The influence of social networks on consumer behavior

A review of the literature

Abstract

With globalization and advances in information technology, social networks have been playing an important role in marketing, which translates into a new purchasing behavior that society is becoming accustomed to. The objective of this article is to carry out a survey of the management literature of articles that address the influences of social networks on consumer behavior, seeking to assess the motivations, expected benefits of this relationship and which characteristics of social networks can be identified in this context. The methodology applied is qualitative, with literature review being a method that allows organizing a body of studies relating to a given topic. The results show that consumer motivations are driven by knowledge, product variety and sharing of experiences from other consumers on networks; The characteristics of social networks are the strong engagement and weight of influencers on the main social networks, resulting in brand appreciation, customer satisfaction and loyalty. In the limitations/implications of the research, methodological approaches were used to improve the veracity of the findings. However, future research should consider a broader period of analysis and focus on organizations/brands. In practical implications, social networks are recognized as an efficient marketing channel that influences consumer behavior. Therefore, these insights have theoretical and practical relevance.

Key words: Social media; Influence; Consumer behavior;