Effect of Social Networks on Consumer Behaviour: Complex Buying

摘要

Considering that day-by-day consumers have become part of not only the buying process, but also the design and distribution, it has become a challenge to develop products/services that meet differentiated consumer demands. Usage of Social Networks has redefined lifestyle and culture, and firms are finding it difficult to understand their customers. The interactive nature of social networks has established a two-way communication among individuals and firms. The main objective of this study is to understand the effect of Social Networks (Digital Marketing) on Customer Behavior, meanwhile analyzing customer loyalty, tolerance and experimenting in complex buying. This research suggests that companies should focus on customer engagement and online presence in order to serve customers and satisfy their needs. The study has been conducted by collecting primary data through questionnaires. Statistical analysis, correlation and regression, with SPSS Statistics were used during the research.