A Review on the Role of Social Media Marketing in Consumer Behavior

COVID-۱۹ has significantly changed the behavior of consumers and the competitive landscape forbusinesses and has offered opportunities for meeting changing customer needs via online channels. When mostpotential consumers use the Internet and other online social tools differently, the Internet, cyberspace, and socialnetworking websites have become integral to people’s daily lives. In today’s highly competitive markets, corporateexecutives look for new ways to make people aware of their products and improve their brands. One of these methodsis social networking websites, which have significantly changed business and internet marketing. Social mediamarketing has become the most powerful tool for companies looking to reach their potential and existent customers.Despite the importance and pervasiveness of social media marketing, little research has been done on its impact onconsumer behavior. Therefore, the primary purpose of this study is to explore the marketing potential of social mediaas an effective marketing tool that helps businesses influence customer perception and, ultimately, their decisions andbehaviors. In this regard, seven separate research areas have been identified covered in recent consumer research onsocial media marketing. This study aims to highlight the benefits that companies derive from the effective use ofsocial networking websites. Therefore, this study provides a way to explore management challenges to plan betterresponses to consumers’ social activities and use social media as a marketing tool.

Keywords:

Social Networking Websites , Consumer Behavior , Social Media Marketing , COVID-۱۹ , Word of MouthAdvertising