Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)


Examining the Role of Social Media, Online Reviews, and Influencers in Shaping Consumer Perceptions

Author(s): Prachi Maheshwari, S. Md. Shakir Ali, Pankaj A. Nandurkar, CA Vishwanathan Iyer,Pritesh Somani and Yogesh D Mate

In contemporary times, social media has become an indispensable component of individuals' lives. Research has demonstrated that social media exerts influence over customers' purchasing decisions. In recent years, the rapid growth of social media platforms has presented marketing professionals with the opportunity to quickly connect with their customers. The companies' use of online campaigns and promotion through social media are advantageous persuasive attributes derived from diverse multimedia platforms. The marketing mix has emerged as a crucial element in the realm of social media. Social media has become a potent instrument in the modern era, capable of reaching a wider audience. To effectively target existing and prospective clients. Influencers exert a substantial influence on customer behaviour, especially in the era of social media and digital marketing. They may encompass celebrities, authorities, prominent figures in the industry, providers of material, or even ordinary individuals with a significant internet fan base. The main aim of this research is to examine the role of social media, online reviews, and influencers in shaping consumer perceptions & to determine what aspects of social media, online reviews, and influencers are most important in shaping consumer perceptions.

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