Social Media and Identity Crisis and Conseque...

Social Media and Identity Crisis and Consequent Consumer Behaviour

Author Name : Mr Ashif Ansari, Dr. Deepjyoti Choudhury

ABSTRACT In the digital age, social media has become an integral part of our lives, offering a platform for self-expression and connection. This paper dives into the connection between consumer decision-making and social media use, with an emphasis on how social media dynamics affect people's behavior. The study uses a mixed research methodology to clarify the variables, timing, and mechanisms by which social media affects consumers' decision-making. The study illuminates how people engage with content on social media platforms before making purchase by drawing on the body of literature already written about social media dynamics, consumer behaviour, and social media marketing. This paper also worked critically to prove how social media becomes a tool for addiction that ultimately impacts social identity building. This paper has also showcased the distinct approaches that can be useful to mitigate the social media impacts.In order to help businesses navigate the world of social media marketing, this study will offer strategic insight on how to effectively harness the potential of social media platforms. By grasping the preferences and behaviors of their target audience through an understanding of consumer behavior in this digital world, organizations can maximize their effect and optimize their marketing efforts in the competitive digital landscape.