Impact Of Social Media On The Consumer Decision Process

This research gives explanation on how individuals are attending,processing,and selecting the information on social media before a purchase.The findings indicated that individuals pursue an active role in information search on social media.Moreover,the empirical part of the research strives to provide insights to how ARTEL is currently participating in the new marketing trend.Findings and conclusions presented in the research are only valid within the population selection and cannot not to be generalized elsewhere due to the differences in environmental factor and human behavior which can be unpredictable.The advent of social media has created a new landscape which lays out a new grid of personal connections.Businesses see enormous opportunities and are eager to tap into the trend,whereas consumers are put back to the center in the business world because of social media.There are many studies explaining reasons to tap into social media and to help companies to gain a better position in the transition;yet a few tend to study from the perspective of consumers,let alone those in Uzbekistan.Oftentimes,consumers feel differently from what marketers think,for instance what “brand engagement” via social media looks like to consumers may not be quite what marketers think.The objective of the research is to explain how social media has impacted on consumer decision process.The theoretical framework rests on literature of consumer decision making process,social media,as well as previous studies relating to social media marketing.Quantitative research method is adapted for the purpose of this research.The empirical data was gathered by sending out questionnaire to individuals.