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The Digital Revolution: How Social Media Is Redefining Consumer Behavior

In: Economic Resilience and Sustainability - Vol. 2

Author

Listed:
  • Vjosë Latifi

    (Public International Business College in Mitrovica, Faculty of International Business Management)

  • Agron Hajdari

    (Public International Business College in Mitrovica, Faculty of International Business Management)

  • Valid Apuk

    (Public International Business College in Mitrovica, Faculty of International Business Management
    University of Maribor)

  • Rineta Jusufi

    (Public International Business College in Mitrovica, Faculty of International Business Management)

Abstract

Social media has evolved from personal networking to powerful tools for customer engagement, utilizing visual, interactive, and personalized marketing formats to influence consumer behavior. This study explores how social media content and marketing strategies impact consumer behavior and purchase decisions. Using a quantitative survey, it examines how visual, interactive, and empathetic content can boost consumer awareness, trust, and intent to purchase. The findings offer valuable insights for businesses aiming to refine their social media marketing tactics. The study also highlights the role of sympathetic marketing in building customer loyalty and trust, emphasizing the importance of adaptive strategies in the digital area.

Suggested Citation

  • Vjosë Latifi & Agron Hajdari & Valid Apuk & Rineta Jusufi, 2026. "The Digital Revolution: How Social Media Is Redefining Consumer Behavior," Springer Proceedings in Business and Economics, in: Abdylmenaf Bexheti & Veland Ramadani & Hyrije Abazi-Alili & Christina Theodoraki & Gadaf Rexhepi & B (ed.), Economic Resilience and Sustainability - Vol. 2, chapter 0, pages 87-100, Springer.
    • Handle: RePEc:spr:prbchp:978-3-032-04214-9_6
    DOI: 10.1007/978-3-032-04214-9_6
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