Social Media, Marketing Practices, and Consumer Behavior

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Author(s): Nozha Erragcha (Tunis Business School, University of Tunis, Tunisia)and Hanene Babay (University of Monastir, Tunisia)
Copyright: 2022
Pages: 19
Source title: Research Anthology on Social Media Advertising and Building Consumer Relationships
Source Author(s)/Editor(s): Information Resources Management Association (USA)
DOI: 10.4018/978-1-6684-6287-4.ch003

Keywords: Business Science Reference / Marketing / Media & Communications / Social Networking

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Abstract

This chapter looks at the phenomenon of social media and its consequences on marketing and consumer behavior. To express an opinion, the authors first define the notion of “social media,” review their different types as well as the decisive moments that marked their history. Then, they focus on the influence of these media on marketing practices by referring to the changes that have affected the marketing approach from the stage of the market study to the stage of control of marketing actions companies. Finally, they are very interested in the changes that have affected the traditional decision-making process and are announcing useful recommendations to respond to this set of changes.

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Social Media, Marketing Practices, and Consumer Behavior

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