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Social Media, Marketing Practices, and Consumer Behavior

Social Media, Marketing Practices, and Consumer Behavior

Nozha Erragcha, Hanene Babay
Copyright: © 2020 |Pages: 19
ISBN13: 9781799830429|ISBN10: 179983042X|EISBN13: 9781799830436
DOI: 10.4018/978-1-7998-3042-9.ch002
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MLA

Erragcha, Nozha, and Hanene Babay. "Social Media, Marketing Practices, and Consumer Behavior." Leveraging Consumer Behavior and Psychology in the Digital Economy, edited by Norazah Mohd Suki and Norbayah Mohd Suki, IGI Global, 2020, pp. 27-45. https://doi.org/10.4018/978-1-7998-3042-9.ch002

APA

Erragcha, N. & Babay, H. (2020). Social Media, Marketing Practices, and Consumer Behavior. In N. Suki & N. Suki (Eds.), Leveraging Consumer Behavior and Psychology in the Digital Economy (pp. 27-45). IGI Global. https://doi.org/10.4018/978-1-7998-3042-9.ch002

Chicago

Erragcha, Nozha, and Hanene Babay. "Social Media, Marketing Practices, and Consumer Behavior." In Leveraging Consumer Behavior and Psychology in the Digital Economy, edited by Norazah Mohd Suki and Norbayah Mohd Suki, 27-45. Hershey, PA: IGI Global, 2020. https://doi.org/10.4018/978-1-7998-3042-9.ch002

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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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