Role of Social Media on Consumer Preferences

Social media is an integral part of every individual's life where one can share his/her experience, opinions, and feelings with others. The democratization of information through social media has brought significant changes in the purchasing behaviors of consumers. Consumers' connectivity in a wired and online world allowed them to know everything about the products and services they want particularly their availability, price, location and the desire attributes. This research aims to find the importance of social media on consumers' purchasing behaviors, which includes information acquisition, electronic word of mouth, seller created information, consumers' perceived quality, and customers' perceived risk.