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Social Media and Online Communities: Investigating the Role in Understanding Consumer Behavior
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Author(s): Jyoti Chauhan (Faculty of Commerce and Management, SGT University, Gurugram, India), Swati Chawla (Amity School of Business, Amity University, Noida, India), Nidhi Gupta (Amity School of Business, Amity University, Noida, India)and Shalaghya Sharma (Amity School of Business, Amity University, Noida, India)
Copyright: 2025
Pages: 22
Source title:
Decoding Consumer Behavior Using the Insight Equation and AI Marketing
Source Author(s)/Editor(s): Arjun J Nair (St. Lawrence College, Canada), Sridhar Manohar (Chitkara Business School, Chitkara University, Punjab, India), Amit Mittal (Chitkara Business School, Chitkara University, Punjab, India)and Nitin Patwa (SP Jain School of Global Management, UAE)
DOI: 10.4018/979-8-3693-8588-3.ch011
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Abstract
Social media and online communities are the most prominent factors that influence consumer behavior in the online world. This chapter tries to undertake an analysis of the complex processes through which these platforms influence and reflect customer choice, behavior, and decision-making processes. The initial part of the chapter will discuss modern approaches to marketing and increasing attention given to social media and online communities as important aspects. This section shall also entail discussion on growing powers of social media influencers and discretionary powers to exercise consumer choice. Then, it sheds light on the associated benefits of online communities for brands, direct consumer feedback, brand advocacy, and co-creation opportunities that come along the way, alongside associated challenges of managing such communities will also be explored. This study will demonstrate how incorporating social media and online communities into marketing strategies can enable elements work in concert to help develop brand presence and consumer engagement.
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