Mediating Effect of Individual Factors, Social Factors, and Situational Factors in the Relationship Between the Impact of Social Media and Consumer Buying Behavior

Abstract

Social media platforms have greatly altered how businesses communicate with customers and sell their goods in the present digital era. Consumers are increasingly turning to social media platforms to collect product/service information, search for user recommendations, and make purchasing decisions. As such, this paradigm shift presents opportunities and challenges for businesses. Effectively navigating this dynamic environment is vital for comprehending how social media influences consumer attitudes and behaviors, particularly in the context of purchasing decisions.  This article review delves into the intricate dynamics of social media and its profound impact on consumer behavior. The discussion revolves around the definition and key characteristics of social media, tracing its evolution from a mere communication platform to a powerful marketing tool. The study explores the direct influence of social media on consumer behavior and delves deeper into the mediating factors that shape this relationship. Specifically, the research investigates the mediating effect of individual, social, and situational factors in the context of the relationship between the impact of social media and consumer buying behavior. This review provides valuable insights into the interplay between social media, individual traits, social influences, and situational contexts, shedding light on the multifaceted nature of modern consumer behavior in the digital age.

Keywords: Consumer behavior; decision-making model; mediating factors; social media impact