THE ROLE OF SOCIAL MEDIA PLATFORMS IN SHAPING CONSUMER BEHAVIOR

Social media has transformed the marketing landscape by providing a powerful platform for businesses to engage directly with consumers. This research examines how social media platforms influence consumer behavior in terms of awareness, engagement, decision-making, and loyalty. It highlights platform-specific trends, the role of influencers, peer recommendations, and psychological triggers that drive digital behavior. Based on secondary research and real-world brand case studies, this paper offers insights for marketers on leveraging social media effectively to shape consumer choices.