INFLUENCE OF SOCIAL MEDIA ON CUSTOMER BEHAVIOR. (ZARA CASE ON INSTAGRAM)

      Аннотация: “Marketing is a social process aimed at satisfying the needs and desires of people and organizations by ensuring a free, competitive exchange of goods and services that are of value to the customer.”Social media puts consumers back to the center of the business world and provides marketers a new set of tools to interact with consumers and to integrate them into the brands through innovative ways. In essence, marketers have to understand how the social media has influenced consumer buying behavior. Consumer behavior is a field of knowledge that goes beyond the purely marketing sphere of activity. It is relevant for everyone who seeks to firmly and successfully fit into the market element and succeed in it, using all the techniques and methods of controlling consumer behavior. Consumer behavior is an activity aimed directly at obtaining, consuming and disposing of products and services, including decision-making processes that precede these actions and follow them.

Ключевые слова: Social Media, Customer Behavior, Zara