Social Media and Consumer Behavior – How Does it Works in Albania Reality?

Abstract

Nowadays, Social Media represent a new sophisticated and uncontrollable element influencing consumer behavior. They have also dramatically changed the way businesses and consumers communicate with each other. This paper is focused on Social Media and their ability to influence consumer behavior world-wide and specifically in Albania reality. The adaption and growing popularity of Social Media by so many users world-wide is first discussed. It is examined the reasons for the use of Social Media and user attitudes towards them. Then the authors proceed with a multidimensional examination of the impact Social Media have on users' consumer behavior and purchase intentions. The survey data are from all users of Social Media and this led to significant results about consumer behavior.

DOI: 10.5901/ajis.2015.v4n3s1p141