Analysing Consumer Behavior towards Social Media

Abstract

ocial media allows customers and prospects to communicate directly to your brand
representative or about your brand with their friends. However, the obvious question is: who are
the people interacting online and how engaged are they in online activities? The aim of this paper
is to conceptualize consumers' activities in social media by examining the motivations behind the
activities. By offering a more detailed description of the differences in consumer use of social
media, the study extends existing research on consumer activities related to user-created content.