SOCIAL MEDIA AND CONSUMER PREFERENCES: CURRENT TRENDS ANALYSIS

Abstract

The rapid proliferation of social media platforms has significantly influenced consumer behavior and preferences. This study aims to analyze current trends in how social media impacts consumer choices, focusing on various demographic groups and their interactions with digital marketing strategies. Through a comprehensive literature review and empirical research, we identify key factors that shape consumer preferences in the digital age. In the digital age, consumer behavior is changing rapidly. It is important to study how new technologies such as online shopping and social media influence consumer behavior and transform traditional forms of shopping and marketing. Understanding these processes contributes to an in-depth analysis of modern social and economic changes.