THE IMPACT OF SOCIAL MEDIA ON ONLINE SHOPPING DURING COVID 19 PANDEMIC

Abstract

We live in a consumer society where consumer behaviour is affected by different stimulants. Some of them have positive or negative influences on buying decisions. But It is very important to take into consideration all of them. When buyers are concerned about their needs, they are trying different ways to satisfy them. The internet revolution has dramatically changed all living rules, especially habits, preferences, and shopping behaviours. Social networks have become a new hybrid component of integrated marketing communications. They enable companies to establish strong and long-term relationships with consumers. They have the power through the information they offer to influence consumers to inform each other and convey experiences about certain products, brands, services or problems they have encountered. Social media influence is obvious. In the last years, the number of social networks has increased. The fact that all social networks are specific is fascinating. At the same time, all of them have different influences. Internet users have the opportunity to choose one or more and use it according to their needs. The experts say that 2020 was an extraordinary year due to a COVID 19 pandemic. The pandemic brought destructive economic and social disruption, psychological, social and professional changes, physical and mental health problems, job loss, fear and stress. All restrictions that were made have a positive impact on social media which allow them to connect with people, distract them from problems, enable them to have fun, allowed to connect with relatives etc. At the same time, the platform has played a vital role in the dissemination of information about crisis. Actually, social media have been a valuable source of all types of information. All changes that have been made also affect consumer decisions. They have changed old habits of shopping in all areas. According to many statistical sources, online shopping increased significantly. The whole way that people work, learn, communicate, travel, shop and consume have changed.  The aim of this paper is to explore the impact of social media on consumer behaviour, more specifically, the influence on the preference of specific e-shopping during the COVID 19 pandemic. The first part of the research will be addressed of the general changes in consumer behaviour affected by COVID 19, but the second part will be addressed of the changes in online shopping as a result of social media impact. The aim of this research is to discover all changes of shopping habits affected by the COVID 19 pandemic.