Author(s) :   Dr. Dileep Kumar Singh¹, Dr. Ritesh Shrikant Sule²

Abstract : In today's digital era, social media platforms have profoundly impacted consumer behaviour, revolutionizing how individuals discover, evaluate, and purchase products and services. This paper delves into the intricate relationship between social media and consumer choices using the Antecedents, Decision, and Outcomes (ADO) model. Antecedents encompass personal characteristics, situational factors, and marketing stimuli that shape consumer predispositions. Decision-making involves problem recognition, information search, evaluation of alternatives, purchase decisions, and post-purchase evaluation. Outcomes encompass cognitive, affective, and behavioural changes resulting from the decision-making process. Through an extensive review, this paper identifies various antecedents, decisions, and outcomes pertinent to social media's influence on consumer behaviour. Moreover, it highlights future research directions, including the exploration of emerging platforms, cross-cultural studies, longitudinal analyses, ethical considerations, and the integration of advanced technologies. By understanding these dynamics, businesses can develop effective strategies to leverage social media's power and drive desirable consumer outcomes.

Keywords: Social media, consumer behaviour, ADO model, antecedents, decisions, outcomes, influence, marketing, digital era, future directions.

DOI : 10.61161/ijarcsms.v12i3.3

Pages : 20-25

*Authors are invited to submit papers through E-mail at editor.ijarcsms@gmail.com