Abstract
The study explores the difference between social media and purchasing decisions, spotlighting how digital connectivity and mobility reshape brand marketing and impact consumer choices. Amidst this digital revolution, social media emerges as a goldmine for marketers, offering innovative strategies to engage consumers. The study, primarily quantitative, employs an online survey to unveil social media's pivotal role in shaping consumer purchasing behaviors, notably in information-seeking and decision-making processes. Consumers readily harness social media's swift access to vast information and exhibit receptivity to targeted ads, while social media influencers emerge as potent marketing allies, spanning generations. Active social media engagement, reliable customer service, and seamless information provision stand out as key tenets for building consumer trust. As technology advances, social media's sway on purchasing decisions is poised to intensify further, compelling businesses to adapt. The impetus for this research stemmed from the industry, driven by existing challenges in social media marketing strategy and customer engagement.
Keywords: leadership, attachment theory, security provider; organizational climate; organizational dehumanization, burnout
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