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Analysis of Changes in Consumer Decision-Making Process in Social Media in the Context of the Covid-19 Pandemic

Student: Bogun Anna

Supervisor: Nelli Bachurina

Faculty: Faculty of Creative Industries

Educational Programme: Advertising and Public Relations (Bachelor)

Year of Graduation: 2021

The Covid-19 pandemic has not spared consumers’ behavior patterns - today, most studies conclude that the crisis had a significant impact on consumer buying behavior, as well as on the decision-making process. Due to the quarantine and lockdown, people began to use social networks and the Internet more for shopping and communication, even with brands. This led to significant changes in marketing, namely to the active use of social media by brands as the main platforms for communication with the consumer. The present study aims to analyze the changes in consumers' decision-making process via social media in the Russian segment of the Internet. The methodology includes a survey consisted of a questionnaire of four parts and subsequent statistical analysis of the data obtained. The result of the study outcomes to develop a set of recommendations that give companies new opportunities for more effective marketing in social media, which will remain one of the main channels of communication and promotion for a long time to come.

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