The Effects of Social Media Marketing on Online Consumer Behavior

Social media allows customers and prospects to communicate directly to your brand representative or about yourbrand with their friends. However, the obvious question is: who are the people interacting online and howengaged are they in online activities? This paper aims to answer this question based on a study regarding theonline activities of 236 social media users, by identifying different types of users, a segmentation of these usersand a linear model to examine how different predictors related to social networking sites have a positive impacton the respondents’ perception of online advertisements. The answer can help discover how to engage withdifferent types of audiences in order to maximize the effect of the online marketing strategy.