Impact of social media on consumer decision-making process in Georgia

The work is dedicated to present the determination of the decision process made by the user through social media and recommendations for adapting the sales process to the new reality. As influencing consumer decision making has become a modern business challenge. The rapid development of social media has led to the transformation of the consumer decision-making process. With the mentioned media, the user has access to significantly more information, and the purchase process is an activity that lasts from a few seconds to a few minutes. By 2024, social media platforms have become a unified environment that consumers do not have to leave in the process of purchasing a product. Although social media allows consumers to conduct research and learn about the experiences of other consumers, it is still heavily focused on making impulse buying decisions. This is determined by the methods, and social network algorithm of spreading information in social media. The social network represents a specific lifestyle for the user. The presence of lifestyle and interest areas drives consumers to make impulse purchases and transforms the purchase decision process.