THE INFLUENCE OF SOCIAL MEDIA ON CUSTOMER PERCEPTION: TRENDS AND INSIGHTS WITH REFERENCE TO HYUNDAI

Abstract

Social media has transformed the way businesses communicate with customers and has become a powerful tool in shaping customer perception. Platforms such as Facebook, Instagram, X (Twitter), YouTube, LinkedIn, and TikTok enable organizations to interact directly with consumers, share information, promote products, and build brand awareness. Customer perceptions are increasingly influenced by online reviews, influencer recommendations, user-generated content, and real-time brand interactions. Positive social media engagement can enhance brand image, customer trust, and purchase intentions, while negative feedback can quickly impact a company's reputation. This study examines the influence of social media on customer perception by analyzing current trends, consumer behavior patterns, and the effectiveness of various social media marketing strategies. The research explores how factors such as content quality, customer engagement, online reviews, influencer marketing, and brand responsiveness affect customer attitudes and decision-making processes. The study also highlights the growing importance of personalized content, visual storytelling, and social commerce in shaping consumer perceptions. The findings indicate that social media significantly impacts customer awareness, trust, satisfaction, and loyalty. Consumers increasingly rely on social media platforms for product information, recommendations, and feedback before making purchasing decisions. Businesses that maintain an active and customer-centric social media presence are more likely to develop stronger relationships with their target audience and achieve competitive advantages. The study concludes that effective social media strategies are essential for enhancing customer perception, strengthening brand reputation, and fostering longterm customer engagement in the digital marketplace