The Influence of Social Media on Consumer Behavior in the Peruvian Banking Industry

Abstract

This article explores the influence of social media on consumer behavior within the Peruvian banking industry, highlighting how digital platforms shape customer perceptions, preferences, and decision-making processes. It investigates the role of social media in enhancing customer engagement, providing real-time feedback, and facilitating communication between banks and consumers. Through surveys and case studies, the research analyzes the impact of social media marketing strategies on customer loyalty and brand trust. Findings reveal that social media significantly affects consumer behavior, with younger demographics showing a heightened responsiveness to online interactions. The article concludes with recommendations for banking institutions to leverage social media effectively, emphasizing the importance of building a strong online presence to meet the evolving demands of consumers in the digital age.