Overwhelming use of social networks and social technologies creates new preconditions for business to social technologies deployment. These challenges are also created for consumer which led to new type of consumer nowadays identified as “social consumer”. Social consumer is term coined to describe how social technologies affect the behavior of consumer. Current paper explores opportunities and impact brought by technologies, overall social media based „landscape“ development, users „socialization“ tendencies, „socialization“ impact on buying behavior and characteristics of social consumer.
Gatautis, Rimantas and Medziausiene, Audrone, "Being Social: Social Media Influence on Modern Consumer" (2012). ICEB 2012 Proceedings. 32.