Eureka! Institutional Repository

It is now assumed that we are in the age of the digital environment in which Social Media counts over 1 billion users worldwide. The rapid growth and growing use of Social Media, as well as the ability of the latter to influence consumer behavior, has become a modern subject of study in the field of Marketing, for which there is no scientific research. This research addresses the influence of the new Social Media in the intention to buy products and services, and the relationship between youtube and consumer behavior. As a first step, and after reviewing the International Bibliography, the reasons for users' use and attitudes towards Social Media are examined in detail, and special changes are made in the social, political and economic changes. Immediately thereafter, an attempt is made to ascertain through an empirical study the extent of the impact of Social Media on consumer behavior and the intention to purchase users by examining many factors, focusing on advertising via youtube and on the official presence of businesses inside this. Research data from 50 participating Social Media users has led to significant results showing that ultimately social media engagement, especially with youtube, seems to affect consumer behavior. It is also important to research that the coverage of social needs of users with Social Media has a reverse link with the encouragement of the intention to buy. These results have important theoretical and social implications and provide useful guidance for future research.