EFFECTS OF SOCIAL MEDIA ON ORGANIZATIONAL BEHAVIOR AND CULTURE

Social media is a tool that has completely transformed the way we communicate. It allows individuals to have one-on-one and one-on-many conversations. Business organizations are adopting social media to increase their profits by engaging with endusers due to its reach to every individual present wherever on the globe. It became a simple way for businesses to communicate with consumers 24 hours a day, seven days a week. Aside from typical marketing campaigns, several companies are extensively utilizing this platform to promote their businesses. Customers are also using this platform to give their reviews on any product they buy. They are tagging the company that made the product as well as the vendor from whom the item was purchased in this way. These reviews have the potential influence on a company's operations in terms of consumer loyalty, brand image, and so on. With the introduction of social media into human life, the way in which organizations collaborate internally has changed culturally. Organizations, on the other hand, do not complete the process of cultural change on their own; rather, social media gradually integrates improvements in organizational behavior and communication outside organizational borders, leading to contentious improvement. This paper takes a case study method, analyzing numerous social media events and its impact on customers and the organizational behavior.