Exploring the Impact: Influence of Social Media Application Indicators on Consumer Behavior

Evolution of the internet developed new digital channels, including social media, on which consumers create virtual identities and dedicate them significant amount of time. Phenomena of social media along with rising popularity of smartphones creates pressure on social media providers, marketers and also policymakers, to adjust technical, marketing and regulation processes to leverage and direct potential of social media. The main aim of the article is to investigate influence of social media smartphone applications indicators on consumer behavior and advise technical, marketing and regulation optimization to increase usage and safety of these applications. App store data about the most popular social media applications were collected, analyzed, visualized and interpreted. Research outputs revealed apps capacity and age restrictions limitations, which might serve as decelerator of more extended usage of the researched applications.