New Media and Consumer BehaviorIntroductionSocial media is changing the way marketers interact with their customers compared to traditional customer relationship management practices and advertising. It has even been suggested that marketers are losing control of the brand and therefore need to participate in more active conversations on social media in order to gain loyalty and brand equity. Consumer behavior patterns are changing in the 21st century due to transformations in society as well as the presence of social media that are changing the dynamics of consumers' relationships with each other and with the organizations that provide products and services. This article provides a critical discussion of how social media presence influences or shapes consumer behavior with real-world examples of social media as a contemporary marketing and relationship building tool. The Dynamics of Social Media and Consumer Psychology Smith (2009) identifies that blogging, video sharing, and social networking are becoming mainstream and no longer a niche market activity among several demographic groups. User-generated content has improved the ability of consumers to post their opinions about products and services and, among other things, improve relationships with global and local communities. Social networking sites such as Facebook and Twitter make it possible to instantly publish thoughts and ideas while providing consumers with new visibility, particularly related to video sharing, which meets their affiliation needs. Bainbridge (2009) informs that consumers also demand portability from their electronic devices, which is why advances in the development of smart phones and similar devices provide portable access to social networks...... middle of paper ......O%20August% 202007%20-%20Building%20Brand%20&%20Consistency.pdf]Goodkind, G. (2010), PR creates a good buzz, Marketing, London, October 13, p.11. McEleny, C. (2009), ASOS launches real-time customer opinion site, New Media Age, 19 November, p.4. O'Connor, S. (2008), Luxury retailers resort to secret sales, Financial Times, December 20, p.1. Picoult, J. (2010), The flight to quality could be a difficult journey for buyers, National Underwriter P&C, 113(15), p.41. Rodoplu, K. (2008) [Internet] Psychographic Segmentation, Bilkent University School of Applied Technology and Management [accessed October 31, 2011 from http://www.tourism.bilkent.edu.tr/~benice/restonews/page52. doc]Smith, T. (2009), The social media revolution, International Journal of Market Research, 51(4), p.559. Williams, M. (2009), Do fashion brands need a agency?, Campaign, August 28, p.11