New Media and Consumer BehaviorIntroductionSocial media is changing the way marketers relate to their customers versus traditionalist customer relationship management practices and advertising. It has even been suggested that marketers are losing control of the brand and therefore need to engage in more active conversations on social media to gain brand loyalty and equity. Consumer behavior patterns are changing in the 21st century due to societal transformations and the presence of social media that alter the dynamics of consumers' relationships with each other and with 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. Social Media Dynamics and Consumer PsychologySmith (2009) identifies that blogging, video sharing, and social networking are becoming mainstream and no longer constitute a niche market activity across multiple demographic groups. User-generated content materials have improved consumers' ability to publish their opinions about products and services and, among other things, improved relationships with global and local communities. Social networking sites like Facebook and Twitter allow for the instant posting of thoughts and ideas while providing consumers with new visibility, especially related to video sharing, that satisfies their affiliation needs. Bainbridge (2009) informs that consumers also require portability of their electronic devices, so advances in the development of smartphones and similar devices offer portable access to social networks. 202007%20-%20Building%20Brand%20&%20Consistency.pdf]Goodkind, G. (2010), PR creates good buzz, Marketing, London, 13 October, p.11.McEleny, C. (2009), ASOS launches site showing customer opinion in real time, New Media Age, 19 November, p.4.O'Connor, S. (2008), Luxury retailers resort to secret sales, Financial Times, 20 December, p. 1.Picoult, J. ( 2010), Flight to quality could be bumpy 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 at 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 an agency?, Campagna, 28 August, p..11