The Influence of Social Media on Audience Behavior in Information Consumption: An Analysis of New Media Usage in Indonesia

Abstract

This study aims to analyze the influence of social media on audience behavior in information consumption, particularly in Indonesia. Using a quantitative approach through a survey method, the findings indicate that the frequency of social media usage is directly associated with changes in audience behavior in selecting and consuming information. Social media provides fast, accessible, and interactive access to information, thereby transforming how audiences obtain information compared to traditional media. The results of this study can be utilized by organizations and companies in designing more effective digital marketing communication strategies.