Social Media and Effect of Social Media Advertising on Buyer's Behavior

This research project explores the impact of social media advertising on buyer's behavior and its influence on sales. It discusses the role of social media in marketing and how it helps in determining customer buying behavior.

Business research project
Table of Contents

Interest of this topic (Rationale)..................................................................................................3
Literature review..............................................................................................................................3
Social media.................................................................................................................................3
Effect of social media advertisement on buyer’s behavior..........................................................4
Research question........................................................................................................................6
REFERENCES................................................................................................................................7

Topic: Social Media and effect of social media advertising on buyer’s behavior.
Interest of this topic (Rationale)
Social media marketing is the wide topic and study on this topic will assist to enhance the
current knowledge and this will help in their future projects as well. Also, study on this particular
topic will also help to work in a team which further raise the personal and professional skills that
will also be used in the future to attain the define career goals. Thus, study on the social media
marketing will also help team members to determine the customer buying behavior and its
impact upon sales.
Literature review
Social media
Fuchs (2017) highlights that Social media is the platform which is used globally by
different user to facilitate the creation and sharing of different information, interest and other
forms of expression with the help of different sort of communities and network. Social media is
the plat form which used to see a good amount of the user as a result almost all the organization
generally uses social media platform as one of the common basis to attract the large number of
the consumer in the market and build good sort of customer base of the company in the market.
All the organization generally uses social media as the key marketing platform to promote the
different advertisement of the company in front of different user in the market. Author also
highlights that there are many different aspect of social media platform which used to diverse
the company to use social media platform as a key marketing platform in the organization
Greenwood. Perrin. and Duggan, (2016) highlights that the biggest aspect is the user of the
social media platform. As there are good number of the user who used to use social media
platform, this generally used to help the organization in building good customer base of the
company. Another aspect is that it is the platform which is one of the most efficient platform, as
it has been highlighted that this platform is one of the cheapest way to promote the product of the
company in the market. Also, it used to help the company in influencing buying behavior of
customer.

Effect of social media advertisement on buyer’s behavior
In the view of Dedeoğlu and et.al., (2020) social media marketing is consider one of the
best tool in order to promote the business products at international level. That is why, the report
of Deloitte also shows that social media affect the customer behavior such that it affect consumer
from different age ranges and races. It is also found that 47% of the millennial are actually
influenced their purchase through social media as compared to 19% for all other age groups.
Further, study also reveals that 56% of the customer buying baby products and they also
influenced through social media and also, 32% of them are automotive (How social media affect
the overall buyer’s behavior, 2019). Thus, this current data also indicate that most of the
customers are totally depend upon the social media advertisement and after reviewing the
comments, they take a decision to purchase that product or not.
On the other side, as per the customer buying model i.e. Family decision making model
which state that there are five stages through which the customer passing out and then finally
take a decision. Such that User, in which Mahsan and et.al., (2020) stated that a person first
make a planning to purchase any product. For instance, a customer wants to purchase a car. Then
comes second stage, The Infleuncer, who is a person who keep updated about the new offers in
market and plays an important role in the decision making process. This person is keep updating
others and review all the social media comments of that particular product. Then third stage
comes, The preparer, who gives a products such that a showroom manager of car. Fourth stage,
The Gatekeeper, who influence the user to go an purchase the product form that particular
brand then comes The Buyer, who finally ready to purchase a product after hearing all and they
also review the advertisement and offers offered by the company on purchased product then he
make decision accordingly. Last comes, The decider who provide money to buyer in order buy
the product. Thus, Algharabat and et.al., (2020) explain their views that through family cycle, a
buyer get variety of views from their family members and relatives but last decision is their own.
Such that buyer always make sure that store’s presence is good on social media or not because it
definitely influence the buying decision of the customers. Even if the brand has all kinds of
attention from the social media influencer and customers with a lackluster social media presence,
it is not easy to convince anyone for their credibility.

On the other side, Muslim and et.al., (2020) present their views in their study that a good
advertising on social media will definitely help to attract many customers because placing an ads
on social media has become a simple but aligning with their business goals is more difficult.
That is why, when an individual clicks through any social media ad at that time, company placed
retargeting ads in order to move people towards a sales funnel. This clearly shows that
advertisement on social media are very effective in driving a repeat sales. So, company also
provide a gentle reminder to the customers that it’s time to restock their product so that it will
help to attract customer’s attention.
Hill, Troshani and Chandrasekar (2020) argued that most of company falls because of
getting negative comment through social media and as a result, customers did not prefer to
purchase any product from that particular brand. That is why, most of the company did not prefer
to use this type of marketing because it may let down the brand image in opposite manner. Or
else, they believe that word of mouth is the best marketing as compared to social media
marketing and people also think so. But Tajvidi and Karami (2017) provide their views that
social media allow the customer to connect with friends and family and they also tell other
related to new product in market which they had already discovered. As a result, it is consider
one of the most significant influence and study also shows that around 80% of the customers are
likely to purchase an item which is based on friend’s suggestion.
According to Dedeoğlu and et.al., (2020) social media creates a venue through which
computer based and word of mouth communication are significantly influence the brand image.
It is so because one customer can reach hundreds of users through a single post, but the company
should also make sure that they keep addressing the range of problem of their customers in order
to feel their custom are important and value for their business. This positive strategy will help to
attract many customers towards them. In this busy schedule and life, most of the people only
prefer to purchase online and that is why, they mostly use social media and review the comment
before purchasing.
Research problem
During the study, team members wants to determine what is the impact of social media
advertising upon the buyer’s behavior. Thus, through the study, researcher and team members

are actually ready to sort out the problem and with a limited time frame they are also ready to
meet the define aim and answer the research questions as well.
Research question
 What is social media and its effect on customer buyers behavior?

REFERENCES
Books and Journals
Algharabat, R. S. and et.al., 2020. Investigating the Impact of Social Media Commerce
Constructs on Social Trust and Customer Value Co-creation: A Theoretical Analysis.
In Digital and Social Media Marketing (pp. 41-55). Springer, Cham.
Dedeoğlu, B. B. and et.al., 2020. Effect of social media sharing on destination brand awareness
and destination quality. Journal of Vacation Marketing. 26(1). pp.33-56.
Fuchs, Christian. Social media: A critical introduction. Sage, 2017.
Hill, S. R., Troshani, I. and Chandrasekar, D., 2020. Signalling effects of vlogger popularity on
online consumers. Journal of Computer Information Systems. 60(1). pp.76-84.
Mahsan, I. P. and et.al., 2020. Visual communication on social media advertisement that
influence consumer buying behavior on skin-whitening product. KUPAS SENI: Jurnal Seni
Dan Pendidikan Seni, 8(1), pp.11-19.
Muslim, A. and et.al., 2020. Social media experience, attitude and behavioral intention towards
umrah package among generation X and Y. Management Science Letters. 10(1). pp.1-12.
Sajid, S.I., 2016. Social media and its role in marketing.
Tajvidi, R. and Karami, A., 2017. The effect of social media on firm performance. Computers in
Human Behavior, p.105174.
Online
How social media affect the overall buyer’s behavior. 2019. [Online]. Available through: <
https://www.bizjournals.com/bizjournals/how-to/marketing/2015/05/how-social-media-
influences-consumer-buying.html>.