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Effect of social media on buyer behaviour

   

Added on  2021-02-21

12 Pages3660 Words36 Views
Marketing
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Business Research Project
Effect of social media on buyer behaviour_1

Table of ContentsLITERATURE REVIEW................................................................................................................1Research Problem...................................................................................................................1Challenges faced by companies to influence buyer behaviour through social media advertising................................................................................................................................................1CONCLUSION................................................................................................................................6REFERENCES................................................................................................................................8
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LITERATURE REVIEWIt is defined as paper that involves present knowledge including substantive findings aswell as the theoretical contributions to particular research area. It is critical analysis of segmentof published knowledge body by classification, comparison and summary of the prior researchrelated studies. The literature review should be summarise, evaluate and explain the previousinvestigation. It should give theoretical base for a research and helpful in determine researchnature (Duggan and et. al., 2015). For collection of information, secondary resources has beenused through an investigator. Books, internet sources, articles and journals are the varioussources which help in gathering information regarding particular area. Research ProblemThis report is taken in to consideration on 'Effect of social media on buyer behaviour'. Itis related to providing the deep understanding regarding social media and also the behaviour ofcustomers. On the other hand, social media gives better opportunities to use of wood- of- mouthmarketing to widespread audience, advancing the brand awareness and supporting consumerscommunications by using the social network. The main resercah problem is related with theissues which faced through the people in using the social media and it can be related with leakpersonal information, hacking consumers data and many others. Under this, there will be discussabout the issues which are faced through the firms in order to influence buying behaviour withthe help of using social media advertisement. Challenges faced by companies to influence buyer behaviour through social media advertisingAs per the view point of MATTHEW HUDSON (2019) Social media is explained as theinteractive computer- mediated technology helps in facilitate the creation and also sharing ofinformation, ideas and the interests through networks and virtual communities. This is concernedwith the websites which enable users to develop and also share the content in social medianetworking. This is main online channel of which dedicated to the community based interactionand Input (Couldry, 2012). In this, modern era there are more people which using social mediatechnology to connect with each other or share their opinions and thoughts. It is an integral partof life and organisation uses mainly for market the products, promotion, connect with existingconsumers and also foster the new business. In addition to this, social media marketing is helpfulin take benefits of social networking to aids an organisation for enhance exposure of brand and
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reach to large number of consumers. Facebook, Instagram, Twitter etc. are the large number ofsocial media networks which people mostly used. On the other hand, social medial is mainlyconcept fore socialising information by social media and information flow has increased. It isrelated to the practices and activities between communities of the people which collect online forshare the information and knowledge by using the conventional media. Social media networkingis related to explain the online advertising whose focus on the sites of social networking. Themain benefit of using social networking advertising site is that the advertisers can take thebenefit of information about the users (Perrin, 2015).As per view point of Smriti Chand (2015), Consumer behaviour is explained aspsychological procedure that leads decision of consumer to purchase services or products. It isbranch which deals with various stages that customer goes by before buying services or productsfor use. Consumer behaviour study anticipate that customers are the actors at marketplace. It isrelated to decisions processes and actions of people which buy services and products for thepersonal consumption. There is a requirement to marketers to understanding purchasingbehaviour of customers for products to do better. This is necessary for the marketers tounderstand what prompts customer to buy specific goods and stops from purchasing. Under this,it is a responsibility of an organisation to analyse the needs or wants of consumers and focus onsatisfying them through manufacturing high quality of products or services (Van Dijck, 2013).According to opinion of Michael Pütter (2017), Social media has influenced the buyingbehaviour but Duangruthai Voramontri and Leslie Klieb (2019) argues that social mediadevelops the negative impact on people and according to them their personal data andinformation are not safe on the social media sites. So, these things develop the negative impacton their mindset. Relationship between the customer decision making as well as social mediapresent that social media impacts technology effects attitudes, consumer purchasinginterventions and brand attitudes. Social media can develop brand attitude which impactpurchasing behaviour. In order to retain the customers for long time period, it is necessary for anorganisation to develop trust factor. In this modern era, there are large number of consumersusing different social media sites and some of them make perception of purchasing products onthe basis of other people review (Solomon and et. al., 2014). The reviews can be negative orpositive and it influence the mindset of people. Social media is main factor to influencingconsumer behaviour but Facebook has more influential power. The people read reviews on social
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