Consumer Behaviour Analysis: Impact of eWOM, Social Media Marketing, Digital Technologies and Search Engine Rankings

This report analyses the impact of electronic word of mouth, social media marketing, digital technologies and search engine rankings on consumer behaviour. The report reviews four articles that provide insights into the behaviour of consumers in the hotel industry, luxury brands, digital environments and search engine rankings. The articles discuss the effects of eWOM on consumer decision-making, the role of social media marketing in shaping consumer behaviour, the impact of digital technologies on consumer behaviour and the interplay between search engine rankings and consumer behaviour. The report provides a comprehensive analysis of the factors that influence consumer behaviour in the modern business environment.

Running head: CONSUMER BEHAVIOUR ANALYSIS
CONSUMER BEHAVIOUR ANALYSIS
Name of the Student
Name of the University
Author Note

1
CONSUMER BEHAVIOUR ANALYSIS
Table of Contents
Introduction....................................................................................................................2
Article 1..........................................................................................................................3
Article 2..........................................................................................................................4
Article 3..........................................................................................................................4
Article 4..........................................................................................................................5
References......................................................................................................................7

2
CONSUMER BEHAVIOUR ANALYSIS
Introduction
The report is based on the analysis of four different articles based on the behaviour of
the consumers with respect to the various factors that have affected the modern business
organizations. The first article is based on the analysis of the behaviour of the consumers of
the hotel and the hospitality industry. The effect of electronic word of mouth on the ways by
which consumers take purchase related decisions are analysed in the article based on relevant
literature. The article has been able to provide effective insights related to the ways by which
consumers behave in the hotel industry. The second article is based on the analysis of the
social media marketing activities of the various luxury brands. The ways by which the luxury
brands formulate strategies related to marketing and effects of these efforts on the consumer
behaviour are analysed in the article. The analysis is based on the consumers of the countries
like, India, China and France. The brand image and the brand equity of the various luxury
brands are analysed in the article. The third article is based on the role that is played by
digital media and social media marketing on the behaviour of the consumers. The article is
based on the analysis related to the various researches that were made based on this topic.
The analysis has been able to prove that the behaviour of the consumers are affected by the
social media strategies that are made by the various organizations. The fourth article is based
on the analysis of the ranking that is given to the products by the various search engines. The
relation of the product rankings given by search engines and the personalised ranking related
systems of the various hotels are analysed in the article. The impact of this ranking on the
behaviour related to purchasing of the consumers is analysed in the article. The study has
been able to provide perfect insights towards the topics that have been considered. The
analysis in the report will be therefore based on the discussion of the four articles that are
related to the behaviour of the consumers towards the purchase of the various services and
the products. The consumers are a major part of the entire business processes that are

3
CONSUMER BEHAVIOUR ANALYSIS
conducted by the business organizations in the different industries. The behaviour of the
consumers related to the services and products offered by the company are affected by the
various factors like, digital and social media marketing, word of mouth of the previous
consumers and many others. The advancement of technologies has further increased the
usage of social media techniques. This has increased the reach of the organizations and the
interactions with the consumers. The organizations are able to analyse the desires and needs
of the consumers in an effective manner.
Article 1
The first article is based on the analysis of consumer behaviour in the hotel industry
which is related to eWOM or electronic word of mouth. The advancement of information
technologies and the ways by which this has affected the behaviour of the consumers in the
hotel industry is discussed in the article. The process of purchase related decisions that are
made by the consumers is based on the reviews or the electronic word of mouth of the
previous consumers of the same service. The decision-making of the consumers in the hotel
industry is based on the electronic review that are received by the hotels. The reach these
reviews is also quite high as compared to the normal process of reviewing services that are
applied by the industries. The effects of eWOM are analysed in the article in a detailed
manner. The study is based on the review of the previous articles that have been related to
this particular topic. The articles were based on the perspectives of the consumers and the
companies or the hotels. The topic is properly reviewed in the article and supported evidence
is also provided. The impacts of eWOM on the decision-making of consumers is discussed in
the article in detail. The concept of consumer behaviour and the various factors that affect
consumer behaviour are the main points of analysis in the article. The article has been able to
provide proper insight regarding the topic making way for further research (Cantallops and
Salvi 2014).

4
CONSUMER BEHAVIOUR ANALYSIS
Article 2
The article is based on the analysis of the effects of social media marketing on the
behaviour of the consumers of various luxury brands. The research mainly relates to the
behaviour that is depicted by the consumers of luxury brands like, Burberry, Dior, Gucci,
Louis Vitton. The survey is based on the consumers of the countries like, China, France,
India and Italy. The study is further related to the gaps that are present in the process of
consumer behaviour related analysis of the companies. The five major aspects that have been
taken into consideration for this holistic analysis are, interaction, entertainment,
customization, trendiness and word of mouth. Another major aspect that is related to this
analysis is to find out the positive effect of social media related strategies on the consumer
behaviour of the SMMEs. The significant dimensions of the organizations that are analysed
in the article are, the brand awareness and brand image. The entry of social media in the
strategies formulated by the various organizations related to consumer behaviour analysis are
discussed and analysed in the article in detail. The efforts of the organization related social
media marketing are properly analysed in the article. The key role that is played by social
media in the consumer behaviour analysis is also analysed in the article. The interaction of
the consumers with the organizations through social media and positive effects of this
interaction on their behaviour is the major point of discussion (Godey et al. 2016).
Article 3
The article is based on the reviews based on the effects of social media marketing on
the behaviour of the consumers belonging to various industrial sectors. The five major themes
that are identified in the research are, digital culture of the consumers, response provided by
the consumers to digital marketing, effects of the digital environments on the behaviour of
the consumers, the mobile environments and the online word of mouth. The study is based on
the previous researches that have been based on the same subject. The articles that have

5
CONSUMER BEHAVIOUR ANALYSIS
analysed in the study mainly shed light on the ways by which the experiences of the
consumers have been influenced by the digital environments in which the organizations
operate. The study provides detailed explanation related effects of digital technologies on
consumer behaviour based on all the major aspects rather than focussing only on the concept
of word of mouth. The use of internet, mobile apps, social media and the other processes of
digital communication on the behaviour of the consumers is analysed in the article. The
groups that have been taken into consideration for this analysis are mainly the younger
generation, the people who spend more time online. The growth of social media has increased
the process of communication with the help of the various digital methods. The article is
based relevant literature regarding the various efforts that have been the companies to
increase their social media presence and shift of marketing process from offline to online
marketing practices (Stephen 2016).
Article 4
The article is based on the analysis of the different processes related to rankings in
various search engines on the behaviour of the consumers. The ranks that are provided by
search engines to the different products and the effect on these rankings on the behaviour of
the consumers is analysed in the article. The data analysis in the article is mainly based on the
demonstration on the ranking mechanisms which is based on consumer utility which can lead
to increase in the revenues of the various search engines. The significant interplay that occurs
between the product ratings and the rankings of the search-engines. The inferior position of
the hotels in the search engines affect the revenues of the high-class hotels. The hotels which
acquire higher positions in the search engines can increase its revenues even if it does not
belong to the higher class category. The personalised ranking system of the hotels leads to
low revenue of the search engines, whereas the ranking systems of the hotels which are not
active lead higher revenues for the search engines. The study is based on the analysis of the

6
CONSUMER BEHAVIOUR ANALYSIS
ranking systems of the hotels which can affect the consumer purchase related decisions. The
study suggests that excessive information provided by hotels can further lead to lower
customer purchases due to the overload of information. The economic impact of the systems
of ranking and the interaction of customers on social media are analysed in the study. The
article is based on relevant literature and has been able to provide clear insights related to the
topic of product ranking on search engines (Ghose, Ipeirotis and Li 2014).

7
CONSUMER BEHAVIOUR ANALYSIS
References
Cantallops, A.S. and Salvi, F., 2014. New consumer behavior: A review of research on
eWOM and hotels. International Journal of Hospitality Management, 36, pp.41-51.
Ghose, A., Ipeirotis, P.G. and Li, B., 2014. Examining the impact of ranking on consumer
behavior and search engine revenue. Management Science, 60(7), pp.1632-1654.
Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R. and Singh, R.,
2016. Social media marketing efforts of luxury brands: Influence on brand equity and
consumer behavior. Journal of business research, 69(12), pp.5833-5841.
Stephen, A.T., 2016. The role of digital and social media marketing in consumer
behavior. Current Opinion in Psychology, 10, pp.17-21.