Consumer Behaviour in Making Purchase Decisions: The Role of Social Media and Internet

This research study sheds light on the value of social media tools in making purchase decisions. It analyzes the impact of social media and internet on consumers' movements, purchase decisions, and online social networks.

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Student’s Name
Professor
Date

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Introduction
In many global markets, consumers' behavior in making the purchase of a product is
highly influenced by information from social media and internet. It is such informed decision
that helps many buyers to have post-purchase, purchase and pre-purchase behaviors. The aspect
of making wise decisions when buying a product is largely influenced by information from
online platforms (Cohen, Prayag and Moital 2014, pp 905). The movements of many consumers
are well aligned to development of market structures. As such, the particular group of consumers
requires better activists on promoting individual rights in the process of purchasing.
Different tools for assisting consumer's choice in the market system are initiated by
evaluating their needs. These tools help in developing better influence in making decisions based
on different methodology and approaches in the market system. The main objective of this
research study is to shed light on the value of the social media tools to the different decisions
making strategies (Dennis 2009, pp 1124). The ideas of conceptualizing on key factors design
some good models of giving online platforms some insights based on theoretical services. The
implications of participation of global business enable professional management to evaluate
decisions of consumers. Complex study on consumer’s decisions is developed through
qualitative assessments on social media and internet variables. Importantly, the real-life
engagement of consumers with marketing activities enables better interactions in the market
structures. As such, the social media literature designs some better theoretical model of accessing
relevant information in the online platforms. The journey of making decisions is highly impacted
by social media and internet information.

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Research & Analysis
 Consumers’ Movements
The procedure taken by consumers in purchasing a product designs some better social
movements. The age of social media platforms defines the journey and potential capability of
making decisions to many consumers. Consumers’ protection is advocated in the business
organization especially in when making purchasing decisions. In the recent times, mode of
communicating information on good and service has been replaced by increased online platforms
like internet and social media (Du Plessis 2007). The government is providing information on
their products through online platforms to resourcefully engage potential buyers in their markets.
Online platforms are protected as consumer’s movements since they provide better coverage on
quality products by connecting with consumers and sharing relevant ideas on the product. Many
consumers’ movement plans are affected by social media and internet information. As such, the
consumer behaviors are largely pioneered by concepts of raising public awareness on purchasing
techniques.
Consumers' movement’s behaviors are developed in a different mode of purchasing a
product in the global marketing. Decision-making process forms a better mode of integrating
initial thought into a product with quality and brand of a product (East 2016). The reason why
social media platforms are highly relied by consumers is that they give ample time of making
choice on product. With these movements, the consumer's behaviors in the market system are
easily influenced by online discussion, experiences, opinions, and knowledge of a product and
services. Virtual communications in the online platforms are enhanced by growth in social
network and internet services. The business system is redirected to the online world where
consumers' makes decisions based on information accessed from online platforms. Internet

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system is integrating diverse groups of consumers to influence final decisions of buying a
product. A different mode of virtual communications involves online social networks, blog, and
different sites of marketing a product. For example, the market share on social networking is
developed through instance services in Facebook and YouTube platforms. These platforms
design some better measurement on purchasing decisions.
 Consumers' Purchase Decisions Behaviors
Experiences of different groups of consumers help them to have selective ways of
making decisions. In most cases, it is social media platforms that help an individual to interact
and exchange ideas on personal experiences. A good dynamic change of aspects designs better
migrations of individual decisions based on environment, behaviors, cognitive aspects, and
market systems. Different segments of the markets system design better cycle of needs and
desires of consumers (Fahy and Jobber 2012). Behaviors of consumers depend on different
categories of products like benefits desires and brand loyalty. A huge influence of the purchasing
decision involves social environments and physical qualities of a product and services. Online
platforms design some good mode of addressing needs of customers to helps different marketing
system have better engagements in speculated schedules. The communication means designs
different mode of summarizing consumers' decisions in purchasing a product. These experiences
are developed through associating different process of making the good choice of purchasing a
product.
Internet and social media platforms help consumers to make decision-based in the
following process. The first process involves problem recognition to make choice desired brand.
In this step, the consumer is able to realize single problem based on results on a different brand
of products (Quester 2007). The expectation of consumers is developed by providing a solution

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to the desire of something new in the potential market systems. Secondly, the online platform
helps in searching of important information once a problem is recognized. In most cases, these
actions may need external and internal information about the problem identified. Internal search
helps the consumer to have a good memory of the product while external involves actions of
visiting potential stores. The third step involves assessment procedures on alternative methods of
making consumers decisions, especially when featuring the product terms. In this case, the
consumer is guided in the online platforms to make a cheap decision on the product. The fourth
step involves purchase decision on the potential product after evaluating on alternative choice
which one could have been taken (Schiffman Leon 2004). The five steps involve post-purchase
evaluation on the product that helps consumers to form better integration on product's
perceptions and expectations. Additionally, the purchasing processes form a good framework of
representing consumers' interests.
 Online Social Networks
The increased influence of making decision purchasing decisions is facilitated by online a
platform of virtual communities, YouTube, Twitter, My Space, and Facebook (Wells 2012).
Many people are able to construct public profile and account that helps in sharing product
information. Different modes of interacting in these platforms are initiated by experiences of
consumers and cases where various consumers share similar needs on a product. Many behaviors
have been detected by many corporate where consumers' interaction in the online social
networks designs betters platforms of purchasing a product. Human communication and
interactions are strengthened in the online platforms. As such, there is better integration through
discussion forum to change decisions of potential customers. In the recent years, there has been
rampant growth in online participation to helps change the influence of brands and products. A

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social influence involves compliances to the provided norms of marketing systems. Equally
important, internalization of different goals enables better identification of social entities in the
market's systems. Therefore, social networks design good communication platforms influencing
individual decisions.
Conclusion
Briefly, the purchase decisions in the market system are largely influenced by
information from social networks system. Internet and social media platforms are relied on by
many consumers when making market decisions. Many people spend most of their time in the
social media networks. As such, the external modes of influencing personal decisions are not
preferred by many business entities. Many consumers prefer online platforms since it provides a
better display on a different brand of products. Equally, these Media give the client ample time
of making purchasing decisions. Therefore, a social media platform provides excellent areas of
making interaction on the featured brand of product.

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Reference List
Cohen, S.A., Prayag, G. and Moital, M., 2014. Consumer behaviour in tourism: Concepts,
influences and opportunities. Current Issues in Tourism, 17(10), pp.872-909.
Dennis, C., Merrilees, B., Jayawardhena, C. and Tiu Wright, L., 2009. E-consumer
behaviour. European journal of Marketing, 43(9/10), pp.1121-1139.
Du Plessis, P.J., Rousseau, D., Boshoff, C., Ehlers, L., Engelbrecht, M., Joubert, R. and Sanders,
S., 2007. Buyer behaviour: Understanding consumer psychology and marketing. Cape
Town: Oxford University Press.
East, R., Singh, J., Wright, M. and Vanhuele, M., 2016. Consumer behaviour: Applications in
marketing. Sage.
Fahy, J. and Jobber, D., 2012. Foundations of marketing.
Furaiji, F., Łatuszyńska, M. and Wawrzyniak, A., 2012. An empirical study of the factors
influencing consumer behaviour in the electric appliances market.
Quester, P., Neal, C., Pettigrew, S., Grimmer, M.R., Davis, T. and Hawkins, D., 2007. Consumer
behaviour: Implications for marketing strategy. McGraw-Hill.
Schiffman Leon, G., and Kanuk Leslie Lazar. "Consumer Behaviour." (2004).
Wells, V. and Foxall, G.R. eds., 2012. Handbook of developments in consumer behaviour.
Edward Elgar Publishing.

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