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Consumer Decision Making Process Assignment
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Added on 2020-04-01
Consumer Decision Making Process Assignment
Added on 2020-04-01
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How Does the Consumer Decision Making Process Influence the Advertising StrategyWithin Social Media?By Student’s NameCourse + CodeClassInstitutionDate
How Does the Consumer Decision Making Process Influence the Advertising StrategyWithin Social Media?AbstractThe rapid improvement of communication channels and technology has greatly increased the rate at which consumers use web tools and the internet. One of the most vital tools is the social media which is at least being used by every consumer in the world currently. The consumers have access to a lot of information on the goods and services they want to purchase on the social media. Studies have indicated that current social media elements such as Facebook have become importantmarkets to the consumer. This study’s main aim is to identify and have a better understanding aboutthe social media that is currently affecting people’s lives and also show the new aspects affecting the internet. Additionally, it shows how several media networks affects the purchasing patterns and behaviors of this consumers. The study group assigned to this study consisted of a group of six hundred and eighty-eight consumers between the age of seventeen to twenty-four years who had access to the social media elements and platforms and had one or several accounts in the social networks. The group was randomly selected by the random sampling method. Different methods such as face to face interview, use of questionnaires were used to obtain the data. Questionnaire forms developed by researches were taken into account. These forms consisted of three chapters, the first chapter consisted of questions about the demographic information of the group while the second one consisted mainly questions about the time period and the main aim of this young peopleto use the social media and internet networks. The last chapter had a scale with 5 points which was used to evaluate and identify the relationship of the purchasing patterns and behavioral patterns of
this young people as a result of the social media. The validity and reliability of this scale were also done independently. A coefficient about the scales reliability called the Cronbach Alpha was prepared just to determine this relationship and was .966 SPSS. Appropriate statistical methods and16.0 programs of package were used to make analysis on the data obtained from the users of the social media. The findings from the study indicated that the tools of social media had created quite a significant difference on the purchasing behaviors of the consumers regarding their education status and age groups. This was according to the 2013 European Journal research and education done by the IASSRIntroductionNew technologies in the communication channels offered media based discussion and sharing, and also created conducive environments in which people could easily share their important ideas, services and even sell their products[ CITATION Eli14 \l 1033 ]. The social media has definitely become one of the most used application of the internet and is actually a vital tool of communication. The rate of people using the social media was increasing especially when the number of people with access to the internet increased.The continuous and rapid growth of the social media has made it become an unbendable part of most organizations around the globe. Just take a look at the last two years, studies have shown that social media use increased rapidly worldwide and this was actually facilitated by television invention[ CITATION Fot14 \l 1033 ]. It had taken 30 good years for radio listeners to hit 50 million, while it only took 13 years for television to hit that same number of viewers. Interestingly, the internet only took four years, and to be more specific, Facebook hit 50 million users in only one
and half years. Facebook was just a single aspect designed for Harvard university students. In the year 2009, the number of people using Facebook was around 100 million and at the end of 2010, the number had hit to half a billion users in the entire world[ CITATION Eli14 \l 1033 ]. As social media grows at that great pace more than other programs of communication, then its importance also increases. Even following its advancement and development becomes quite difficult and challenging.By 2013, more than 1.2 billion users of the total 2.5 billion users are members of and even use most of the services offered in the social network. A survey done in 2012 called the Global Survey network[ CITATION Nie12 \l 1033 ], indicated the following statistics: There was 518,512,108 users in Europe, 1,076,681,056 users in Asia, 167,335,978 users in Africa, 273,785,414 users in North America, 254,915,746 users in South America and 24,287,918 users who were at the sea regions. The percentage of internet users who were social network members was approximately 50 percent and 67.6 percent in the years 2012 and 2013 respectively, this percentage was rose up to 70.7 percent in the year 2014. Even without China’s population in this calculation, still Facebook hits more than one billion users. The top five countries with most Facebook users in the world include the following in descending order: Bangkok-Thailand has 12,797,500 users, Jakarta –Indonesia has 11,658,760 users, Sao-Paulo –Brazil has 8,791,700 users, Istanbul –Turkey has 8,325,860 users, Mexico-Mexico City has 7,743,220 users. The most popular networks are Cyworld, Facebook, Hi5, Google, myspace, Jaiku ,netlog, Orkut, Nextdoor,Tagged,studiVz, Tuenti, Tribe.net, Tumblr, Unthink,Twitter,You tube,Vkontakte, Hub culture ,Linkedin,Plaxo ,Viadeo, Xing ,NationalField, and WiserEart. In the whole world, about
800 million users visit You tube in a month and at least 7500 videos are shared via Twitter. Twitter is mostly used in the USA, Japan and even in Brazil. With the above figures put into consideration then there is a likelihood that in the future most of the internet use will be greatly through the socialmedia.When compared to old –fashioned media, social media has a great effect on a large number of audience over a short period of time. Social media can be well termed as the platforms which allow sharing of information, interests or ideas and interact very well through use of the mobile systems or the internet[ CITATION Haj14 \l 1033 ]. The platforms include such applications as the chat rooms, location services, discussion forums, social guides, social networking, social bookmarking, weblogs, blogs, video casts, social status network, podcasts, wikis, twitter and Facebook.Nowadays, consumers can easily exchange ideas especially in the discussion forums provided by the networks with the sole purpose of acquiring help, suggestions and information on products they want to buy. According to the research that was published by the [ CITATION And15 \l 1033 ] SMG knowledge in the year 2012 which had been done by Global Web index on the change in purchasing behavioral patterns caused by the internet ,the following were obtained: In the year 2011,89.2 percent of users in Turkey do a thorough online research before buying a product, 62 percent will consider researching the product brands as their sole reason , 72 percent will actually comment on a product on at least an online platform, while 52 percent had that impression that incase a foreigner made a suggestion about that product then that creates an impression. Additionally, a study done by the [ CITATION Haj14 \l 1033 ] called the networking sites as environment where advertisement of goods and services can be done. In the same year, results
showed that most consumers are affected by reviews made by their pals on the media, and the different opinions made by the friends will guide consumers to choose certain companies or the product of those companies.Research Question and Objectives The decades of research have demonstrated that peers have an influence on the purchasing behaviors of the consumers. However, there have been a research gap on explaining role of the social media in influencing the consumer purchasing decision and the influence of social media on the marketing strategies. Therefore, this study is guided by one key research question, ‘How Does the Consumer Decision Making Process Influence the Advertising Strategy Within Social Media?’ In addition, the effect of social media on the consumers’ purchasing decision process has brought about new challenges for marketers that it will be significant to research.Literature ReviewIn the previous years, the tasks of most users on the internet were mostly limited to shopping and reading; nonetheless, advancement in the internet systems and technologies have led to new aspects and scopes in these tasks[ CITATION Hel15 \l 1033 ]. Nowadays, users are capable of creating new content and sharing it without any technical expertise. The new concept of internet that is based on communication and interactivity and also helps in the free sharing of information isreferred to as web 2.0. With the above definition, social media is the web 2.0 sites that brings people together in an imaginary framework or platform and ensures social interaction, a strong working community and good project implementation[ CITATION Sim13 \l 1033 ]. The most common
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