logo

Customers Towards Social Media Marketing

   

Added on  2020-01-23

13 Pages5132 Words53 Views
Consumer Insight

Table of ContentsLITERATURE REVIEW................................................................................................................1Influence of social media marketing upon buying behavior of consumer...................................1REFERENCES..............................................................................................................................11

LITERATURE REVIEWLiterature review may be defined as a technique or process by which individual cancritically evaluate the secondary sources of information. It includes books, journals and researchpaper which facilitate better understanding towards the research topic. It provides deeper insightto the researcher in terms of benefits and drawbacks of the research topic (Ferrari and et.al,2015). Through this, researcher is able to conduct research in an appropriate manner. The presentliterature will discuss the influence of social media upon the buying behavior of consumer. It willalso shed light on the consumer insight aspect. Through this, marketer or researcher is able toassess the triggers or motivating factors which highly affect their buying decisions.Influence of social media marketing upon buying behavior of consumer attitude of customerstowards social media marketingConsumer insight may be defined as the cross-way among the interest aspect ofconsumers and features of brand. The main objective behind such interaction is to assess thebehavior, mindset and expectation from the particular brand (What are consumer insights, 2016).Through this, marketer can easily identify the aspect which motivates consumer to makepurchase of the product or services of particular brand due to their beliefs, attitude, awarenessand features of the product. In accordance with the view point of Jobber and Ellis-Chadwick(2012), now a days people spend huge time on social networking sites such Facebook, twitterand my year book. As per the view point of Hair Jr and Lukas (2014) social media is the bestmedium in the area of communication. Through this, marketer can easily promote and distributetheir products and services. In the present era, marketer can undertake social networking sites which help them inattracting large number of customers. By placing advertisement on the sites of social media,marketer can easily communicate all kinds of information in terms of discounts, combo offersetc. Frequency in relation to make the use of social networking site is very high in the presentscenario. Therefore, customers have positive attitude towards the social media marketing. Thisstatement is contradicted by Hollensen (2015) that not all the customers operate socialnetworking sites. Most of the customers do not access social media sites due to lack of awarenessabout such sites. High percentage of old people does not access to the social networking sitesand thereby it adversely affect the customer awareness towards the product or services which areoffered by different marketers.Nevertheless, large segment of customers make use of social1| P a g e

media sites. Increasing awareness towards the social networking also provides assistance tomarketer in order to promote their products through social networking sites.Homburg, Kuester and Krohmer, (2013) claimed that customer having positive attitudetowards the social media marketing. Growing knowledge towards the access of social mediamarketing helps marketer in attracting more customers. In social media marketing, company ormarketer places advertisement on the right side of screen. Through such advertisement, marketercan easily covey information to the existing or potential customers about the price, feature andoffer etc. Through this, customers are able to compare products or services of one brand toanother. It provides assistance to customer in making cost effective decisions which providegreater benefits to them. Thus, large number of customers prefer to access the advertisementwhich is placed by an organization on the sites of social media. This aspect represents thatcustomer possesses positive attitude towards the advertisement that is displayed on socialnetworking sites. However, it is to be critically evaluated by Gerbaudo (2012) that customer canalso make comparison of brands by going through the sites of that particular brand. By accessingthe particular sites of brand, customer can get in depth knowledge about the brand and there bythe information about the effectiveness of products and services. According to the view point of Tufekci and Wilson (2012) there is an increasing trendtowards the working women. Due to this aspect, they do not have enough time to visit retailstore. It is the main cause due to which they prefer to access products or services through online.This aspect shows that there is large number of customers who prefer to make online shopping ofthe products or services. In this situation, social media sites provide brief knowledge about thebrand as well as cost and benefits of the products or services. Thus, costumer owns positiveattitude towards the products or services which are advertised on social networking sites. Suchattitude proves to be more fruitful for the marketer in terms of high sales and profit. It helps themin attaining competitive advantage in the dynamic business arena. Influence of social media marketing upon consumer awarenessCustomer awareness refers to the knowledge and information which customer possessesabout the different brands and its products and services. Customer awareness about the productand services is also the main factor which is offered by different companies at the competitivemarketplace. According to the view point of Stephen and Galak (2012) people are highlyattached to a particular brand which they use in their routine life. Once customers are attached to2| P a g e

End of preview

Want to access all the pages? Upload your documents or become a member.

Related Documents
Impact of Social Media Marketing on Consumer Buying Behaviour in Retail Sector
|7
|1877
|81

Effects of Social Media Advertising on Buyer Behaviour Assignment
|8
|1394
|29

Social Media Marketing PowerPoint Presentation 2022
|9
|581
|29

Impact of social media advertisement PDF
|7
|2101
|76

Effectiveness of Facebook Advertising
|4
|674
|13

Assignment Social Media Marketing
|14
|3077
|65