Effects of Social Media Advertising on Buyer Behaviour

Running head: EFFECTS OF SOCIAL MEDIA ADVERTISING ON BUYER BEHAVIOUR
Effects of Social Media Advertising on Buyer Behaviour
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EFFECTS OF SOCIAL MEDIA ADVERTISING ON BUYER BEHAVIOUR1
Marketing through social media is a way that puts the customers to a centre of
business world and gives the marketers new equipment so that they can have interaction
with the consumers in an innovative way. When I saw the contemporary style of marketing
that social media has brought along, I started to identify an interesting research topic
which is the effects that this type of social media advertising can possibly have on the
behaviour of the buyers (Barhemmati and Ahmad 2015). The advent of social media has
not only opened up new ways of dealing with the consumers, but it has also created a
whole new space where the behaviours of these buyers can be analysed and appropriate
actions can be predicted for a profitable business. The only question that remained was
how to predict a profitable business through the analysis of the buyer’s behaviour on the
effect that social media advertising has imposed (Stephen 2016). After looking through a
couple of empirical documents and doing some research on the topic online, I decided to
carry on the analysis of the buyer’s behaviour myself through a report, where I will note
down the behaviour pattern and try to deduce the path to a profitable business prediction.
While drafting the assignment there were a lot of things that I learned about which were
useful in the processing of the report. For instance, I came to know that social media is
such a platform where consumer interaction is processed easily than any other platform
and this is a beneficial fact that gives both the consumers and the marketers convenience
to attain whatever they are looking for. It is a two-way process where both the parties are
gaining from the action done in the social media (Hutter et al. 2013). Dr Philip Booth
provided me with feedbacks on my draft and guided me to a standard path following which
I can get the research question analysed from every aspect and angles as well as provide
the readers with the best possible answers.
The literature review framed by me had to be done through a lot of research on
Social Media Marketing as well as on Consumer Buying Decision Making (Goh, Heng and
Lin 2013). I had to thoroughly go through the technical revolution that took place in the
history of commerce and changed the whole approach that was traditionally followed by
the marketers; this technical revolution in the form of social media advertising or even
social media marketing brought the marketers to a new era that taught them innovative
ways of integration and interaction with the buyers (Vinerean et al. 2013). The importance
of the consumer behaviour was also discussed upon by me in the literature review in the
aspect of marketing, since this behaviour assists the marketers in forming strategies to run
their business robustly. In the world where social media is dominating in the fields of
marketing, marketers have found a way to employ social media technique so that the
consumer’s loyalty could be won and its behaviour can be altered (Lee and Hong 2016).