Social Media Can Influence Customer Buying Behaviour

How social media can
influence customer buying
behaviour

TABLE OF CONTENTS
INTRODUCTION: .........................................................................................................................1
LITERATURE REVIEW ...............................................................................................................2
RESEARCH METHODOLOGY.....................................................................................................4
TIMELINE OF RESEARCH ..........................................................................................................5
REFERENCES:...............................................................................................................................7

INTRODUCTION:
In the recent scenario, social media has highly influenced the buying behaviour of
customers. It has transformed the way of purchasing products. The use of social media is rapidly
increasing among people. Mostly, youngster’s interest has increased due to ease of technology.
However, there has been high demand of smartphones in the market. Social media has created a
great impact on the buying behaviour of customers (Flick, 2015). It is because of marketing of
products on networking site. Companies are now promoting their products on social media.
Besides this, platform has given opportunity to companies to attract a large number of customers.
This has developed various e-commerce sites for doing business. As more and more people
interact with each other on social media, they discuss about product’s features. After using that,
product’s reviews are given. Reviews given by people play a vital role in influencing the
behaviour of other people. Reviews and feedback helps in identifying how much a product
values. Also, what unique feature it has (Robson, 2014). Thus, by knowing reviews and ratings
of products, decisions are taken.
Customer behaviour is related to the decision and choice of people while purchasing a
product. It refers to the factors that influence people in their buying behaviour. These factors are
related to social, psychological behaviour, etc. of people. Along with this, change in tastes and
preferences of people also lead to change in their needs. A negative review about a product will
create a bad image of that. This will allow them to not to buy that. If a consumer becomes loyal
with a company then he or she will always say positive about it. It will help in creating a strong
brand image of company (Smith, 2015).
Importance of research
Social media is a platform where a person is connected with millions of other people. So,
if anything recommend by him will be observed by them. This is the main reason why
companies promote their products on social media. Also, a positive or negative comment given
by individual will let others in making decision. Moreover, generally people buy products only
after getting reviews from others. For example- a new product is launched in the market. So, if
positive reviews are given by people then it will help in easy promotion. Thus, by this, company
will be able to increase its sales and generate more profits (O’Leary, 2017).
1

Rationale of research
This research is based on How social media can influence customer buying behaviour. It
will show why there has been change in consumer behaviour and what factors are involved in
this. People have been focused on social media to purchase any products. They search for
information and then compare it with other. This helps them to make correct decision. The
objective behind conducting this research is to find out the factors that influence consumer
buying behaviour while purchasing products on social media.
Research objectives:
 To identify impact of social media on consumer buying behaviour
 To identify impact of social media on business marketing strategies.
 To identify the changes social media has brought to consumers in different stages of their
decision making.
Research questions
 What is the role of consumer buying behaviour in purchasing goods and services?
 What is the role of social media in marketing of products?
 How social media influence customer buying behaviour?
LITERATURE REVIEW
The digital evolution has transformed entire way of doing business. It has provided many
techniques and tools through which products and services are advertised (Bell, 2014). The
methods and tools used in this have attracted a large number of customers in less time. Also, it
has provided a platform for companies to promote their products at same place. However, it has
effectively used technology for marketing products. For this, social media and internet have been
a great tool for companies. It is because; people are highly attracted towards various networking
sites. The increase in use of social media among youngsters have converted companies to use
them as a useful source. Moreover, the benefits of using this source are it is very cheap and large
number of people like to spend most of their time on networking sites. They interact with each
other and share their views and opinions (Dyas, and Leighton, 2014). It has provided a variety of
2