Impact of Social Media on Consumer Buying Behaviour

Running head: LITERATURE REVIEW
Literature Review
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LITERATURE REVIEW1
Table of Contents
Research Question......................................................................................................................2
Introduction................................................................................................................................2
Theoretical Approaches.............................................................................................................2
Literature Review.......................................................................................................................4
Literature Analysis and Gap.......................................................................................................8
Conclusion..................................................................................................................................8
References................................................................................................................................10

LITERATURE REVIEW2
Research Question
How the synergy of Social Media Marketing does effect the process of Consumer
Buying Behaviour.
Introduction
Analysed as per the viewpoint of Dahl (2018), the ideology of social media is
determined as the compulsive addiction of the modern generation individuals to use the
different platforms available on social media. In the changed and modernised era of the
world, the community is known to use the available platform of social media in their day-to-
day life. Initiating from the communication process to sharing information as well as buying
the desired goods and services all involves the platform of social media in this era of the
world (Plantin et al. 2018). In this context, studies have clearly proved that the aspect of
social media has created a significant impact on the behaviour process of consumer buying
synergy. This statement is evident from the fact that 71% of the total population all across the
globe remains online in the social media platform on a continuous basis (Miller et al. 2016).
Social media has not only drifted the personal life of the individuals, but the same has also
brought massive changes in the professional experience of the individuals. As opined by
Chaffey and Ellis-Chadwick (2019), the social media with its swift growth have highly
entered into the theory of marketing as well as advertising of the business organisations along
with the availability of the online web portals for the consumer to buy their preferred choices
of goods and services.
Theoretical Approaches
Several theoretical approaches have been determined in the concern of understanding
the thesis presented in the given report about the impact of social media in the concern of

LITERATURE REVIEW3
consumer buying behaviour. The first one is determined as the Theory of Social Media
Interaction, which critically states the formulation of the stable interactions related with the
platform of social media legitimatization connected to the particular thoughts as well as
issues with the practices of the same (Bruns 2018). This theory helps in the way individuals
are to be transformed effectively into the field of knowledge about social media.
Moreover, the Social Network Theory has been recognised to be that study which
critically helps in the understanding of how different individuals, group of individuals, as
well as organisations, interacts with other people inside their own network (internal) (Goldie
2016). The understanding of this theory begins with the most significant element (system)
and moving towards the smallest component (actors). These actors can be determined to be
anyone from a singular individual, group or an organisation. In the ideology of Social
Network Theory, there are three types of a social media network that helps in the process of
interaction; the ego-centric, the socio-centric as well as the open-system network (Pedersen
2017).
In addition to the above two theories, the New Media Theory is also determined to
influence the synergy of the impact of the social media in the concern of affecting the
consumer buying process connected to the modern era of the business world (Bilgihan,
Kandampully and Zhang 2016). This theory is known to conceptualise the practical
implications of the digital form of technologies which begins from the configurations of the
novel socio-political configurations that are known to be fostered by the communication
process of computer-mediated approach, moving towards the aesthetic as well as the cultural
significance related to the scenario of digital culture.
Last, but not the least, the Media Ecology Theory related to the ideology of social
media, is considered to aim at the understanding of the social impact that is caused in the