Sample Assignment on Social media

Added on - 31 May 2021

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Research Project
Running Head: ReportContentsTask 1..........................................................................................................................................................21.1.Introduction.....................................................................................................................................21.2.Rationale..........................................................................................................................................31.3.Literature review..............................................................................................................................41.4.Methodology....................................................................................................................................71.5.Timeline...........................................................................................................................................9Task 2........................................................................................................................................................11Executive Summary...................................................................................................................................11Introduction...............................................................................................................................................12Research Methodology..............................................................................................................................13Findings.....................................................................................................................................................17Discussion.................................................................................................................................................24Research Evaluation..................................................................................................................................25Conclusion.................................................................................................................................................27Recommendations.....................................................................................................................................28Appendix...................................................................................................................................................29References.................................................................................................................................................321
Running Head: ReportTask 11.1.IntroductionDoes social media affect the consumer purchasing behavior?Social media becomes the mostsignificant tool or platform that helps the people to connect with the people and organizations.Social media is used by the various people or organizations to share their experiences,information, reviews and data. It becomes easy to analyze the behavior of the consumers throughsocial media platforms.There are various studies that evaluate the importance of social mediainformation for the people for their future purchases or future planning. This research Project isof great use as it helps to analyze the role of technical revolution on the traditional marketingapproaches. There are many marketers are using the social media as its advertising strategies andtake full advantage in order to attract the more customers for the business. Social media andconsumer purchasing behavior are the two different concepts and they both are influencing eachother to a great extent.Consumers and businesses have been more connected because of the presence of internet andtechnologically revolution. Therefore, the whole research revolves around the positive as well asnegative influences of social media platforms on the consumer purchases. Social media is veryeffective tool which keeps going every day and it is estimated at around 500 million connectingwith social media such as Facebook, Instagram, twitter, YouTube and LinkedIn. The goal of thisresearch report is to ascertain influence of social media on consumer purchases through thereview of selected literature on social media and also by conducting some quantitative research.2
Running Head: Report3
Running Head: ReportObjectives of the researchThe main objective of this research is to gather, analyze and conclude all the necessary data andfindings related to the influence of social media on consumer purchases and narrow down thefocus on decision making processes of the consumers associated with the social media. Becauseof the technological revolution and increasing use of internet, consumer behavior and socialmedia becomes a relatively challenging and broad topic. Looking at the previous records andstudies, it is estimated that Facebook has more than 600 million daily active users.Approximately 30 million pieces of content has been Shared on Facebook on monthly basiswhereas 500 million tweets per day has been sent on the twitter. Moreover, the Global averagetime spent on social networking sites is 6.9 hours by a single person. Therefore, the use of socialmedia sites by the marketer becomes the most important aspect of the consumer purchases.Acknowledging all these key aspects of consumer behavior, the objective of this study is toexplain when, why and how social media has influenced the consumer purchases. Besides, theresearch will also focus upon the positive as well as negative influences on the companies andcustomers in the new marketing era[ CITATION KMa171 \l 1033 ].1.2.RationaleSelecting and conducting this project from the perspective of consumers would be suitableapproach with regard to the objective and this research project selection will help in both wayslike academically as well as professionally. It is analyzed that there are many studies and reportsto help the companies to gain better understanding in social media marketing but not to help thepeople or consumers to identify the benefits of social media in purchasing decision making. The4
Running Head: Reportreason behind choosing this topic is to build up the important ideas in order to determine thesocial media influence on the consumer buying behavior and suggesting some ideas toorganizations to make effective marketing strategy. Individuals are more active on the socialmedia sites these days because of the rapid growth of the internet users. Also, the businesspromotions and the communication with the large number of people are connected with thesocial media approaches as well as the consumer behavior. Moreover, I found this topic veryinteresting because this research will help in the future also to analyze the changing nature, tastesand preferences of the consumers. This research project aims to serve as an indicator andguideline to all the potential companies to determine the taste and preferences of the consumersvia social media sites and also highlights the various factors such as Technology, Cultural valuesand norms that affect the consumer purchases. Social media and its impact on the consumerpurchases is no longer a new aspect because it is still considered as a developing an evolvingtopic. The information shared on the social media websites is a very helpful source because itinfluences the consumer decision making behavior. This topic is very broad and challengingbecause of the involvement of various social and technological factors[ CITATION JFo15 \l 1033 ].1.3.Literature reviewThere are many studies already conducted in the previous years on the consumer behavior andhow they are influenced by the social media. Consumers are the ones who purchase the productsand services offered by them. According to the scholars, consumers are the most important partfor any business activity and business would not exist without the consumers.5
Running Head: ReportAccording to the viewpoints of the various economists, consumer behavior is defined as theattitude or style of the consumers when they try to buy some products or services. Consumerbehavior is basically a process of taking decisions, especially when thinking about the purchaseof a product. Consumer behavior is different for different products and brands. Consumerbehavior is the reaction of the people towards the particular product or the number ofalternatives. The behavior of every consumer is different from one another and has a differentperspective or criteria to take their buying decisions[ CITATION LAn171 \l 1033 ].The traditional ways used by the business are the Radio, TV and the print media for theadvertisement and these ads incurs high cost. On the other hands, the social media are the costeffective strategy as the posting of the business ads on the Facebook and other channels of socialdoes not include high costs. The need of the further research arises because of the confusing andmixed views found in the previous studies and because of the gaps in the studies, this researchreport is carried out to find out the role of the social media in the buying behavior of theconsumers. In the previous studies, there are many authors who gave their viewpoints in thefavor of the social media and some of them are against these platforms. The conflicting views ofthe researchers forced to carry the further research. In the context of trust and intentions ofpeople, the authors like Ba and Pavlou (2002) said that there are two dimensions of the trust thatis benevolence and creditability. Benevolence means consumers want to trust on the same usersof the product and credibility means sharing of the relevant information through the social mediaplatforms and people can trust on these online user reviews and good reviews always useful forthe organizations[ CITATION ACh14 \l 1033 ].6
Running Head: ReportAccording to the previous researches, there were many traditional ways to attract the customersfor their products which includes the advertising campaigns, magazines, newsletters, etc. butpeople use the online marketing nowadays. As per the social media networks reports, Facebookis the most used social platform which influences the decision making of the customers[ CITATION Dug13 \l 1033 ]. In May 2012 year, Facebook has over 900 million users.This platformis used to share the photos, information, videos with friends and can search many people fromtheir name or mail id. The main motive of these social network platforms is to give power to thepeople to share their information and make the world connected and open.According to the research of Kaplan and Nick,they analyzed that there are many several socialmedia networks which are used by the various businesses because of its unique advantages[ CITATION Kap10 \l 1033 ]. However, the recent trends show that all the social media networksbecome the main source of information for the various customers. According to Nick Hafele,business can generate brand awareness s among the people by sharing the information with thecustomers through blogs and by updating the new products of the company through online mode[ CITATION DAd17 \l 1033 ]. According to him, there is a still need to diversify the social media toensure that information that is being shared with people is going to the appropriate audiences[ CITATION AlD151 \l 1033 ].Contribution of own research questionsAfter analyzing the previous literature, it is clear that the main focus was given on the betterunderstanding of the social media marketing instead of analyzing the effect of the social media7
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