Impact of Social Media on Consumers Buying Behaviour
Added on 2020-09-03
15 Pages5293 Words59 Views
RESEARCH ESSAY(Effectiveness of digital technologies and internet on influencing buyingbehaviour of consumers: how social networking sites impact onconsumer's purchasing behaviour)
Table of ContentsINTRODUCTION...........................................................................................................................1MAIN BODY...................................................................................................................................2Buying decision process and factors that influence the mind of consumers..........................2Effectiveness of internet/ digital technologies in changing mind of customers.....................5Communication theories.........................................................................................................7Impact of social media on consumer's buying behaviour.......................................................8CONCLUSION................................................................................................................................8REFERENCE ..................................................................................................................................9
INTRODUCTIONTechnical revolution has changed the condition of nation to great extent. Use of internet,digital technologies, social networking sites have given huge success to the business unit. Use ofsocial media is the revolution for traditional marketing , it supports in developing communicationbetween marketer and consumers (Armstrong and et.al, 2015). Twitter, Facebook, Instagramgive opportunity to business to interact with consumers more effectively. Through this mediumindividual can gather much information about products of the firm and they can get to knowabout attractive features that are provided by entities to them. With the assistance of socialmedia people are now able to share information and get reliable detail easily. Internet and social media has provided great environment to the population that supportsthem in increasing their interaction. It encourages consumers to use web services and get toknow about new offers of organization. The study concentrates on impact of social media onconsumers buying behaviour. There are approx 600 million people in UK those who are usingFacebook daily. 30 million people shared information through social media tools. As per therecord of 2013, total online sale has reached to 1850 billion in that year in the United Kingdom.Internet and e-commerce have given opportunity to consumers to get their favourite products atminimum cost. Social media is being used by most of the companies to promote their brand andattract new consumers towards the brand (Nick Hajli, 2013). Because of rapid growth of onlinesales, most of the retailers and big organizations are taking support of this platform.This research concentrates on impact of internet and social media on consumers buyingpattern and changing their perception. It was established through this study that digitaltechnologies are associated with the companies profit. It helps in reducing overall cost of entitythus, firms try to provide products to consumers at reasonable rates. This paper will argue hatincreasing use of social media and internet supports in changing consumers buying behaviour. Inthe modern era maximum people use smart phone and smart devices. They get to know aboutnew offers by using internet on their mobile devices. A study shows that Dell has earned 3million from using Twitter (Fitore Jashari, 2017). However, important question is required to beexplored for understanding consumer buying behaviour and they purchasing pattern in UK. Forexample, does increment in capabilities of individual to get connected with others change theirmind towards particular products and services?1
People communicate with each others and share their experience through socialnetworking sites. It makes other positive towards the brand and they try to experience productsof the company. Internet is the easiest way to shop products and services. They can orderanything on internet and can get home deliver of goods. It enhances their interest and theybecome frequent buyers of particular firm. Internet gives them variety of option and goods ataffordable rates. That helps in changing their perception and behaviour of purchasing anything. The study will pay attention on factors that influence consumers buying behaviour.Furthermore, it will emphases on benefit of shopping through online platform for customers andwhy their mind gets influenced (Schivinski and Dabrowski, 2016, pp. 189-214). In addition,argument will be made on effectiveness of social networking sites on changing perception ofcustomers and building strong relationship with them. Finally, it will argue on how social mediaincrease connectivity between people and organization and encourage them to shop from here. MAIN BODYBuying decision process and factors that influence the mind of consumersGodey and et.al, (2016) (pp.5833-5841) has developed theory of buying behaviour. Thismodels states various elements that are involved in decision making process of individuals.These elements are divided into three set of groups: motive, alternative option and decisionmediator. Motive is considered as specific need of the person to buy particular product andservices. Lower income class or upper income class people like to purchase anything as per theirrequirements. They select such material that can fulfil their this requirement. Alternatives areconsidered as other brand that provides similar products to customers as per their requirements.Howard- Sheth theory contributes well in understanding buying decision process of individual, itis called stage model. Erkan and Evans, (2016) (pp.47-55) has given five stage model in order to developunderstanding about buying process of consumers. These five stages are: need recognition,searching information, evaluation of alternative, purchase decision and post purchase evaluation.Author has stated that buying decision is considered as integral part of buying behaviour.Consumers first analyses their needs and accordingly they search information that can fulfil theirneeds. After that they look at the alternative options from where they can get similar products atreasonable price and quality (Wolny and Charoensuksai, 2014, pp. 317-326). After that they2
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