Social Media Advertising on Consumer Behavior | Report

Running head : REPORT
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Name of the Student
Name of the University
Author Note

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Table of Contents
Introduction......................................................................................................................................2
Literature review..............................................................................................................................3
Methodology....................................................................................................................................4
Findings and Analysis......................................................................................................................4
Conclusion.......................................................................................................................................5
References........................................................................................................................................6

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Topic - Social Media advertising on consumer behavior
Introduction
Background of the study
The social media marketing has taken the world by storm whereby it has been
successfully able to ensure that the different consumers are hooked to it. Earlier available on the
desktop and the laptop, the advent of internet on the smartphones has changed the dynamics
entirely. Now social media is easily accessible by mobile phones and hence made use of very
often. Hence , according to Saboo, Kumar and Ramani(2016), since it is usage has increased to
a greater extent, the social media advertising has started to influence the overall decision making
of the different consumers and directing their purchases as well.
Research aim and objectives
The main aim of the research is to highlight the primary influence of the social media
advertising on the consumer behavior. With assistance to this, the study shall provide certain
recommendations which would be useful in ensuring that the enterprises can modify their overall
social media game to attract customers and influence their decisions.
The objectives of the research can be mentioned to be as follows:
1. To understand the concept of social media advertising
2. To understand how the consumer behavior influences consumer decisions
3. To understand the association which exists between the social media advertising on the
consumer behavior
4. To find recommendations based on which the social media advertising can be utilized by
the companies influence consumer behaviors.
Rationale
The reason why the social media is considered effective is because it influences the
operations of the fir critically and also influences the decision making of the consumers. In line

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with this, by conducting this study, the author aims to assist the companies in understanding the
association between the two variables.
Literature review
Impact of social media advertising on consumer behavior
The information available online has enhanced considerably and in association with this,
it becomes effectively critical for the enterprise to ensure that it is successfully being take
advantage of this. The information as available on the net influences the consumers to make
better decisions. This has opened up new opportunities for various individuals as well. The
results on social media have a considerate influence on the consumer behavior because they are
greatly dominated by user content and opinions (Saboo, Kumar & Ramani, 2016). The use of
the social media has a significant influence on the consumer decision making on various decision
making steps. In order to understand which factors influences the decision making and
behavioral aspects, it becomes effective to consider that, the factors which influence the reasons
why social media advertising affects the consumer behavior is due to the fact that, the time,
costs, cost of acquiring information along with the processing information may influence the
operations adequately. The different customers will be able to undertake essential information
for their decisions and engage in long term success along with taking better decisions.
According to Alalwan (2018), there exists a considerate influence of the different social
media advertising aspects on the consumer behavior. Although this cannot be taken from the
decision making perspective, however, the consumers make use of the social media for the
benefit of convenient information and easy user based content. Moreover, the social media
advertising provides them with new information about new products. According to Vinerean
(2017), when the consumers view the social media advertising, the influence of the consumer
reviews has had a significant influence on the behavior of the consumers. The reason why the
social media advertising influences the operations of the consumers due to the participatory
culture which helps in connecting likeminded individuals and the considerate information
sharing procedure. It helps in requesting the opinions of the others and helps in the rating of all

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kinds of products which can then be used in the decision making of the different consumers. The
perceived informativeness along with the authenticity of the information will assist in having a
significant as well as positive influence on the consumer purchase decisions. According to
Stephen (2016), the social media is often perceived as a trustworthy source of information when
compared to the corporate communications and associated advertisements which were then
compared to the corporate communications and the advertisements by them.
The right kind of authentic information can be referred to as the main key aspect of all
decisions undertaken and in consideration to this; it becomes effective for the enterprise to see to
it that it is being able to undertake the information in the right manner. In association with this, it
can be effectively stated that, the social media provides an avenue of the right kind of
information and provides honest analytical reviews as well (Schivinski & Dabrowski, 2016).
Therefore, it can be effectively mentioned that, the social media advertising as per the literature
analyzed can have a considerate influence on the consumer behavior due to information
authenticity and reviews as present.
Methodology
Research strategy
The research strategy which has been adopted for the study can be stated to be the
Secondary Qualitative method. In the qualitative research method, the study will be analyzed
using qualitative means whereby the data collected through the secondary method shall assessed
and the previous studies which had taken place will be examined (Mackey & Gass, 2015).
Moreover, the secondary method of data collection has been undertaken whereby the information
from previous studies will be the primary source of information.
Findings and Analysis
Hence, from the secondary data as collected for the research, it was exclusively
understood that, according to Perumal and Yoganathen (2018), when a similar study was
undertaken, to find the influence of social media advertising on the consumer behavior, a total of

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158 respondents were undertaken and out of these 158 respondents, 129 reported by making use
of the social media in their adequate decisions and the rest 29, did not make use of the social
media in their decision making. Although the high usage of the social media has been reported in
various consumer behavior decisions in Thailand, there were certain participants stated that, for
the participants who did not enjoy the social media and usage in the decision making aspects
were agreed to be the no social media group (Perumal & Yoganathen, 2018).
There were 107 female participants taken for the study and 51 male participants were also
selected. In association with this, it becomes effective to state that the age of the participants was
33 to 37 years and the others were ranged over 49 years. Here the results tend to reflect that, the
different participants who made the decisions using the social media were rather satisfied with
their decision making procedure as the information was more reformed in nature. The social
media users found the decision making rather simpler and an enjoyable procedure (Alalwan,
2018). Additionally, the study also reflected that the use of the social media improved the
satisfaction level of the customers was high and the product reviews were also good. Hence, it
can be stated that the social media has enabled the marketers to access a considerate amount of
information on an instant basis and assists in building profitability (Saboo, Kumar & Ramani,
2016).
Conclusion
Hence, from the given analysis, it can be rightfully mentioned that, the social media is a
useful platform which is used by the different users to make purchase decisions. In consideration
with this, it is effective to state that, when the consumers are taking social media to review the
information, then in such a scenario, the results are quite positive. The report examined the
various ways in which the social media influences the consumer behavior.

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References
Alalwan, A. A. (2018). Investigating the impact of social media advertising features on customer
purchase intention. International Journal of Information Management, 42, 65-77.
Mackey, A., & Gass, S. M. (2015). Second language research: Methodology and design.
Routledge.
Perumal, Prasath & Yoganathen, Archchana. (2018). INFLUENCE OF SOCIAL MEDIA
MARKETING ON CONSUMER BUYING DECISION MAKING PROCESS. SLIS
Student Research Journal. 1.
Saboo, A. R., Kumar, V., & Ramani, G. (2016). Evaluating the impact of social media activities
on human brand sales. International Journal of Research in Marketing, 33(3), 524-541.
Schivinski, B., & Dabrowski, D. (2016). The effect of social media communication on consumer
perceptions of brands. Journal of Marketing Communications, 22(2), 189-214.
Stephen, A. T. (2016). The role of digital and social media marketing in consumer
behavior. Current Opinion in Psychology, 10, 17-21.
Vinerean, S. (2017). Importance of strategic social media marketing. Expert journal of
marketing, 5(1).