Influence of Social Media on Consumer Buying Behavior

This research project focuses on the influence of social media on consumer buying behavior. It includes the research methodology, research questions, data collection, and analysis of the research data. The findings include the types of social media accessed, accessing of product/service/brand information, and the influence of direct links from social media sites.

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Research Project

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Table of Contents
Research Methodology....................................................................................................................5
Overview......................................................................................................................................5
Research Paradigm......................................................................................................................5
Research Approach......................................................................................................................5
Research Design..........................................................................................................................6
Research Questions......................................................................................................................7
Research Hypothesis....................................................................................................................7
Data Collection............................................................................................................................7
Data Analysis...............................................................................................................................8
Sampling......................................................................................................................................9
Ethical Issues...............................................................................................................................9
Research Limitations.................................................................................................................10
Analysis of the Research Data.......................................................................................................10
Introduction................................................................................................................................10
Data............................................................................................................................................10
Empirical Analysis.....................................................................................................................11
Age Brackets of Customers...................................................................................................11
Income Group of Respondents..............................................................................................12

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Gender of the Respondents....................................................................................................12
Findings.....................................................................................................................................14
Types of Social Media Accessed...........................................................................................14
Accessing of Product/Service/Brand Information.................................................................17
Information use for buying product/service..........................................................................20
Influence of Direct Links from Social Media sites................................................................22
Conclusion.................................................................................................................................24
Discussion......................................................................................................................................24
Preference of visiting Social Media sites...................................................................................24
Accessibility of relevant information........................................................................................25
Usability of information in making purchases...........................................................................25
Influence of direct links on social media sites...........................................................................25
Contributions of the Study.............................................................................................................26
Limitations and Future Research...................................................................................................26
References......................................................................................................................................27
Appendix........................................................................................................................................29
Appendix 1.................................................................................................................................29
Survey Questionnaire.............................................................................................................29
Appendix 2.................................................................................................................................30

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Types of Social Media Accessed...........................................................................................30
Appendix 3.................................................................................................................................30
Accessing of Product/Service/Brand Information.................................................................30
Appendix 4.................................................................................................................................31
Information use for buying product/service..........................................................................31
Appendix 5.................................................................................................................................31
Influence of Direct Links from Social Media sites................................................................31

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Research Methodology
Overview
This chapter would effectively focus on reflecting the research methodology that would be
followed for carrying out the research in a timely and effective fashion. It would also highlight
on the research questions and hypothesis that needs to be addressed by the research activity.
Research Paradigm
The positivism research paradigm would be incorporated for carrying out the research regarding
social media’s influence on consumer buying behavior. The application of positivism research
paradigm implies the incorporation of statistical and diagrammatic tools for evaluation of
inferences gained based on carrying out a survey activity on a target population. Owing to the
incorporation of quantitative techniques, the positivism research paradigm is considered to be
scientific and rationalistic in nature as compared to interpretivism research paradigm. The
inferences gained in case of positivism research are identified to be specific and quantifiable in
nature. Further, the application of diagrammatic tools in case of analysis of the inferences
regarding positivism research enhances the level of its significance and makes it easy to be
interpreted (Rubin, 2008).
Research Approach
The current research activity is to be conducted through the employment of deductive research
approach. Selection of the deductive research approach potentially implies the development of

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research hypotheses and thereby in formulating structured survey questions for carrying out a
survey on target respondents. The inferences gained based on carrying out of the survey being
quantifiable would be tabulated on an excel sheet for carrying out needed analysis. The
inferences gained from the analysis would be applied for evaluation of the research hypotheses.
The application of deductive research approach ideally contributes in making the research
activity focused or narrowed upon (Bynner & Stribley, 2010).
Research Design
The research design for the current research activity would evidently focus on the incorporation
of both secondary and primary analysis. Secondary analysis would be carried out in terms of
consulting books, journals and other online articles associated to the understanding of consumer
buying behavior and the impact of social media on such. The secondary analysis would serve an
effective background for the carrying out of primary research activity in the form of surveys and
interviews. Further, secondary research is encouraged in that it stands out to be cost effective and
also can be carried out in an independent fashion to gain access to authentic data published in
secondary sources. For the primary research activity, the application of survey research is
required to be undertaken (Rubin, 2008). Structured questionnaire sets are required to be
formulated for carrying out the survey on a specific population. Specific, structured and
quantitative inferences would be gained from the survey activity for carrying out further analysis.
Primary research activity though time and cost consuming in nature is encouraged owing to the
fact that it helps in generating practical and current inferences associated to the research issue.
Further, the incorporation of both qualitative and quantitative data sets for carrying out the
research activity signifies the application of triangulation research activity. Triangulated

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Research potentially contributes in enhancing the depth and quality of the research activity
(Brown, 2010).
Research Questions
1. What are the social media platforms that are most frequented by customers?
2. What type of information is accessed by customers in terms of accessing social media
networks?
3. How does the information accessed by customers via the social media platforms
influence their purchase decisions?
4. How can the use of direct links enabled in the social media platforms to e-commerce sites
contribute in attracting and converting potential customers?
Research Hypothesis
H0: The accessibility of customers to social media platforms of product and service brands fails
to generate potential influences in affecting their consumer behavior.
H1: The accessibility of customers to social media platforms for product and service brands tends
to cast an influence on the shopping and purchase behavior of the consumers.
Data Collection
Data collection activity for the research activity would be carried out based on sourcing
information from secondary and primary sources. In terms of secondary sources, books, journals
and articles would be searched from the online library and studied for gaining access to relevant
data regarding the influence of social media activities on the buying behavior of the consumers.

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Other than the use of secondary sources, survey activity would also be carried out to collect
primary data from the larger market. The carrying out of the survey activity in terms of
designing of close-ended questions and disseminating it amongst the target population through
the use of different tools like SurveyMonkey that serves as an online survey tool, social media
networks like Facebook and Twitter and also based on the use of physical mailing system
(Cohen, Manion, & Morrison, 2013). Further, the responses to the structured questionnaires
would be gained based on the use of multi-dimensional rating scales that would help generate
diverse responses from the respondents. The data collected from secondary sources would be
qualitative in nature while that collected from primary sources would be quantitative in nature
(Tingli & Chengqing, 2010).
Data Analysis
The data analysis would be mainly carried out based on the quantitative data derived from the
respondents associated to close-ended questions. The quantitative data generated from carrying
out of survey activities would be determined based on percentage of responses to the different
options linked to the survey questions. The same would be tabulated in the excel sheet under
different categories and parameters developed based on the survey questions (Golafshani, 2003).
Further, the application of diagrammatic research tools like pie, bar and line charts as well as
scatter diagrams would be incorporated for rendering needed clarity to the research inferences.
Interpretation of the inferences would also be made for generating effective understanding
(Babbie, 2009).

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Sampling
The application of random sampling approach would be carried out for effective selection of the
sample respondents needed for carrying out the survey. The use of simple random sampling
approach would be made for selection of 50 respondents. The application of simple random
sampling ideally helps in the easy and faster selection of sample respondents for conducting the
research activity (Thyer, 2009). However, care must be taken for selection of such sample
respondents that are frequent users and visitors to different social networking platforms and also
focus on both gaining and discussing product, brand and services related information of different
consumer companies with other community members (Bryman & Bell, 2007).
Ethical Issues
The application of survey research activity requires the researcher to focus on fulfilling the
following ethical objectives. Effective clarification of objectives and rationale behind carrying
out the research with the usability of the results gained from the research findings are required to
be made to the survey respondents. Further, consent and permission from the respondents is also
required to be gained by the researcher before publicizing the responses gained from them
(Cohen et al., 2013). The researcher is required to generate a written promise to the respondents
that in any case no part of the responses generated by them would be publicized either in printed
or in digital form without their effective consent. Fulfillment of the above ethical objectives
contributes in enhancing the trust and commitment of the respondents for effectively
participating in the survey activity (Wimmer, 2012).

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Research Limitations
Owing to time constraints the research activity is carried based on incorporating survey activity.
However, the research could be better enriched in terms of amalgamation of survey research with
carrying out of interview and also observational study. The analysis of interview transcripts and
also ethnographic notes based on conducting of observational or field study would have helped
in enhancing the depth of the research and helped in gaining much refined information and
understanding of the influence of social media activities on consumer behavior.
Analysis of the Research Data
Introduction
The objective of the chapter is to analyze the influence of the social media networks on the
shopping behavior of the customers in the Australian region. It would focus on gaining
inferences based on carrying out a survey on Australian customers to evaluate their social media
networking habits and thereby its influence on converting them as potential purchasers of goods
and services rendered by consumer brands.
Data
The data for carrying out the research is essentially gathered by surveying 50 customers that
focus on conducting purchases either by visiting online or brick-and-mortar stores or both. These
customers would be evaluated based on their access, visits and usages of social media platforms
and also on the influence of social media networks on their shopping behaviors.

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Empirical Analysis
Age Brackets of Customers
Age Group % of Customers
25-30 20%
30-35 25%
35-44 40%
44< 15%
Age Group of Customers
25-30 years 30-35 years 35-44 years 44 + years
0%
5%
10%
15%
20%
25%
30%
35%
40%
20%
25%
40%
15%
% of Customers
The age groups of respondents related to online purchases and involved in social media
commerce are essentially divided along four main categories. Out of the four categories,
maximum number of customers belongs to the age group 35 to 44 years.

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Income Group of Respondents
The income groups of the respondents are reflected as follows.
Income Brackets (Weekly) % of Respondents
1000 AUD - 1249 AUD 35%
1500 AUD - 1749 AUD 40%
2000 AUD - 2999 AUD 25%
Income Groupings of Respondents
1000 AUD - 1249 AUD 1500 AUD - 1749 AUD 2000 AUD - 2999 AUD
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
35% 40%
25%
% of Respondents
The above illustration reflects that the maximum percentage of consumer respondents essentially
belong to the weekly income category of 1500AUD to 1749AUD. They tend to account to
around 40 percent of the respondents.
Gender of the Respondents
The gender based categorization of the respondents is reflected as follows.

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Gender Category % of Respondents
Male 45%
Female 55%
Gender Category of the Respondents
Male
Female
0% 10% 20% 30% 40% 50% 60%
45%
55%
% of Respondents
The above illustration reflects that the majority of the respondents essentially were women
customers. The rate of female shoppers is found to be greater both in respect of physical and
online shopping.

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Findings
Types of Social Media Accessed
40
20
14
14
12
% of visitors
Facebook
Twitter
LinkedIn
Instagram
Pinterest
The above pie chart sets reflect that maximum of the respondents of around 40 and 20 percent
reflected that they visited social media sites like Facebook and Twitter respectively. Following
them were 14 percent respondents that showed their interest in visiting social media sites
Instagram and LinkedIn. Finally, around 12 percent of the respondents reflected their interest in
visiting Pinterest. Facebook thus ranks the highest visits of the web traffic followed by other
social media sites. The reason for growth of visitor traffic to Facebook can be effectively
understood by the following comments.
A customer reflected, ‘I tend to visit Facebook in that the same helps me to effectively interact
with my friends and relatives living far away.’ Another customer noted, ‘Facebook helps me
both in posting and also viewing different types of interactive posts like videos, podcasts and
also a wide array of different pictures associated to an event, place or object.’

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Likewise, the respondents also reflected on using Twitter, ‘We use Twitter for instantly sharing
of different types of news feeds related to different issues with friends, colleagues and relatives.
It helps in carrying out live-interactions with our known ones on issues impacting our personal
and social lives’.

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Regarding the use of social media platforms like Instagram and Pinterest the respondents
reflected, ‘We can upload, share and also save different pictures on Instagram and Pinterest such
that the same can be accessed by us and others on our networks even after longer durations’.

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Accessing of Product/Service/Brand Information
Never accesed
Sometimes
Always accesed
0 5 10 15 20 25 30 35 40 45 50
10
44
46
% of Responses

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The inferences gained from the tabular and graphical representation ideally reflect that the
maximum number of respondents of around 46 percent reflected that they accessed the different
social media sites for gaining needed information regarding new product/service launches,
promotions and marketing campaigns and also for seeing the activities of the consumer brands.
Further, these respondents also reflected that the social media sites were used by them to gain
effective association with the diverse consumer brands. On the same note, around 44 percent of
the respondents reflected that though in an infrequent fashion yet they also shared an inclination
for visiting the social media platforms for gaining effective information regarding the consumer
brands. Finally, only around 10 percent of the respondents reflected that they never visited the
social media sites for gaining of commercial information. Rather they felt inclination in using the
social media sites for seeing posts and also communicating with friends and relatives.
The maximum number of respondents reflected, ‘We visit our social media accounts in Facebook
and Twitter for gaining new information regarding product or service brands. Different types of
information associated to new launches, marketing and promotional campaigns and carried out
by the firms inside and outside the retail formats and also of different events are searched by us
by visiting the social media accounts. Similarly, news regarding offers and coupons are searched
by us based on visiting the social media sites’. The respondents further stated, ‘We communicate
with our near and dear ones regarding marketing and promotional offers seen by us. We then
decide to make a program for dining in specific restaurants or visiting stores/brands that are
providing rebates and discounts so that we can avail the benefit.’

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Information use for buying product/service
Never used Sometimes used Always use
0
10
20
30
40
50
60
70
12
24
64
% of Responses
The tabular and graphical illustrations depicted above potentially depict that maximum number
of respondents of around 64 percent focused on procuring products and services by first gaining
relevant information from the social media platforms. Information gained in the form of
feedback offered to by the company and other users for the product/service helped them in
making decisions for carrying out the purchase. Herein, a smaller number of respondents of
around 24 percent reflected that they sometimes focused on visiting the social media platforms
for gaining product information and also about consumer feedback for the product or service
brands. Only a small population of respondents of around 12 percent reflected that they never
depended on the information generated by the social media platforms for taking purchase
decisions.
The maximum numbers of respondents reflected, ‘Before making our final purchase decisions
we take resort in visiting the social media pages for the product or service brands and thereby
tend to gain information by studying the testimonials of other customers or customer groups that

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have gained the product or service experiences. Information published by them regarding their
personal experiences on availing the product or service helps use in making concerned decisions
regarding purchases or rejections.’ The respondents further stated, ‘Facebook accounts to be an
effective social media platform that hosts testimonials from different customers regarding
diverse product or service brands. Positive testimonials generated by customers help others in
deciding on making concerned purchases.’

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Influence of Direct Links from Social Media sites
6 22
12
30
30
% of Responses
Not at all Influenced
Somewhat Influenced
Indifferent
Considerably Influenced
Very much Influenced

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The above pie chart and table reflect that maximum number of respondents of around 30 percent
react on a positive note to the issue that they tend to get influenced by the direct links to
product/service pages shared by the consumer brands on their social media pages. The
respondents reflected that the direct links redirected them to concerned product/service pages
thereby triggering conversions. Around 22 percent of the respondents reflected that they were
somewhat influenced in terms of clicking the direct links and deciding on product/service
purchases on visits to the relevant pages in the social media accounts. Only a small number of
respondents of around 6 percent and another set of respondents around 12 percent negated or
remained indifferent to the issue.
The larger section of respondents stated, ‘The social media accounts like Facebook, Twitter and
Instagram hosts links to product or service pages of different companies. We tend to browse
between different products reflected on the social media accounts by the different brands and
thereby tap on the buy option for such which attract out interest. On tapping the buy option we
are directly redirected to the product pages on the websites of the different brands for availing
and choosing a payment option and thereby finalizing the concerned purchase’. They stated,
‘Social media are increasingly used by product and service brands for providing needed
momentum to online purchasing activities.’

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Conclusion
The analysis carried out in this section reflects that the Australian customers tend to visit a
number of social media platforms for gaining information about product and service brands and
also testimonials rendered by other customers. Information studied and evaluated on such accord
helps them in making concerned purchases in an effective fashion.
Discussion
Preference of visiting Social Media sites

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In terms of visiting the social media sites, it is observed that a larger section of the Australians
are addicted in gaining access to Facebook compared to other social media platforms. With the
availability of Smartphone it has become easier for the people to access their intended social
media sites in greater frequency than before. The same has triggered Facebook in opening up
local offices in Australia for encouraging the growth of sales and advertising activities of allied
consumer brands (Swan, 2017).
Accessibility of relevant information
An independent research carried out during 2017 reflect that on a cumulative note around 43
percent of the Australians tend to visit the social media platforms for gaining effective
information associated to diverse consumer brands; for carrying out needed research based on
studying of consumer testimonials for purchase of products and services and also for engaging
with the consumer brands to gain needed customer services (Kettle, 2017).
Usability of information in making purchases
A larger section of Australian consumers reflected that the different social media networks like
Facebook, Twitter, Instagram and Pinterest help them in gaining significant information
regarding product and service brands. The social media platforms also armed them with peer
reviewed facts regarding usage of product or service brands and thus helped them in making
their purchase decisions in an effective fashion (eMarketer, 2016).
Influence of direct links on social media sites

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Social media platforms like Instagram reflected that the generation of direct links to pages of
product and service brands encourages around 200 million Instagram users to either follow
different business profiles or to get potential updates from a specific product or service brand.
The product or service brands tend to generate tags that help customers in directly visiting e-
commerce sites for making direct purchases online or based on use of Snartphones (Koehn,
2018).
Contributions of the Study
The study contributed in understanding the increasing and growing significance of social media
platforms in influencing consumer mindset for procuring goods and services marketed by
consumer brands. It thus reflects a potential opportunity for the consumer brand firms to exploit
the social media platforms for targeting the right pattern of customers and thereby in generating
greater sales.
Limitations and Future Research
The study can be enriched in a subsequent fashion based on understanding the fashion in which
the social media platforms can be effectively used by consumer product and service companies
for directly marketing their offerings to customers. It would thus reflect on the emergence of a
new concept of social media consumerism thereby linking mobile and electronic commerce with
social media platforms.

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References
Babbie, E. (2009). The Practice of Social Research. USA: Wadsworth Cengage Learning.
Brown, A. P. (2010). Qualitative method and compromise in applied social research. Qualitative
Research , 10 (2), 229-248.
Bryman, A., & Bell, E. (2007). Business Research Methods. New York: Oxford University
Press.
Bynner, J., & Stribley, K. (2010). Research Design: The logic of social inquiry. USA: The Open
University.
Cohen, L., Manion, L., & Morrison, K. (2013). Research Methods in Education. New York:
Routledge.
eMarketer. (2016, September 8). Social Media Matters More Than TV in Australian Purchase
Decisions. Retrieved September 4, 2018, from
https://www.emarketer.com/Article/Social-Media-Matters-More-Than-TV-Australian-
Purchase-Decisions/1014453
Golafshani, N. (2003). Understanding Reliability and Validity in Qualitative Research. The
Qualitative Report , 8 (4), 597-607.
Kettle, M. (2017, December 6). How Australian consumers and businesses are using social
media. Retrieved Sepetmber 4, 2018, from melkettle:
https://www.melkettle.com/2017/12/australian-consumers-businesses-using-social/

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Koehn, E. (2018, March 21). Shoppable Instagram posts hit Australia: Here’s how retailers plan
to use the new function. Retrieved September 4, 2018, from smartcompany:
https://www.smartcompany.com.au/marketing/social-media/shoppable-instagram-posts-
australia-how-retailers-use-new-function/
Rubin, A. (2008). Practitioner's Guide to Using Research for Evidence-Based Practice. New
Jersey: John Wiley and Sons.
Swan, D. (2017, January 24). Australia is obsessed with Facebook, and here are the stats to
prove it. Retrieved September 4, 2018, from The Australian Business Review:
https://www.theaustralian.com.au/business/technology/australia-is-obsessed-with-
facebook-and-here-are-the-stats-to-prove-it/news-story/
80a69a332a2e7833880385f91a758e96
Thyer, B. (2009). The Handbook of Social Work Research Methods. United Kingdom: SAGE.
Tingli, L., & Chengqing, W. (2010, September 16). Empirical Research on Economic Impact of
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Wimmer, R. D. (2012). Mass Media Research, 10th ed. United States : Cengage Learning .

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Appendix
Appendix 1
Survey Questionnaire
Q.1. What types of social media are accessed by you?
A.1. (a) Facebook (b) Twitter (c) LinkedIn (d) Instagram (e) Pinterest
Q.2. Do you access the social media platforms for product/service/brand information?
A.2. (a) Never accessed (b) Sometimes (c) Always accessed
Q.3. How many times have you used the social media platforms for buying product/service?
A.3. (a) Never used (b) Sometimes used (c) Always used
Q.4. How much are you influenced by the use of direct links by consumer companies in their
social media accounts?
A.4. (a) Not at all influenced (b) Somewhat influenced (c) Indifferent (d) Considerably
influenced (e) Very much influenced

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Appendix 2
Types of Social Media Accessed
Social Media Platforms % of visitors
Facebook 40
Twitter 20
LinkedIn 14
Instagram 14
Pinterest 12
Types of Social Media Accessed
Appendix 3
Accessing of Product/Service/Brand Information
Parameters % of Responses
Never accesed 10
Sometimes 44
Always accesed 46
Accessing of Product/Service/Brand Information

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Appendix 4
Information use for buying product/service
Parameters % of Responses
Never used 12
Sometimes used 24
Always use 64
Information use for buying product/service
Appendix 5
Influence of Direct Links from Social Media sites
Parameters % of Responses
Not at all Influenced 6
Somewhat Influenced 22
Indifferent 12
Considerably Influenced 30
Very much Influenced 30
Influence of Direct Links from Social Media sites