Impact of Social Media on Consumer Behaviour

Reference head: CONSUMER BEHAVIOUR
CONSUMER BEHAVIOUR
Name of the Student
Name of the University
Author Note

1CONSUMER BEHAVIOUR
Introduction
The process of consumer purchase defines the attitude, preferences, intentions, and the
decision making of the consumer. This is the process that consumer defines consumer behaviour
and the product choice is depending on that process. There are basically four types of consumer
buying behaviour and each of them has two segmentations also. Complex buying behaviour
signifies high involvement like the in case of buying a motorbike some of the experts' decisions
need to be taken. On the other hand, low involvement persists in the variety-seeking behaviour
where people have low involvement with the brand and they can change the brand any situation,
where they find a better brand from this (Rezaei, Chandran and Oh 2018). The high behavioural
decision making in dissonance buying behaviour is also a high involvement decision as making
like floor tiles buying the case, where people have to decide the colour, texture of the legibility
of the tile before buying. This is the major aspect of decision making where the high
involvement is related to the situation. The habitual buying decision is the last section of
consumer buying decision, which is a used to process for the customers (Forbes.com 2017).
The thesis statement of the essay lies in the decision-making process where the
significance of consumers' buying is influenced by the social media. The paper has also shed
light on the consumer activism and impact of activism over the products. In most of the cases,
product culture and process demonstration are not perfect and this is the situation where brand
awareness is needed. This is one of the main aspects that create movement in the marketplace
and process the active decision making for the development of the social media effectiveness.
Research and analysis

2CONSUMER BEHAVIOUR
The analysis of the product is the key matter that consumer has to select before taking the
right decision. The involvement with products is the key process and that is the reason the pre-
purchasing process is the most important aspect for consumers. They have to check the product
quality and alternatives of that product so that decision-making sense will be applicable in that
case. The branding of the product is one of the key aspect and customers' decision making
depending on this. As opined by Lin et al. (2018) the variation of the products sometimes
changes in mind and people want to try with the new products also. This mental changes and
behavioural change mainly initiated by social media. Television, newspaper promotion, radio,
social media platforms like YouTube, Facebook, Instagram, and Pinterest promotes some brands.
Consumer activism is the range of activities that have initiated by the customers,
organisations or different NGO's. This is a directly or indirectly related to the company and their
promotional product. There are some extreme cases, where people push the product and boycott.
This is the situation when some violations through the product have come up. In case of social,
political, and environmental aspect may get affected. Even commercials are shown in front of
family and children. The violation of that fact and implement change in commercials help to
promote the brand (Forbes.com 2017). There are safeties and security issues for the children and
looking undesired things is a kind of violence and the same situation are formulated by the
company in some cases.
The reason behind the boycott for any product largely depends on the abuse things are
given and promoted by the organisation. The boycott has come from students, teachers,
employees, businessman, or any other individual or group people. The boycott may be the reason
for ethical discrepancies. Product ethics is being violated in some cases and the reason behind the
activity and not maintained the ethics is the crucial reason. Some of the trolls have that hint of