The Effects of Social Media Marketing on Online Consumer Behavior
Added on 2021-04-24
13 Pages2998 Words57 Views
Running head: COMPANY SBU ANALYSISCompany SBU analysisName of the StudentName of the UniversityAuthor note
1COMPANY SBU ANALYSISBackground of the papersArticle 1: The Effects of Social Media Marketing on Online Consumer BehaviorThe emergence of consumer behavior in marketing was during the early 40s as a distinctsub-discipline in the marketing area. In the 1st article the effect of social media on globalmarketing has been discussed. In this era of modernization, consumers can directly communicatewith the brand representative with the help of social media. The emergence of social media inmarketing has enabled the companies to identify their specific group of consumers andunderstand their needs (Vinerean et al. 2013). This in turn, enables the brands to developproducts and services keeping in mind the requirements of their consumers and hence enhancethe consumer satisfaction. Besides that, direct communication with the consumers enhancescustomer-company interaction that in turn results in increased consumer loyalty and brandequity. Article 2: Apparel product attributes, web browsing, and e-impulse buying on shoppingwebsitesAccording to recent research reports, online apparel retailers can be considered as one of themost powerful drivers of online sale compared to automobile and computer sales. This can beevidenced by the enhancement in online apparel sale in the US from resulting in a increasedrevenue of 26.6 billion dollars in 2008 (Park et al. 2012). In this research paper, the relationamong web browsing, product attributes and impulsive buying of apparel product through onlinemarketing has been explored. The findings of the research paper confirm that apparel productattribute consists of three factors namely, price, sensory and selection attributes. Article 3: Situational variables in online versus offline channel choice
2COMPANY SBU ANALYSISThe usage of online networking in marketing and the advancement of user interfaceconsumer behaviour become highly variable depending on the characteristic of marketingstrategies for both online and offline purchasing. Therefore analysing the customer behaviourwith respect to the interaction channel utilized by any business organization has become one ofthe essential factors to be analysed. Moreover, this article is focused on the operational andresultant differences between the impact of online and offline based marketing channel within oncustomer behaviour (Chocarro, Cortiñas and Villanueva 2013). In order to analyse the issues inthis article, research has been conducted with the help of quantitative data analysis method thathelped to formulate the findings and recommendation.Research issues in the selected articles Article 1The aim of the research is to find out the number and amount of social media users whopossess a positive outlook regarding advertisement of business with the help of social media. Inorder to conduct the research, the researchers have considered the students of ‘Lucian Blaga’University situated at Sibiu in Romania as the sample of the research. Apart from that fieldresearch that includes a collection of information from respondents via the internet is alsoperformed. The field research was conducted from 17th September to 18th November of the year2011.Article 2The aim of the assessment is to understand the relationship among product attributes of theapparel industry, web browsing of the consumers and e-impulse buying. The objective of the
3COMPANY SBU ANALYSISresearch paper is to a) identification of critical factors of apparel product attributes which hasrelevance with web browsing. b) Estimation of the structural model related to casualrelationships among web browsing, e-impulse and product attributes. In order to conduct thisresearch, a questionnaire has been developed and was answered by 356 university students.Apart from that, in order to conduct data analysis, two of the data analysis processes, namely,confirmatory factor analysis and structural equation modelling has been used. Article 3In this article, the customer behaviour and their resultant choice with respect to thecommunicational media and purchasing opportunities have been examined. The article analysesvarious situational factors regarding the customer choice and influences within both physical andvirtual purchasing platform. In terms of physical purchasing platform, the article has discussedthe traditional market and stores as well as how they influence the customer behaviour andchoice. On the other hand, virtual platform refers the advanced internet based online marketingwebsites and e-purchasing. The article also discussed various situational variables as well as theireffectiveness in a choice of product categories from both company's and consumer's perspective.Major findings Article 1In order to obtain the result of the research, the first analysis done is the factor analysisand as a result of the third analysis, four groups that represent student's activities in varioussocial media sites that have been found. The first group of sample named ‘Expressers andInformers’ are found to be majorly focusing on themselves by uploading information on Twitter,wiki articles and through blogging. The second group named as ‘Engagers’ not only involves
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