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To What Extent Does Social Media Influence Consumer's Purchases

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Added on  2020-10-22

To What Extent Does Social Media Influence Consumer's Purchases

   Added on 2020-10-22

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TO WHAT EXTENT DOES SOCIALMEDIA INFLUENCE CONSUMER’SPURCHASES?
To What Extent Does Social Media Influence Consumer's Purchases_1
TABLE OF CONTENTSPART 1............................................................................................................................................11.1 Introduction...........................................................................................................................11.2 Background and Significance of the study............................................................................11.3 Literature review...................................................................................................................21.4 Methodology.........................................................................................................................21.5 Timeline activities.................................................................................................................4REFERENCES................................................................................................................................6
To What Extent Does Social Media Influence Consumer's Purchases_2
PART 11.1 IntroductionThe purpose of this research is to evaluate the level of the impact social media websitesand applications have had on consumer behaviour. In recent times, the use of social mediachannels for communication has increased significantly, and it’s still on the rising trend. Thisfact is clear when one considers the quarterly reports released by major social media sites such asFacebook, Twitter, SinaWeibo, and the likes. Many marketers have noticed this trend and hencedecided to take their marketing to social media platforms. To this end, it becomes important toget an understanding of the level of impact the social media has on consumer’s purchases since itaffects a marketer’s efforts.In this study, I shall make use of questionnaires to evaluate how people respond to onlineadvertisements and what influences their purchase decisions. I shall also take into considerationthe different advertisement schemes, the pages’ people follow, and their interests in general. Theresults of this research will help us understand what works and what doesn’t work regardingmarketing. I hope that this research will be helpful to businesses in general as it will helpbusinesses channel their efforts to suit consumer’s behavioural patterns.1.2 Background and Significance of the studyIt is human nature to socialise with people who share the same interests with them(Distacco, 2014). Thus, humans take every feasible means of communication to interact withothers. For example, when radio and television were the mainstream media, people made use ofthe phone in sessions on radio and TV talk shows to share air their views on issues with peoplewho are interested in it. However, with the advent of internet-based social media sites nowadays,people air their views with others interested in it using social networks. Social media sites arerelatively cheaper to use and provide lots of functionalities when compared to radio, television,and other means of communication (Brandtzaeg, 2009). The convenience of social media and itsfunctionalities are some reasons why people remain addicted to the use of social media sites(Smith & Anderson, 2018). According to the Pew Research Center (2018), Facebook is the mostused social media platform in the United States, and it has been so since 2012 when it startedtracking user base of social media platforms. 1
To What Extent Does Social Media Influence Consumer's Purchases_3

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