A Detailed Report on the Effects of Social Media Advertising

This report delves into the significant impact of social media advertising on buyer behavior in the current market landscape. It explores how social media platforms influence consumer purchasing decisions and brand image. The report examines literature reviews, discusses the topic of team interest, identifies the research problem, and formulates a research question focusing on the challenges companies face in leveraging social media to influence buyer behavior. It highlights the evolution of consumer behavior in the digital age, emphasizing the importance of social media as a tool for marketers to connect with consumers and promote products. Furthermore, it addresses the importance of brand loyalty and the role of social media in shaping consumer perceptions. The report also mentions the challenges like lack of connectivity and security issues faced by companies and suggests the importance of evaluating market trends. Finally, it concludes that social media advertising is an essential tool for attracting customers and influencing their decision-making processes.

Effects of Social Media
Advertising on Buyer
Behaviour

Table of Contents
INTRODUCTION ..........................................................................................................................1
MAIN BODY ..................................................................................................................................1
Topic Interest of team ............................................................................................................1
Literature Review ..................................................................................................................1
Research Problem...................................................................................................................3
Research Question..................................................................................................................3
CONCLUSION ...............................................................................................................................3
REFERENCES ...............................................................................................................................5
.........................................................................................................................................................5

INTRODUCTION
In present scenario of marketplace, social media is influencing every individual and
companies to accomplish their goal or objective in an effective and efficient manner. However, it
has shaped the art of publicity and transmutation the mode companies act with their reference
group. At the same time, it has influenced the buying behaviour of customer in terms of
accessibility and convenience which directly reflect over firm brand image (Barhemmati and
Ahmad, 2015). This report is based on the topic 'Effect of social media on buyer behaviour',
which has been explained with the application of several articles and also by identifying the
issues is also mentioned here.
MAIN BODY
Topic Interest of team
Consumers and businesses across the sphere have been more adjacent than ever earlier
with the existence of cyberspace. Due to this, it not only enhance organisation productivity but at
the same time it effect over customer purchasing behaviour which is regarded as on of the most
challenging feature in the current marketing. Perhaps,the core objective of this report is to
examining the rapid modification within the attitude of customers towards company's brand
image due top social media and it's impact over their buying behaviour. Thus, the reason behind
choosing this topic by team is to gain knowledge about the efficiency of social media on business
operation as well as firm can also make use of this study for future growth and development.
Literature Review
As per the views of Peter Roesler, 2019, Information and technology are the two factors
that are not only bringing a change in world of e-commerce but also revolutionizing the way
business are done online (How social media influences consumer buying decisions, 2019). The
social media has improved the performance of marketers and brands promote their products. It
has indicated that trust factor existing within consumers for social media while purchasing the
product which becomes a major threat for establishment in order to bring increased level of
consumer satisfaction. In recent years, majority of the population seeks for easy and fast service
in order to save time, cost, energy which encourage organisation to be more flexible in acquiring
latest technology for attaining high level of proficiency. Moreover, marketers have
acknowledged that website marketing as an essential tool to enhance their market size by
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providing all relevant information regarding products. With rising awareness and digitalisation,
social media is quite effective to be used as a tool to attract customers from different
geographical areas. Also, it helps them to communicate with their customers because interaction
through internet enable each individual to computation products, make recommendation to
contact or friends and share any of the purchases through network sites. Along with this,
suggestion or reviews from connections on public network also assist consumers on decision
making because those opinions help brand, buying and advertizing attitude. The more positive
response on the commodity or services, the more enchanting for user acquisition.
According to Shane Barker, 2017, Social media is not only for adverting, but it is also
used a a means for brands or service to associate with consumers. Since most of the individuals
utilize social media platforms as a component for searching and purchasing items, on the other
hand brand or services use this benefit to publicize their brand (How Social Media Is Influencing
Purchase Decisions, 2017.). Apart from this, they can gather or collect information regarding
different products at any time from any part of the part and can make the decision which impact
positively or negatively over firm profitability ratio. However, the online consumer is a
prospering industry worldwide which gives a broaden level of division cross culturally (Boateng
and Okoe, 2015). If they face any kind of problems on products or services, people approach
organisation through social media for which thy find as an easy means to relate and interaction
with them. Additionally, companies are challenged by how to respond towards population
remark or reviews as it help firm in building strong brand image and get more users to buy
products or services. Thus, when a consumer wants to make mind on purchasing item, every
single item determinant their decision making process and it reflect over organisation sales
growth. Thus, social media advertising today plays a crucial role in how these decisions are
influenced along with enhancing preference for a company's products and services.
As per the views of Valter Rassega, 2015, By the some past decades, people's way of
shopping has importantly transformed and reinforced. Brands and consumers have a dynamic
part to play in the organisation strategy given the choices. However, brands have huge influence
on individual decision as well as it effect other customer views or opinion regarding product that
affect firm profit margin. Furthermore, of the three networking sites known as normally utilised
by majority of the organization to aid marketing and branding i.e. Facebook, You tube, Twitter
(The Impact of Social Media on Consumer Buying Intention, 2015). Brand loyalty becomes an
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accretive focal point when firms regard the implication of internet platforms. Moreover, an
exploding use of social media has led to a major alteration in the formulation to following
consumer and making connection between brand awareness and purpose to buy. A key shift is
the reality that brand are no longer merely unchanging signifier or associations, but also live as
apart of a social process. However, it has been viewed that consumers have innumerable brand
opportunities and choices on a regular basis and website impact how they comprehend contrary
brands at the moment that they make purchasing decision.
Research Problem
The investigation problem is based on the topic as Effect of social media advertising on
buyer behaviour. Hence, networking sites plays a critical function in enlarging the market share
or size as it help firm to reach all potential users in an innovative and creative manner. Moreover,
company's implies various public network platform like Facebook ,Instagram, Twitter and many
more for connecting large number of customer at a time as well as to promote the product in an
better manner (Kumar and et.al., 2016). This will directly contribute in enhancing brand image,
market share, volume of sales. By these, team can easily answer all question or comments related
to effect of social media on user buying behaviour. Under this research, team identified several;
issues related with social media that faced by company or individual aspects. Some of its
challenges are lack of connectivity, miscommunication, delaying in service, security related
issues, problems related to budget, improper planning. However, firm can make corrective
course of action by evaluating the market trend in order to acquire best positioning within
marketplace (Daugherty and Hoffman, 2014).
Research Question
“What are the challenges faced by companies to influence buyer behaviour through social
media advertising?”
CONCLUSION
It has been summarised from the above report that extend use of social media worldwide
has led to content that this is a valued tool in encouraging consumer engagement. The changing
technological era has led to increased human action in social network platforms like Facebook,
YouTube and Twitter, all of which have created mechanism through which customers are able to
create resonance and create interaction with brand particular content. Moreover, social media as
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an advertising tool is quite effective and essential in order to attract a lot of customers and
influencing their decision making process.
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REFERENCES
Books and Journals
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