University Name - Consumer Behavior: Facebook Marketing Analysis

This report provides an analysis of consumer behavior on Facebook, exploring the impact of social media on marketing strategies and consumer decision-making processes. It delves into how social factors, such as social comparison theory and cultural diffusion, influence consumer choices and behaviors within the Facebook platform. The report highlights the significance of social influence as a mode of persuasion, impacting consumer buying decisions. It references studies by Berthon et al. (2012) and Bigne et al. (2018) to support its findings, examining how Facebook leverages social change and innovation to enhance its influence on consumer behavior. The analysis underscores the importance of understanding consumer psychology and the dynamics of social interaction in the context of online platforms, specifically Facebook.

Running head: CONSUMER BEHAVIOR FACEBOOK
CONSUMER BEHAVIOR FACEBOOK
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1CONSUMER BEHAVIOR FACEBOOK
The popularity that social media has gained the past decade has raised questions about
the reasons why people use Facebook. Facebook has the ability to allow the users to change
or post their content and this is why it has emerged as one of the most personal and most
pervasive of the new media (Bigne et al. 2018). It has also generated questions about some
factors which has the ability to influence the users either to adopt or to reject it along with the
choice that how much they want to be involved with Facebook.
Facebook is constantly innovating itself and it explores how the social factors has an
impact on the perception and emotion of the consumers. This kind of social influence also act
like modes of persuasion and thus they enhance the consumer’s buying decisions. The social
comparison theory highlights the idea that human beings have the tendency to evaluate
themselves by comparing them with the others; and thus, social comparison manipulates the
decisions of the consumers (Berthon et al. 2012). There are certain social factors that are
associated with cultural diffusion; hence it initiates a whole process of social change.
Facebook will continue to take advantage of this social change and bring innovation so that it
can spread through diffusion.

2CONSUMER BEHAVIOR FACEBOOK
References:
Berthon, P.R., Pitt, L.F., Plangger, K. and Shapiro, D., 2012. Marketing meets Web 2.0,
social media, and creative consumers: Implications for international marketing
strategy. Business horizons, 55(3), pp.261-271.
Bigne, E., Andreu, L., Hernandez, B. and Ruiz, C., 2018. The impact of social media and
offline influences on consumer behaviour. An analysis of the low-cost airline
industry. Current Issues in Tourism, 21(9), pp.1014-1032.