MKT301 Consumer Behaviour: Analyzing Online Movements & Decisions

This essay examines the impact of online movements and digital platforms on consumer behavior, focusing on pre-purchase, purchase, and post-purchase decisions. It highlights the role of social media, particularly platforms like Facebook, in shaping consumer choices and promoting consumer activism. The essay analyzes how consumers leverage online information, reviews, and social media interactions to make informed decisions, while also exploring the influence of consumer-generated content and brand dialogues. It concludes that consumers are increasingly reliant on online resources and social media for information and engagement, which significantly affects their purchasing behavior. Desklib provides access to this essay and many more study resources for students.

RUNNING HEAD: Consumer Behaviour 0
Consumer Behaviour

Consumer Behaviour 1
Contents
Introduction................................................................................................................................2
Research and analysis................................................................................................................2
Conclusion..................................................................................................................................4
References..................................................................................................................................5

Consumer Behaviour 2
Introduction
The customers are digitally advanced nowadays. They are more of digital native and are
grown up in the digital age. The digital natives are comfortable in using technology. The
technology is a defining feature in the purchasing behaviour of consumers. It predicts a
change in the way consumers communicate, socialize and purchase. The use of internet has
reshaped the way of taking a decision regarding pre-purchase, purchase and post-purchase
behaviours. The consumer activism influences the way goods and services are produced. It is
made up of ideologies and behaviours. It has changed the structure of consumption. In this
paper, the online consumer movement has been defined. The informed decisions of customers
have been described regarding pre-purchase, purchase and post-purchase behaviour. The
important aspects of using the internet have been explained to take an informed decision.
Research and analysis
The consumer movement is an effort to encourage consumer protection. It is made possible
through an organized social movement. It promotes the right of consumers. The consumer
movement is a part of consumerism. It encourages consumers to stand up for their rights. The
consumers nowadays use search engines, review blogs, ratings and websites such as
consumerist, get satisfaction and more (Parsons, Maclaran & Chatzidakis, 2017). The
customers review all the relevant information before making product or brand decisions. The
consumer movement boosts awareness of brands and helps in the marketing of products and
services. The social media platforms listen to customers. It has been observed that 67% of
consumers are engaged in social media for the customer service needs. The social media has
become an important part of social media strategy for the customer service.
The consumers have power to influence decision of other customers. At times, the consumers
have advanced power by convincing public opinion and initiating consumer legislation. The
consumerism is directly related with the protecting consumer’s freedom of choice. The
consumers have right to purchase products which are safe and meet the promising quality
standards. The consumerism also linked with the freedom of enterprises as it regulates and
prohibits unethical and unreliable business practices. It also enquires social justice and the
issues concerning sustainable consumption, environmental protection and quality concerns

Consumer Behaviour 3
(Gbadamosi, 2017). The information available on social media has expressed increasing
concerns over the protection of consumers. It highlights the issues of consumer rights and
brings together the consumer movement. The digital technology empowers consumers in
building trust. The movement has also taken initiative to raise awareness and the way to deal
with the issues. The use of technology has changed the life of consumers drastically. The
consumers have various rights regarding purchase of products. The consumer is responsible
to make use of rights such as consumers should be aware of his rights at the time of making
purchase (Ho, 2014). The consumer has right to safety, informed, representation, seek
redresses and consumer education. The increased trend of global development and use of
technology in segments like marketing, advertisement and promotion have changed the way
of companies to focus on the consumers. The technology has become a major constituent in
expanding markets. The technology and promotions focus on the factors which influences
behaviour of consumers. Due to the emerging technologies, the consumers need to focus on
four Ps of marketing, product, price, place and promotion (Tuškej, Golob & Podnar, 2013).
There are various technologies which affect the buying behaviour of consumers and enhance
the interest of consumers and improve overall marketing. The expanded use of social media
is the trend in the present. It is also helpful in expanding the use of information technologies
and enhances the relationship with consumers (Crockett & Wallendorf, 2004). The
consumers make use of social media platforms before and after purchasing of products such
as Facebook, YouTube and Twitter. It engages the consumers and increases the appeal of
products. The social media has helped consumers to know about the new product lines and
brand awareness. It also shapes the consumer behaviour. It also supports consumer to
consumer communications and advances brand awareness through the social network (Foxall,
2014).
The social media is a consumer generated media and covers a wide range of new sources of
online information. It is used by the consumers to share information with others regarding
features and issues. The consumer's co-create, discuss and modify user-generated content.
The companies also rely on the consumers to direct marketing process. The social media such
as Facebook can be challenging for the companies as positive comments can have a positive
impact on other customers as well (East, Singh, Wright & Vanhuele, 2016). The negative
comments can spoil the image of products. It can be part of the brand dialogue and cannot be
controlled by the companies using Facebook to promote it’s business. The active

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participation of consumers in the discussion and exchanges can influence the decision of
others.
Three social media platforms such as Twitter, YouTube and Facebook are identified to
support marketing and branding. Facebook focuses on the incorporation of advertisement into
the social content. In the format of Facebook, the companies present their information about
the specific brands and products. The information available on Facebook such as provided
comment and likes of users helps consumers to set their criteria for their decision of
purchasing products (Tiago & Veríssimo, 2014). There are various communities on Facebook
which write their opinion regarding the purchase of products and services. More consumers
comment on the Facebook, more content is available to the consumers. The content is
provided which has similar products and brands. Facebook has significant impact on the
consumers to design their approach for the products. The information delivered on the
Facebook page enhances the engagement of consumers. Facebook facilitates interaction of
users and sharing ideas and experiences (Ruiz-Mafe, Martí-Parreño & Sanz-Blas, 2014). It
brings different people together on a virtual platform and ensures deeper interaction.
Facebook is becoming an important source of business information. The advertisements
published by companies on the Facebook helps in promoting rights of consumers. It creates
awareness among customers and promotes consciousness. Facebook influences customer
behaviour so the stay closes with customers in the competitive business environment through
this platform (Tyagi & Kumar, 2004). It highlights the business magnetism towards
Facebook. The companies also spend a significant amount in advertising products. Facebook
also promotes campaigns to understand taste of consumers and changing trends. The
educational programmes are also promoted on Facebook which focuses on the right of
consumers such as right to fair and accountable marketing. Right to honest dealing and fair
value, good quality and safety are also considered in the right of consumers. Every consumer
has right to get information and right to refuse and communicate with the persons who are
engaged in the marketing. The Facebook page clearly shows the qualification and authority of
persons who post on the page. The private messages are not promoted for the awareness as
they are not prompted by the members. The terms and conditions are mentioned on the
Facebook page which provides sufficient information to the customers. These conditions are
required to be in the simple language so that consumers do not face any problem regarding
guidelines (Stephen, 2016). It is also made sure that the advertisement put on the Facebook
page follows the code of advertisement standards.

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Facebook has provided various ways to introduce brand-related content. The consumers can
exchange information and generate consumer interactions. The companies also make
available useful and important online content on the Facebook page so that it can have a
positive impact on the consumers. The information is made available regarding before and
after the purchase of products. Because of the shift in technology consumers engage with the
products and brands. The internet and technology have become essential in the branding. The
consumers are encouraged to interact with the companies and share information with other
consumers. The consumer creates the content which reflects the brand preferences. The more
engagement of customers in the process, more they like to encourage others. The social
media recognizes the views of consumers about their product and brand. It engages customers
and influences consumer’s purchasing decision (Szmigin & Piacentini, 2014).
Conclusion
From the above report, it can be concluded that consumers are more interested in the
information available on the social media. The accessibility of information on the internet has
made consumers conscious for their decisions regarding pre-purchase, purchase and post-
purchase. The consumers more active on the social media platforms like Facebook, Twitter
and YouTube. The consumers are more active on the Facebook where the rights and interests
of consumers are promoted. The consumer movement encourages consumer protection and
promotes the right of consumers. Facebook has a significant impact on the consumers to
design their approach for the products. It has engaged customers and influenced purchasing
decision of customers.

Consumer Behaviour 6
References
Crockett, D., & Wallendorf, M. (2004). The role of normative political ideology in consumer
behavior. Journal of Consumer Research, 31(3), 511-528.
East, R., Singh, J., Wright, M., & Vanhuele, M. (2016). Consumer behaviour: Applications in
marketing. California: Sage.
Foxall, G. (2014). Consumer Behaviour (RLE Consumer Behaviour): A Practical Guide.
United Kingdom: Routledge.
Gbadamosi, A. (Ed.). (2017). Young Consumer Behaviour: A Research Companion. New
York: Routledge.
Ho, C. W. (2014). Consumer behavior on Facebook: does consumer participation bring
positive consumer evaluation of the brand?. EuroMed Journal of Business, 9(3), 252-
267.
Parsons, E., Maclaran, P., & Chatzidakis, A. (2017). Contemporary issues in marketing and
consumer behaviour. United Kingdom: Routledge.
Ruiz-Mafe, C., Martí-Parreño, J., & Sanz-Blas, S. (2014). Key drivers of consumer loyalty to
Facebook fan pages. Online Information Review, 38(3), 362-380.
Stephen, A. T. (2016). The role of digital and social media marketing in consumer
behavior. Current Opinion in Psychology, 10, 17-21.
Szmigin, I., & Piacentini, M. (2014). Consumer behaviour. UK: Oxford University Press.
Tiago, M. T. P. M. B., & Veríssimo, J. M. C. (2014). Digital marketing and social media:
Why bother?. Business Horizons, 57(6), 703-708.
Tuškej, U., Golob, U., & Podnar, K. (2013). The role of consumer–brand identification in
building brand relationships. Journal of business research, 66(1), 53-59.
Tyagi, C. L., & Kumar, A. (2004). Consumer behaviour. New Delhi: Atlantic Publishers &
Dist.