The Influence of Social Media Marketing on Consumer Buying Behavior

This report investigates the influence of social media marketing on consumer buying behavior, particularly in the context of the COVID-19 pandemic and the rise of online shopping. It begins with an introduction outlining the report's focus on how social media marketing affects consumer purchasing decisions. The literature review examines the definition and importance of social media marketing, exploring how it attracts consumers and influences their buying behavior. It also addresses the challenges companies face when using social media marketing, such as competition and costs. The report references various academic sources, including journals and online resources, to support its analysis. The conclusion summarizes the key findings, emphasizing the assistive role of social media in attracting consumers and enhancing company operations. The report provides a comprehensive overview of the topic, supported by relevant literature and insights.

PREPARATION FOR THE
DISSERTATION

Table of Contents
Table of Contents.............................................................................................................................2
INTRODUCTION...........................................................................................................................3
LITERATURE REVIEW................................................................................................................3
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
The current report will outline the review of different literatures over the topic of
influence of social media marketing over the consumer buying behaviour. In the current situation
of pandemic COVID 19 people have been attracted more towards the online shopping and the
present report will outline the influence which marketing with help of social media has over the
buying behaviour of the consumers.
LITERATURE REVIEW
“To analyse the influence of social media marketing over the consumer buying behaviour. A
study on ASDA.”
Theme 1- Developing understanding relating to social media marketing.
As per the views of Palalic and et.al (2020) the marketing is defined as action taken by
business in order to promote the business in the competitive market. This is particularly because
of the reason that there is high competition within the market and to survive this it is essential for
the company to effectively market its product and services. Thus, in the recent and modern
business environment the use of social media marketing is the most common method of
marketing the goods and services in the competitive market.
With reference to the opinion of Alalwan and et.al (2017) social media marketing is
defined as a concept through which company makes use of social media in order to market the
product and services. In this modern world many of the people are using the social media to a
great extent. Anything trending over the social media is liked by the people to a great extent.
Hence, for securing a string position in the market it is very essential for companies to make
effective use of the social media in order to attract more of the consumers. in this current
competitive world, the whole world is connected with the social media and for this it is essential
for the companies to effectively make use of the social media in order to attract the consumers
and direct their behaviour towards purchasing the goods and services.
Theme 2- Importance of social media marketing in attracting buying behaviour of consumers.
With the thinking of Kumar, Konar and Balasubramanian (2020) the use of social media
is very assistive in attracting more consumers towards the company. The major importance of
using social media is that this is the latest trend and when the company makes effective use of
these trends then this will increase the number of consumers. This is profitable for the company

as this will assist company in attracting a large market base with help of the social media. This is
particularly because of the reason that the effective use of social media marketing will be
assistive in attracting the consumer and make them aware relating to product and services of
company.
On the other side MICHEAL and GUPTA (2020) argues that the major importance for
the company to use social media marketing is that this influences the consumer buying decision
with greater force. This is particularly because of the reason that when the when other people
also provide their views and reviews and experience relating to the product then this attract more
of the consumers. The reason beneath this is that the views of other people authenticate the use
of the product and services. Further the views of other people and users of product and services
increases the trust and loyalty of the product and services towards the company.
On the other side Prasath and Yoganathen (2018) criticizes the fact that major importance
of using social media marketing is to influence the behaviour of other consumer as well towards
the product and services of company. This is essential as social media is a good influencer and
this will assist companies in attracting more of the consumers towards the company. Further this
will attract more of the consumer as already the company is having larger base of consumers.
This will hence increase the attraction of the consumer and the buying behaviour of the
consumer will be directed towards the purchase of product and services.
Theme 3- Challenges at time of using social media marketing in influencing consumer buying
behaviour.
With the analysis of opinion of Husain, Ghufran and Chaubey (2016) there are many
different challenges which the company faces at time of using the social media marketing. The
biggest challenge is the competition as the companies within the same field are many and this
affects the working of company to a great extent. Hence, for this it is difficult for the company to
decide as which market segment to select for. Thus, this will create a challenge as when the
competition within the market is high then it is difficult in attracting more of the consumers.
Along with this Phogaat, Vishnoi and Jain (2020) articulates that the major challenge
faced by the company is increase in the cost of using the social media marketing. The major
reason for this is that when the company makes use of the social media marketing then this will
increase cost of company as this is expensive. Further with the use of social media marketing

there are also different cost attached like a person will be hired for managing social media
affairs, infrastructure and many other related expenses will be incurred.
On the other side How do social media influence consumer behaviour? (2020) argues that
the major challenge associated with the use of social media marketing is that many of the
consumer are still very conservative and does not like the social media marketing to a great
extent. Thus, it might be possible that when the company is dependent solely on the social media
marketing then this will not attract the people who are not operating social media. Further there
are a large number of people who are not having much knowledge relating to advancement in
technologies and the use of latest technology within the business. Thus, it might be possible that
this creates a challenge for the company in attracting much consumer.
CONCLUSION
In the end it is concluded that use of social media is very assistive in attracting more of
the consumers. The use of social media is helpful for company in attracting consumer and tries to
increase operations of company.

REFERENCES
Books and Journals
Palalic, R., and et.al, 2020. Social media and consumer buying behavior decision: what
entrepreneurs should know?. Management Decision.
Alalwan, A.A., and et.al, 2017. Social media in marketing: A review and analysis of the existing
literature. Telematics and Informatics, 34(7), pp.1177-1190.
Kumar, J., Konar, R. and Balasubramanian, K., 2020. The impact of Social Media on
Consumers’ purchasing behaviour in Malaysian Restaurants. Journal of Spatial and
Organizational Dynamics, 8(3), pp.197-216.
MICHEAL, C.D. and GUPTA, R.N., 2020. THE INFLUENCE OF FOMO TENDENCY IN
CONSUMER BUYING BEHAVIOUR. Studies in Indian Place Names, 40(12),
pp.2229-2236.
Prasath, P. and Yoganathen, A., 2018. Influence of Social Media Marketing on Consumer
Buying Decision Making Process. SLIS Student Research Journal.
Sharma, K., Impact of Social Media Marketing on Consumer Buying Behaviour.
Husain, S., Ghufran, A. and Chaubey, D.S., 2016. Relevance of social media in marketing and
advertising. Splint International Journal of Professionals, 3(7), pp.21-28.
Phogaat, S., Vishnoi, S.K. and Jain, S., 2020. A Study of Brand Values in Digital Marketing &
its Impact on Consumer Buying Behaviour. Tathapi with ISSN 2320-0693 is an UGC
CARE Journal, 19(6), pp.111-120.
Online
How do social media influence consumer behaviour? 2020. [Online]. Available through: <
https://clootrack.com/knowledge_base/how-does-social-media-influence-consumer-
behavior/ >