Consumer Behavior of Singapore: Social Media and Technology Adoption

This report analyzes consumer behavior in Singapore, examining the advantages and disadvantages of social media in business, evaluating social media measures relevant to Amazon's e-commerce platforms, and proposing a grouping of Singaporean shoppers based on their adoption of technologies. The report discusses the reach and cost-effectiveness of social media, its ability to facilitate direct connections with audiences, and its role in brand building. It also evaluates key social media platforms like Twitter, Facebook, Pinterest, and YouTube. The analysis considers the preferences of Singaporean shoppers, who are more inclined towards physical retail, and proposes strategies for Amazon to adapt to the local market. The report references data on computer usage among Singapore residents, highlighting the importance of understanding local consumer trends and preferences.

Running Head: CONSUMER BEHAVIOUR OF SINGAPORE
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Consumer behaviour of Singapore
Name of the Student
Name of the University
Author’s Note

Table of Contents
1.1. Demonstrate your understanding by discussing the advantages and disadvantages of Social-
Media in business organizations......................................................................................................3
Advantages:.....................................................................................................................................3
Disadvantages:.................................................................................................................................4
2.1. Evaluate the types of social media measures relevant to Amazon e-commerce platforms.
Justify your answer with relevant examples....................................................................................4
3.1. Prepare a proposal on how you would group Singaporean shoppers based on their adoption
of technologies?...............................................................................................................................5
References........................................................................................................................................7

1.1. Demonstrate your understanding by discussing the advantages and disadvantages of
Social-Media in business organizations.
According to the author Van der Bank et al., (2014), social media has the ability to arrive
at the consumer point within a minimum fractions of time. It can reach the bulk of the customers
within a fraction of seconds at any point of time irrespective of different time zone and
difference in cultural barrier. Besides being comfortable, it is as well an attractive platform for
undertaking business. There are some advantages and disadvantages; they are as,
Advantages:
 Reach towards the large group of consumers. YouTube: 73%, Facebook: 68%, Instagram:
35%, Pinterest: 29%, Snapchat: 27%, LinkedIn: 25%, Twitter: 24% (Webfx, 2019).
 Social media platform has the feature to create business related web-page free of cost; it is
cost-efficient in nature.
 The platform enables the user to post business related reviews and opinions that the
consumer desires at any point of time.
 Concepts like that of digital-marketing have enabled the digital business firms to make use of
various tools in order to optimize their data and content web-page. As such that sometimes,
new prospects are generated when the consumer market gets aware of the particular product
offering.
 Direct connection with that of the audience.
 Create organic as well as paid advertisement and other promotional activities to attract the
consumer market.
 It eliminated the geographical gap that exists among the buyer and the seller.

 It is the social media that helps an individual business firm to formulate its own specific
brand.
 One of the major advantages is the measurement of the performance and effectiveness.
Disadvantages:
 The social-media platform, on the other hand, has been used to pull the legs of another
business firm. This is addressed as the Cyber-Bullying.
 It promotes the negative feedback and hoax in order to hamper the reputation and brand
equity of the specific business firms.
 However, it is one of the costly medium of the business platform in today’s generation.
 There is a requirement of additional professional and experts to keep track of the business-
related pages and websites.
 Threats in regard to cyber security, such that the confidential data of the business firm may
be in others hand.
2.1. Evaluate the types of social media measures relevant to Amazon e-commerce
platforms. Justify your answer with appropriate examples.
Speaking in terms of the global presence, an estimation is being made upon a statistical
analysis. It was found that there are 310 million active Amazon customer. On the other contrary,
among the huge proportion of the active users, 90 million of the active users are addressed as the
Amazon Prime members. This set of prime members spend about on an average of $1,300 per
year on the platform. However, on the other hand the remaining 220 million of the Non-Prime
members spend on an average of $700. Thus taking into consideration the spending structure and
that of the consumer presence it seems like the brand has a very positive online presence.

However, there are various other measures that can be undertaken (Turban et al., 2015); they are
as:
 Twitter
 Facebook
 Pinterest
 Youtube
The above are the strategic measures that can be undertaken in order to gain a competitive
advantage over the other business firms. The use of the social network platform such as that of
the Facebook can be made. In accordance to today’s generation approximately about 3/4th of the
world population has a presence in Facebook network. There also comes in the feature to create
business official restricted pages that will help the firm to create a new image of the brand.
The use of Twitter can be undertaken as this is a professional network. Another business firm
who has the intention to form joint-venture or likewise a partnership firm can communicate
together to arrive at a business point. Besides, Twitter has less presence of hoax in comparison to
any other such social-network platform.
One of the most desirable options would be to feature product and commodity within the
YouTube platform, by creating one owns the official page. This will help the consumer to
understand the nature of the product. Besides, for the business firm, it will help in capturing the
interest of the potential consumers.
However, making use of the above mentioned platform all together will boost the business
process of searching for the potential consumers and to deliver them satisfaction at any point in
time.

3.1. Prepare a proposal on how you would group Singaporean shoppers based on their
adoption of technologies?
Taking into consideration the case study, it seems like the Singaporean shoppers are more
prone towards the physical retail shop. Much of the development in terms of online e-commerce
did not take place, which is a pretty good indication that ideas like that of online e-commerce
will not be favourable. Besides, this can be understood with the means of two aspects, they are:
 Either technology that stays within the consumer market of Singaporean shoppers is outdated
or is lagging behind.
 It is the comfort and that of the desired choice of the consumers to shop physically.
Hence, formation of new physical shops in the name of the brand will not only help to raise
the brand awareness but will also entail in details in regard to the product offerings being made
by the concerning firm.
Therefore, much f the cost will incur in the formation process of the new physical shops.
Amazon can form a joint venture or partnership with that of any local business firm that has a
physical presence within the Singaporean shoppers.
This survey was conducted by the IDA’s Annual Survey on Infocomm Usage in
Households 2014. According to this survey within the era of 2014, about 74% of Singapore
residents used the computer within the last three months, withthe highest increase in the last
three years reported for senior citizens aged 50 years and above. Between 2012 and 2014, there
was a significant increase of 14 and 11 percentage-points in computer usage by senior citizens
aged 50-59 and 60 & above respectively. This brought the total percentage of computer usage

among senior citizens to 63% for those aged 50-59 years and 27% for those aged 60 years &
above respectively in 2014 (www.imda.gov.sg, 2019).

References
Hajli, M. N. (2014). The role of social support on relationship quality an
Jussila, J. J., Kärkkäinen, H., & Aramo-Immonen, H. (2014). Social media utilization in
business-to-business relationships of technology industry firms. Computers in Human
Behavior, 30, 606-613.
Pros and cons of using social media for business. (2019). Retrieved from
https://www.business.gov.au/marketing/social-media/pros-and-cons-of-social-media
Sajid, S. I. (2016). Social media and its role in marketing.
Tech Adoption on the Rise among Singapore Residents - Infocomm Media Development
Authority. (2019). Retrieved from
https://www.imda.gov.sg/about/newsroom/archived/ida/media-releases/2015/tech-
adoption-on-the-rise-among-singapore-residents
Top 13 Advantages and Disadvantages of Social Media. (2019). Retrieved from
https://www.webfx.com/internet-marketing/social-media-marketing-advantages-and-
disadvantages.html
Turban, E., King, D., Lee, J. K., Liang, T. P., & Turban, D. C. (2015). Electronic commerce: A
managerial and social networks perspective. Springer.
Van der Bank, C. M., & Van der Bank, M. (2014). The impact of social media: advantages or
disadvantages. African Journal of Hospitality, Tourism and Leisure, 4(2).