Analysis of Social Media Advertising Influence on Consumer Decisions

This report examines the significant influence of social media advertising on consumer behavior, focusing on how it shapes purchasing decisions and brand preferences. The study investigates the impact of social media advertising features on customer purchase intention, consumer decision-making processes, and the overall effectiveness of social media as a marketing tool. The report reviews existing literature, analyzes consumer behavior patterns on social media platforms, and presents findings on the correlation between advertising exposure and consumer choices. The methodology employed includes a secondary qualitative analysis of existing studies to identify literature gaps. The report concludes that social media advertising has a critical influence on customer behavior, decision-making, and brand preferences. It highlights the importance for marketers to understand how social media and digital tools influence consumer purchasing decisions.

Social Media
advertising on
consumer
behavior
Name of the Student

Introduction
 The social media is a highly influential tool
used in the business by various enterprises.
 The social media advertising is an integral
tool by which several customers get
influenced (Stephen, 2016).
 With the increase in the usage of the social
media, the customer behavior is biased
towards it (Alalwan, 2018) .

Research aim and Objectives
 To understand the concept of social media
advertising
 To understand how the consumer behavior
influences consumer decisions
 To understand the association which exists
between the social media advertising on the
consumer behavior
 To find recommendations based on which the
social media advertising can be utilized by the
companies influence consumer behaviors.

Literature review
Social Media
Advertising
Consumer
Behavior
Price
Quality of
services
Marketing
Reviews

 . The information as available on the net influences the
consumers to make better decisions. This has opened up
new opportunities for various individuals as well.
 The higher amount of time for which the consumers
depend on the internet to browse information and refer to
the social media, the higher are the chances of decision
making.
 According to Perumal, Prasath & Yoganathen,
Archchan. (2018), the social media is often perceived as
a trustworthy source of information when compared to
the corporate communications and associated
advertisements which were then compared to the
corporate communications and the advertisements by
them.

Methodology
Data
collection
• Secondary
Data
analysis
• Qualitative
Research
strategy
• Secondary
Qualitative
research
strategy

Findings
 The social media advertisement considerably
affects the consumer behavior.
 It affects the consumer decision making as well.
 Consumers are satisfied of browsing on the social
media (Vinerean, 2017).
 The social media advertising is very effective and
convenient.

Discussion and analysis
 The higher amount of time for which the consumers depend
on the internet to browse information and refer to the social
media, the higher are the chances of decision making.
 In consideration with this, it is critical and essential to
mention that, the social media has a great influencing
power and influences the decision making of the different
participants accordingly (Schivinski & Dabrowski, 2016).
 In line with this, it can be understood essential to state that,
as the social media provides adequate and considerate
information which will assist in ensuring long term success.

 The participants agreed to it that, they spend between
1 to 2 hours in the social media websites, along with
spending to 3 to 4 hours o the internet per day for
personal use.
 Moreover, many of them although had the proficiency
for the reading but only 39% of them respondent to
honest reviews and provided to the online discussions
as well (Saboo, Kumar & Ramani, 2016).
 Hence, a key issue for the marketers can be
mentioned to be to understand the manner in which
social media and digital uses can be used in the
purchase decision and have a considerate influence on
the buyer.

Conclusions
 Therefore, it was rightfully understood that
the social media advertising does have a
critical influence on the customer behavior.
 Moreover, it also influences decision
making and brand preferences.
 The study followed a structured format to
prove the objectives as set earlier.

Research rationale
 The reason why the Secondary Qualitative
analysis was made use of is to understand
how the different studies as present in the
literature focused on the topic (Mackey&
Gass, 2015).
 Moreover, this methodology highlights the
Literature gap and intends to fill it way
Additionally due to time constraints, the
secondary method has been adopted.

References
Alalwan, A. A. (2018). Investigating the impact of social media advertising features on
customer purchase intention. International Journal of Information Management, 42, 65-
77.
Mackey, A., & Gass, S. M. (2015). Second language research: Methodology and design.
Routledge.
Perumal, Prasath & Yoganathen, Archchana. (2018). INFLUENCE OF SOCIAL MEDIA
MARKETING ON CONSUMER BUYING DECISION MAKING PROCESS. SLIS
Student Research Journal. 1.
Saboo, A. R., Kumar, V., & Ramani, G. (2016). Evaluating the impact of social media
activities on human brand sales. International Journal of Research in Marketing, 33(3),
524-541.
Schivinski, B., & Dabrowski, D. (2016). The effect of social media communication on
consumer perceptions of brands. Journal of Marketing Communications, 22(2), 189-214.
Stephen, A. T. (2016). The role of digital and social media marketing in consumer
behavior. Current Opinion in Psychology, 10, 17-21.
Vinerean, S. (2017). Importance of strategic social media marketing. Expert journal of
marketing, 5(1).