Digital Marketing with Social Media: Retail and Consumer Behavior

This report investigates the significant influence of social media on the retail market and consumer buying behavior. It explores how social media platforms have transformed from communication tools into powerful marketing channels, enabling organizations to strategically share products and services with target customers. The research examines the impact of social media marketing on consumer purchasing decisions, with a focus on the retail industry. The report covers various strategies employed by businesses to leverage social media, including advertising, content creation, and communication strategies. Findings indicate that social media marketing allows retailers to gather valuable consumer data and predict buying patterns, ultimately influencing consumer choices. The conclusion emphasizes the shift from traditional marketing to digital strategies, highlighting the role of social media in shaping consumer behavior and the importance of understanding these dynamics for businesses.

Running head: DIGITAL MARKETING WITH SOCIAL MEDIA
Digital Marketing with Social Media: A study on how Social media influences the retail
market and consumer's decision on buying
Name of the Student
Name of the University
Author Note

1DIGITAL MARKETING WITH SOCIAL MEDIA
Table of Contents
Introduction................................................................................................................................2
Research aims.........................................................................................................................2
Overview of topic...................................................................................................................3
Findings of topic....................................................................................................................5
Lessons learnt.........................................................................................................................6
Conclusion..................................................................................................................................7
References..................................................................................................................................8

2DIGITAL MARKETING WITH SOCIAL MEDIA
Introduction
Over the past decade, social media has transformed itself from communication
platform to the largest platform that would eventually help any organisation to transform the
way that they market their services and products (Jacobson, Gruzd & Hernández-García,
2019). It has become the most transformed form of marketing for the organisations to use,
which would also make the most for the organisation to utilise a strategic approach for
sharing their products and services to the target customers. There are various reasons for
which social media marketing has become a massive success for an organisation to transform
their marketing department entirely. The understanding and the spread of social media has
made it extremely easy for the organisations to reach to the target customers given the latest
scenario (Chen & Lin, 2019). However, it has also been found that the way by which social
media marketing has spread to the people has also started to influence the consumers'
decision on buying. It has been found that social media has also been utilised by the retail
market to put forward their products and services to the target customers or potential
customers. This is why this research process would be conducted to find out the information
regarding social media marketing and its utilisation in the retail industries for influencing the
buying habits of the consumers or customers.
Research aims
As it is known the fact that all around the world, most of the people are engraved into
the world of internet for every aspect in their lives. From ordering food to commodities or
even trying to book tickets and to look for available transportation, everything is possible
through the use of the internet. Social media is also part of the influences that the internet has
brought about in the lives of human beings (Gagnon & Sabus, 2015). The impact that social
media has on human lives is immense as people are found to be extremely attentive to every

3DIGITAL MARKETING WITH SOCIAL MEDIA
information that is provided by the social media networks, both emotionally and mentally.
Somewhat, their psychological aspects are influenced by social media networks. Now the
detail organisations have also started to market their products and services for the customers
through the utilisation of social media marketing. This is why this particular research would
am at finding out how the influence of social media marketing can affect the buying habits of
any individual or a group of people who are customers to the specific retail organisation.
Overview of the topic
The basic understanding of social media marketing revolves around the ways by
which a business can achieve success by utilising social media marketing guides and adding
them to the business strategies (Cohen, Lund & Scarles, 2018). Several factors make social
media marketing one of the best strategies that an organisation can implement and at the
same time, it makes sure that the success factors and competitive advantages are added to the
business as well.
Several factors can influence the marketing success and transform an organisation and
its presents to its existing and potential customers. These factors can be following through
several strategies, which most organisations are using nowadays for the presenting itself in a
new way for the targeted customers provided with a platform of a social media network
(Aswani, Kar & Ilavarasan, 2018). Following are the strategies by which an organisation can
implement the influence of social media marketing for the benefit of the organisation and
gaining more and more customers besides the existing ones:
 First of all, planning and clear goal about social media need to be cleared to all
the members in the business that would support the business goals by
establishing their marketing strategies through social media.

4DIGITAL MARKETING WITH SOCIAL MEDIA
 It is also essential to plan a strategy that would help the deployment of social
media considering the best possible way allocating the resources and utilising
the best methods for reaching the targets and goals by prioritising the practical
tools for social media marketing.
 One of the most critical aspects of social media marketing is advertising which
makes a target customer to you have their focus on the products and services
provided by any organisation. The active social listening factor for every
advertisement must be pointed out by the organisation so that there remains of
feedback cycle for the customers to provide the organisation through the social
media networks. This will help in further improvement of the advertisements
of the organisation if they are found not to be much appealing to the
customers.
 One of the major factors that define the marketing of any organisation through
social media is the crisp content and the engagement strategy. Since social
media is rapid and fast, organisations cannot expect a customer to spend a long
time watching an advertisement (Bilgin, 2018). Therefore the time allocated
for every organisation is concise, and within this constant of time, they have to
engage the target customers with creative and compelling content.
 The communication strategy within the organisation needs to be decided to
write the beginning so that there would be a customer audience engagement
through the social media marketing for the organisation (Felix, Rauschnabel &
Hinsch, 2017).
 Social media optimisation is also extremely essential for every organisation to
market their products and services and deliver the real values for the business
organisation to the customer.

5DIGITAL MARKETING WITH SOCIAL MEDIA
Findings of the topic
Analysing all the factors that are mostly used by an organisation as a successful
strategy to reach the customers to social media networks. It is said that all the factors that
have been working for the organisation are to make a customer buy the products and services
that are provided by them. Social media marketing has also enabled the consumers to be
placed right at the middle of the business world, and the tools have also been provided to
them so that they can themselves interact with the organisations regarding the products and
services that they require from them (Confos & Davis, 2016). This has resulted to several
ways by which the consumers are coming forward to the organisations directly and
expressing the feedback regarding the products and services and the future services or
product that they would like to receive from them. This is precisely how the organisations are
gathering the primary data about the customers and their requirements, including the
requirement pattern of the customers that can probably occur shortly (Bhor et al., 2018).
Promoting any product or service compared to the conventional media marketing is different
in case of social media marketing as the innovative features provided by the cyber world has
made consumer behaviour to be extremely probable and more comfortable to analyse.
It is a ubiquitous factor that people right now using social media for sharing all the
experiences that they have. These also include information that they would like to share like,
reviews or any issues. These are regarded as interest for establishing a connection or just for
the mere idea of informing the friends. For a marketer, social media is an advertising
platform and this advantage of the social media users to share their experiences and all other
sources of information are used as an advantage by the marketers and marketing strategy is
created for the organisation and the marketer to make more customers (Kannan, 2017). The is
an application that social media network has provided the organisation has indeed let the
organisations gather information about the pattern that any person follows, and this makes

6DIGITAL MARKETING WITH SOCIAL MEDIA
them have an idea about how the buying pattern of the person could be. The effect that social
media has on the consumer buying decision making for the details stores who are marketing
their products or services through the utilisation of the social media is relying on the
predictive nature of social media marketing. The psychological influence that social media
has on a person's mind is somewhat used as an essential aspect for the finding as well.
Therefore as per the secondary research is conducted, and the information gathered, it
can be said that social media marketing by the retail organisation indeed can manipulate the
buying behaviour of any customer (Ashley & Tuten, 2015). The study about the same
research topic has been conducted many times to understand the influence. In future, it would
instead be analysed to find out how the pattern in the buying habits or buying behaviour
decision making of any customer is detected for further predictions.
Lessons learnt
Therefore, from these findings and learning, it can be informed that the ways by
which a person share their experiences, thoughts and other information over the social media
have a method of calculating the patterns at which the person is trying to carry on with their
day-to-day activities in their lives. The social media marketing tools collect all the shared
information, and the information is provided to the organisation so that they could predict the
current and the future buying prospectus of the customers (Harris, 2018). The people who are
not the existing customers of the organisation can also be found through this method about
their buying behaviour. The data is not manipulated, or neither is the psychology of the
human beings, but there are enough influence over the psychological aspects of the decision
making abilities, such that the impact can lead an individual into buying the product or
services from the organisation even if they previously were not a customer of the
organisation.

7DIGITAL MARKETING WITH SOCIAL MEDIA
Conclusion
Therefore, in conclusion, it can be said that the ways by which the marketing of
organisation has transferred from its real face to the digital marketing era have been
influencing the buying behaviour of the customers. It has often been found that the use of the
social media networks and the things that people share over the social media networks can be
collected as a statistical data to find out patterns of the buying behaviour of any individual.
The digital marketing strategy utilising social media for the organisations are also using the
same procedure to find out how people have been buying and what the people have been
buying. The manipulation and influence of the psychological aspects of the human being can
be impacted by the digital marketing utilising social media as these factors also make the
consumers communicate to the organisation directly and they can collect more information
for influencing their buying habits.

8DIGITAL MARKETING WITH SOCIAL MEDIA
References
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study of branded social content and consumer engagement. Psychology &
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Aswani, R., Kar, A. K., & Ilavarasan, P. V. (2018). Detection of spammers in twitter
marketing: a hybrid approach using social media analytics and bio inspired
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Bhor, H. N., Koul, T., Malviya, R., & Mundra, K. (2018, January). Digital media marketing
using trend analysis on social media. In 2018 2nd International Conference on
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9DIGITAL MARKETING WITH SOCIAL MEDIA
Gagnon, K., & Sabus, C. (2015). Professionalism in a digital age: opportunities and
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