BA Business Management: Social Media's Influence on Consumer Behavior

This report examines the significant impact of social media on consumer purchasing behavior. It begins with an introduction highlighting the increasing role of technology and digital business. A literature review explores how social media influences customer purchasing power, including discussions on how companies use platforms like Facebook and Instagram to attract customers and build relationships. The report also delves into the impact of social media on business and consumer behavior, emphasizing the importance of online presence, brand awareness, and customer engagement. Key findings include how social media marketing is a cost-effective tool for businesses and how customer reviews and recommendations on social platforms shape buying decisions. The report concludes by emphasizing the interconnectedness of social media, businesses, and consumers in the modern digital landscape, highlighting the need for businesses to adapt to evolving consumer behaviors.

ACADEMIC SKILLS

Table of Contents
INTRODUCTION ..........................................................................................................................3
Literature review .............................................................................................................................3
Social media influence purchasing power of customers..............................................................3
Impact of social media on business and consumer behaviour. ...................................................4
CONCLUSION ...............................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Technology is growing more and more now-a-days and digital business already plays an
important role in making their countries developed. While, new technology development are
being enabled to interact with each other and try to complete the changes that have been taken
place in providing the services. This report explain about the impact of social media on buying
decisions.
Literature review
Social media influence purchasing power of customers
Lim and et.al., (2017) said that social media impact customer purchasing power. Social
media attracts customer for buying the product. On social media company display products in
such a manner that it looks attractive. Social media is used by large number of people nowadays
and its users are increasing with per day. Company also takes social media as an opportunity and
posts regularly so that can attract the target customers. Social media platforms which include
Facebook, Instagram, twitter are popular and used by many users. Social media is considered one
of the important communication tool. People globally use social media so that they can get
connected with each other. Individual use social media so that they can share their experiences.
Customers give reviews on social media for the products they purchase or services they have
received.
Customers also give advice on the products to different customers via social media.
Social media is vast and so its users, on social media information gets easily viral. This
information only influence customers and their purchasing behaviour. There are many people
who read reviews before burying any goods. Customers look for recommendations and that they
easily get on social media. So companies should have existence on social media so that they can
attract customers to buy their products. According to the views of Dolan and et.al., (2019) social
media marketing is very common nowadays. Customer gets influenced through social media
content. (Companies) has shifted from traditional technique of marketing like radio, television
etc. to modern method of marketing which is social media marketing. Social media influence
targeted customers of the company. Company use discounts and start advertisement through
social media in order to increase their sales. Company should create awareness about their

products and services and social media is the best method through which companies can create
awareness of their products and services easily.
Companies are preferring social media because doing marketing through social media is
cheap, consumes less time and attract huge population. With the help of social media customers
can easily compare products of companies before making buying decisions. Customers are
happy with the products and services of the company than they will give reviews, likes and share
the product. Satisfied customers will also helpful in increasing the followers of the company on
social media. Customers believe that through social media more transparent shopping can occur.
As customers can read genuine reviews of another customers who has purchased the product and
then decide whether to buy or not. Through social media company can also build relation with
customers. They can come live and take feedbacks from customers. Feedbacks will help
company in making improvement in the products. Improvement can further help in increasing
sales. Advance technology have to be adopted by companies if they have to survive for long
term. Social media is the advance marketing tool which is used by every company nowadays.
Impact of social media on business and consumer behaviour.
According to the Kizgin and et.al.,(2018), social media plays important for the consumer
and business. Most of the people have started their business online for setting up the high range
of product along with this make their more customer base. People have their lots of connection
on social media that could also lead them for having their better communication and might be
also had high amount of profits. Social media had grown in terms of to reach out their impact
along with this make their more development for having their proper customer base. Consumer
need more awareness about the brand what they are going to purchasing and about what they are
offering. Alalwan, (2018) said that, Through social media most customer get attract and brand its
essential to keep their relationship strong. Social media also help the consumer influenced when
they are attempting building and awareness about having their specific products. When people
have problem related to their brand than they first search over the social media along with make
their brand rating. Sometime customer tend to also share their reviews, ideas and experience
about the products and services while through they can have more purchasing power. Business
can be easily developed through having their business online while most of the people offer to
social media platform for their shopping. The power of social media cannot be more integral
power of seller and buyer looking over to the sells of the organization.

Duffett (2017) said that, Customer also think that buying product from the social media
platform they can get more discount and offer from which that could be easier for them in buying
anything. Social media plays important role for having more development of business and also
help the organization about the market trend. While through which they can easily make their
targeted audience along with this also make their more growth for having high profits. People
also get more attracted towards the blog and campaign of the brand or the company. So for this
organization can make more blogs for having high customer attraction and could also develop
their more customer. Vinerean (2017) viewed that, social media also allows connecting with the
various things and that could also help the business in making more development. Most of the
consumer are likely to purchase an item which seems to be based on other people suggestion.
Some store also make customer to connect with their customer on social media and like their
page and also follow them. While making the page on social media they can develop more
customer along with this also help them for working with wide range of various people. Even
every business or ever services do not sell their products online, social media allows to grow
more brand awareness connect with various customer and gain valuable insights them.
Organization can also develop their advertisement on social media for attracting the targeted
customer and become with having more details.
According to the Munir and et.al.,(2018) if the customer post-purchase to their products
that might be also leaded to have positive impact on the brand loyalty along with the job of the
marketer. In today time buying behaviour of customer depends on the online while through
which they can purchase their products and make their own satisfaction level high. The modern
customer seems to be decision power is much more changing as per the changes in the market.
Social media also offers information about the service and gathering some active information
related to alternatives. If customer wants to buy one thing products than they mostly prefer
online rating of the products and their decision is depends more on the rating and reviews about
the products. Business are also more required to invest more in technology to targeted customer
and updating their offer to keep customer for long term interest. This has become the important
part for many company along with this succeed in the long run for them towards the customer.

CONCLUSION
From the above it had been concluded that social media has made customer and business
to be more developed. While by seating at home customer can easily place the order, and they
get products as per their wish with having discount and offer. Buying intention can be changes,
which could lead them for better purchasing power for customer.

REFERENCES
Books and Journals
Dolan, R. and et.al., 2019. Social media engagement behavior: a framework for engaging
customers through social media content. European Journal of Marketing.
Lim, X.J. and et.al., 2017. The impact of social media influencers on purchase intention and the
mediation effect of customer attitude. Asian Journal of Business Research. 7(2). pp.19-
36.
Munir, J. and et.al., 2018. Elucidating the relationship of social media usage and e-WOM with
brand related purchase decision involvement: an integrated meta-framework
approach. WALIA journal. 34(1). pp.59-64.
Vinerean, S., 2017. Importance of strategic social media marketing.
Online
Alalwan, A.A., 2018. Investigating the impact of social media advertising features on customer
purchase intention. International Journal of Information Management, 42, pp.65-77.
[Online]. Available through:
<https://www.sciencedirect.com/science/article/abs/pii/S0268401218303943>
Duffett, R.G., 2017. Influence of social media marketing communications on young consumers’
attitudes. Young Consumers. [Online]. Available through:
<https://www.emerald.com/insight/content/doi/10.1108/YC-07-2016-00622/full/html>
Kizgin, H. and et.al., 2018. The impact of social media on consumers’ acculturation and
purchase intentions. Information Systems Frontiers, 20(3), pp.503-514. [Online].
Available through: <https://link.springer.com/article/10.1007/s10796-017-9817-4>