Academia.edu no longer supports Internet Explorer.
To browse Academia.edu and the wider internet faster and more securely, please take a few seconds to upgrade your browser .
Enter the email address you signed up with and we'll email you a reset link.
- We're Hiring!
- Help Center
Effect of Social Media on Purchase Decision
by ISRAR ALI
Social media has revolutionalised the ways of communication and sharing information and interests. The rapid growth of social media and social networking sites, especially, in developing country like India is providing marketer a new avenue to contact customers. Though, organizations are increasing their spend in social media, it is difficult to measure a real return on investment. This paper attempts to assess the impact of usage of social media on purchase decision process. The paper examines the usage pattern and its influences the five stages of purchase process. The study finds that the social media is most widely used in information source for perceived convenience, effectiveness and perceived credibility. Also, the social media reviews and opinions affect the purchase decision process; however, tendency of share their experiences post purchase is surprisingly low.
Free Related PDFs
Muhammad Yasir Rafiq , Umair Javeid
Electronic word of mouth (E-WOM) has very significant impact on purchasing decision of buyers, product awareness, connecting business and marketing. The objective of this research was to explore how social media influence on purchasing decision of consumers. A structured, self-administered questionnaire distributed among 2,500 citizen of posh area of Lahore. Of them, 1,366 questionnaire were used for analysis. This study is descriptive in its nature, we have used frequency distribution and bar graph technique to obtain the results. There were 694 (51%) males and 672 (49%) females participated. It was revealed from findings that both male and female prefer YouTube and Facebook for social networking. On the basis of results, various recommendations were made; online marketers, vendors, executives and marketing managers should deeply understand advantages, benefits and tools of social communications. Moreover, they should apply social media effectively and efficiently to promote their products, sustain their existing customers, attract more potential buyers and increase their sale in order to achieve their ultimate goal i.e. profit.
Social media has revolutionised the ways of communication and sharing information and interests. The rapid growth of social media and social networking sites, especially, in developing country like India is providing marketer a new avenue to contact customers. The study attempts to assess the impact of usage of social media on purchase decision process. The study finds that the social media is most widely used in information source for entertainment, networking, and information on new brands. Also, the social media reviews and opinions affect the purchase decision process; however, tendency of share their experiences post purchase is surprisingly good.
Purpose: The study contributes to multidisciplinary research on social media by empirically examining the impact of social media on the buying behaviour of Indian customers. It aims to provide information on the factors that influence sustained consumer behaviour. Findings: The factors affecting consumer's online buying behaviour can be divided into Research Implications: It is important for e-marketers to understand the factors that affect the consumer's online behaviour so that they draft superior and sustainable social media marketing strategies to engage and deliver their customers on the online platform. Originality: the study attempts to capture the impact of social media on the buying behaviour of Indian customers. Various studies have been done to understand social media as an additional channel of delivery but the Indian perspective is clearly missing when it comes to the impact of different factors on the consumers' online buying decisions. The study uses secondary data to capture an exhaustive list of the factors that impact online buying decision. Focus of the Study The focus of the study is to understand the customers' online buying behaviour through examining the individual level characteristics of the customers that impacts their purchase decision making process and the market level analysis of social media that will help give a
Saudi Journal of Business and Management Studies
2018, Global Journal of Management and Business Research: E Marketing
The study intends to investigate how social media characteristics impact on each stage of the consumer buying decision process in the Sri Lankan context. For the study, a quantitative research method was used, and a sample of 147 respondents was selected by snowball sampling method. Primary data was used for achieving research objectives and self-administered, structured questionnaires were used for the data collection. The research reveals that social media characteristics influence on all the stages of consumer buying decision process while the biggest impacts are on post-purchase stage, information stage and evaluation stage respectively. The research explains the role of social media as a current trend, impact of social media on consumer buying decision process and implication for marketers. Abstract-The study intends to investigate how social media characteristics impact on each stage of the consumer buying decision process in the Sri Lankan context. For the study, a quantitative research method was used, and a sample of 147 respondents was selected by snowball sampling method. Primary data was used for achieving research objectives and self-administered, structured questionnaires were used for the data collection. The research reveals that social media characteristics influence on all the stages of consumer buying decision process while the biggest impacts are on post-purchase stage, information stage and evaluation stage respectively. The research explains the role of social media as a current trend, impact of social media on consumer buying decision process and implication for marketers.
2022, International Journal for Research in Applied Science & Engineering Technology (IJRASET)
The purpose of this research is to empirically explore the role of social media in the consumer decision-making process. Quantitative research looks at how using social media can change your experience. Today, outsiders in developed regions are overwhelmed by customer feedback on products and government, and as a result, influence conclusions in unrelated areas. Web-based social networks attract shoppers because advertisers have no control over the content, timing, or repetition of online discussions between shoppers. The results show that the use of social media influences consumer satisfaction during the information retrieval and alternative evaluation stages, and satisfaction increases as consumers follow the final purchase decision and post-purchase evaluation process. Indicates that it will be done.
The study aims to explain how the influence of Social Media is reflected on consumers’ purchasing decisionmaking process and if this influence differs at the various stages of this process. Quantitative research method is adapted for the purpose of this research. The primary data was gathered by sending out questionnaire to a convenient sample of 310 individuals in Aseer Region in Saudi Arabia. The study finds that the influence of Social Media differs according to the various stages of the consumers’ purchasing decision making-process. The influence was more on information post purchase stage, followed by purchase decision stage. The study also highlights implications for marketers that have the opportunities to seize the power of influence of Social Media.
In order to deliver better and appropriate product to the customer, marketers do a lot of research on consumer buying behaviour consisting of need recognition, information search, evaluation of information, purchase and post purchase behaviour. Understanding consumer behaviour helps the marketers not only to identifying his potential customers but also in customer satisfaction, influence customer, creating competitive advantage, helps in making marketing strategies, increase customer base etc. On the basis of literature review, it is found that due emergence of social media marketing customers able to access the product information easily. Customer reviews, two-way communication, evaluation and comparison of alternatives on social media, effects the purchase decision of customers. There were lot of challenges in carrying out this study, which included gathering and compiling information on need recognition and information search. The social media being a recent phenomenon, very limi...
Niswatun Chaira Ismail
Social media is a virtual place which can be Blogs and different websites are used by individuals or companies to share about them and their products trough internet. Kaplan and Haenlein (2010) conceptualized social media as an internet-based program that provides a platform for consumers to express their own opinions, share information and past experiences using different social networks, blogs and other content areas. The efficiency of social media has empowered the marketers and customers with fast interaction and communication processes to enhance customer service, increase brand awareness and build strong customer–brand relationships. Using social media tools, consumers will have the chance to express their opinions to a larger number of individuals and also find the desired information quickly without incurring much cost (Severi et al., 2014). This study aimed to determine how the influence of social media for purchase making process. According to result that got from survey or questionnaire, consumer’s decision making influenced by the Informative and the alternative of social media.
Social Media is one of the best medium of connecting with the prospective consumers to the organisations. It is the medium to socialize. These new media win the trust of consumers by connecting with them to the marketers at a deeper level. Marketers are taking note of many different social media opportunities and beginning to implement new social initiatives at a higher rate than ever before. Even global companies have recognized social media marketing as a potential marketing platform, utilized them with innovations to power their advertising campaign with social media marketing. This paper discusses about the concepts of social media and social media marketing and other aspects like the growth and benefits, role and relevance of social media in marketing, social media marketing strategies. It also presents an overview on social media marketing in India.
FREE RELATED PAPERS
Alfred Bognet Cyprain
2021, INTERNATIONAL JOURNAL OF MANAGEMENT, SOCIAL SCIENCES, PEACE AND CONFLICT STUDIES
Shaik abdul mazeed
2019, International Journal of Engineering and Advanced Technology
Social media has become an inseparable part of human life. It allows customers and prospects to communicate directly about various products/services with their friends. This is just a replacement of word of mouth, which place a vital role and cheapest way of promoting product in traditional marketing. The other important and unique feature of social media is immediacy, which allows the customers to approach directly with the business people. Indeed it is helpful to both business people and customers as they can get the solutions with in no time unless it is a big damage. With the process, business people can maintain a sound relationship with the customers very easily as they are responding to their queries instantly. It is nothing but customer relationship management. It is another pivotal element in marketing. All these features will influence the customers a lot in making their purchase or buying decisions. Consumer behavior is the study of when, why, how, and where people do or ...
2019, Asian Journal of Managerial Science
In recent years, the world has witnessed a kind of social communication between humans in virtual cyberspace. The social networking is popular in marketing which utilizes the platform to present various marketing programs and strategies. The study based on the affecting influencing factors of social media marketing such as technology, infrastructure, culture, society in consumers’ buying decision in Saudi Arabia.The research focuses on consumer’s behavior and responses, in terms of indirect advertising, exaggerating on praising the product or service, false advertising, deceitful, and unprofessional behaviors. The research was carried out the buying behavior of customer through survey questionnaire. The results of the study concluded there is a relationship between Social media marketing on consumer purchasing decisions. The result further shows that e-advertising on the social media platforms has a negative impact on consumer purchasing behavior by stealth advertisement, unethical ...
social media have given new opportunities to consumer to attract in an social dealings on internet. Consumers nowadays are depending on social media for information and updates about abundant brands. In recent years Social Media Marketing (SMM) has set off an important aspect for business to outstretch target customers easily, effectual and immediately. In this era of Globalization and to face this cut through competition only traditional practice of marketing is not friendly. Business should adapt social media marketing strategy to sustain in market. The social media have changed the power structure at the place where goods sold and purchased online with marketing tools and techniques. The study viewed that consumers are adapting to online marketing and their buying behavior is being influenced especially of young people accordingly. The aim of this paper is to study the impact of social media on consumer buying behavior. A descriptive research study has been conducted and the Random sampling methods has been used for selecting the respondents. The suggestion and conclusion have been drawn based on the findings.
2022, Nepalese Journal Of Business, A Journal of Uniglobe College
Abstract This study examines the impact of social media marketing on consumer buying behaviour. Consumer buying behavior is the dependent variable. The selected independent variables are trust in information, concern of privacy, use of social media, security on social media, perception of reliability. The primary source of data is used to assess the opinions of the respondents regarding the change in consumption pattern due to the social media marketing. The study is based on primary data collected from 100 respondents. To achieve the purpose of the study, structured questionnaire is prepared. The correlation coefficients and regression model are estimated to test the significance and impact of social media on consumer buying behaviour. The result showed that use of social media has a positive impact on consumer buying behavior. It implies that more use of social media stimulates the buying behavior of the consumers. Moreover, concern of privacy has positive impact on consumer buying behaviour. It implies that more confidentiality in social media stimulate the buying behavior of the consumers. Moreover, trust in information has a positive impact on consumer buying behaviour. It indicates that better and more accurate the information used in social media marketing stimulate the buying behavior of the consumers. Similarly, security on social media has a positive impact on consumer buying behaviour. It implies that an increase in security on social media stimulate the buying behavior of the consumers. Keywords: Use of social media, concern of privacy, trust in information, perception of reliability, security on social media. S
2015, Global Journal of Management and Business Research
Consumers began using more online sources today, thanks to the rapid development of technology and communication channels. The most important of these tools are social media. Consumers access to the information they need about goods and services which will be awarded through social media dramatically. It is clear that now day, social media components are popular like Facebook and Twitter have got an attention to consumer markets. Therefore, this study is aimed to determine the effect of social media in our lives in recent years and to determine the effects of social networks on the purchasing behavior of consumers in Pakistan. This study consisted of a sample of 1,000 young consumers between the age group of 18-50 years using social media platforms having an account in any of the social networks. Questionnaire was used to get the data of the study. The results form collected data indicate that the social media has a significant impact on consumption behavior in Pakistan.
Dr Mintu Gogoi
2022, DGCCS's Journal of Commerce
Abstract: Social media has become one of the most loved mediums for the Indian youths today. Social Media Marketing is the hottest new marketing concept and every business owner wants to know how social media can generate value for their business. Social Media Marketing is about understanding how technology is making it easier for people to connect socially with their social networks and how your business can profit from that understanding. Social media had become really important gradient in today’s marketing mix in general and in promotion mix in particular. The present study is an attempt to study the extent of use of social media in buying decision and to study the engagement level of people in online shopping. It is observed in the study that socialization through digital platform becomes more popular amongst the people especially in young generation. The study also reveals that as the age increases the engagement level of the people towards online shopping is also decreases. Furthermore, an interesting fact discloses in the present study is that male peoples are more attracted toward the online shopping than the male. The percentage of engagement of female people in online shopping is highly increasing. The study fetch that male people access the online shopping sites and application not only to purchase the products but also to explore the new arrival; latest fashion and discount available with the products. Key words: online shopping, social media, engagement, socialization
2019, Vol 18, No 2 (2019)
This research studies the impact of social media marketing on consumer buying behaviour. The aim of this research is to explore how social interactive tools have an influence on buying decision process and how others’ productrelated opinions collected from social and digital environment are influential on buying decisions in different markets. This project sought to assess the impact of social media on the decision making process among the consumers. The study’s general objective was to establish the impact of social media on consumer’s decision making process among the consumers across different level of the society. The study was guided by the following specific objectives: to find out how social media influences the pre-purchase stage in buyer’s decision process, to determine how social media influences the purchase stage in buyer’s decision process, and to determine how social media influences the post purchase stage in buyer’s decision process. The study aims at integration of ...
2014, International Journal of Market Research
Social media have provided new opportunities to consumers to engage in social interaction on the internet. Consumers use social media, such as online communities, to generate content and to network with other users. The study of social media can also identify the advantages to be gained by business. A multidisciplinary model, building on the technology acceptance model and relevant literature on trust and social media, has been devised. The model has been validated by SEM-PLS, demonstrating the role of social media in the development of e-commerce into social commerce. The data emerging from a survey show how social media facilitate the social interaction of consumers, leading to increased trust and intention to buy. The results also show that trust has a significant direct effect on intention to buy. The perceived usefulness (PU) of a site is also identified as a contributory factor. At the end of the paper, the author discusses the results, along with implications, limitations and...
Consumers began using more online sources today, thanks to the rapid development of technology and communication channels. The most important of these tools are social media. Consumers access to the information they need about goods and services which will be awarded through social media dramatically. It is clear that now day, social media components are popular like Facebook and Twitter have got an attention to consumer markets. Therefore, this study is aimed to determine the effect of social media in our lives in recent years and to determine the effects of social networks on the purchasing behavior of consumers in Pakistan. This study consisted of a sample of 1,000 young consumers between the age group of 18-50 years using social media platforms having an account in any of the social networks. Questionnaire was used to get the data of the study. The results form collected data indicate that the social media has a significant impact on consumption behavior in Pakistan. Abstract-Consumers began using more online sources today, thanks to the rapid development of technology and communication channels. The most important of these tools are social media. Consumers access to the information they need about goods and services which will be awarded through social media dramatically. It is clear that now day, social media components are popular like Facebook and Twitter have got an attention to consumer markets. Therefore, this study is aimed to determine the effect of social media in our lives in recent years and to determine the effects of social networks on the purchasing behavior of consumers in Pakistan. This study consisted of a sample of 1,000 young consumers between the age group of 18-50 years using social media platforms having an account in any of the social networks. Questionnaire was used to get the data of the study. The results form collected data indicate that the social media has a significant impact on consumption behavior in Pakistan.
2012, Journal of Advertising Research
2019, CommRN: Digital Media & Social Networks (Topic)
This study investigates the effects of social media networking in Nepalese consumer purchase decision by taking 150 observations from Kathmandu valley. The study has used quantitative research design. Descriptive and causal comparative research design has been incorporated in this study. All the data were collected from primary data source. Reliability test, correlation, regression analysis, hypothesis testing has been done in this research. These all tests helped to see the effect of social media networking in the Nepalese consumer purchase decisions.
Dr. Shahid Minhas
2022, International Journal of Special Education
The study aims to examine the viability of social media in E-commerce. Social media not only enable users to communicate beyond local or global boundaries, but it also offers possibilities to trade online. social media has become a major player with other tactics to tackle the competitors. It does so by propagating products online and comparing them with other markets as well. It also gives general idea to the consumers about brands and their features and qualities. Therefore, the present study aims to analyse the role of social media in e-commerce by studying its influence considering the various social media. The study is quantitative in nature and survey method was used to collect the data from sampling size of 102. The results show that large number of respondents often shop online. The results also explore that the respondents believe social media has triggered the e-commerce as because of the access of social media to all and sundry which allows them to get aware of the new trends and products time to time. The study concludes that social media has create the survival of fittest phenomenon among the online brands and items hence, with the increase in e-commerce will help in economic growth.
2015, International Journal of Marketing and Technology
Social media like Facebook, Twitter, Instagram becomes an important part of our life. The number of users at social media is increasing day by day. With the help of social media, it is possible to communicate with the customers in an effective manner. It provides a platform to interact with consumers. With the help of such interaction, it is possible to identify the needs and wants of consumers. By various studies, it is found that by interacting through social media, it is possible for consumers to take decision related to purchase and also helpful in formulating marketing strategies. Due to importance of social media, no of marketers advertise their products through social networking sites. Social media is also having positive impact on the buying behavior of consumer. Due to its importance in present scenario, it is important to study its effects on buying behavior of consumers with reference to Samsung Smartphone's.
Dr.Vijay Ganpat Dhamore
2015, International Journal of Applied Management & Business Utility
Social networks represent a rich and attractive source of information for a large part of the population. Based on Social Media Marketing (SMM) environment, this paper discusses the characteristics of consumer purchase intention on Social Media Marketing tools, analyses the main factors of Social Media Marketing tools affecting consumer purchase intention, that is, the external factors and internal factors perception. This study is one of the few empirical studies which have investigated the adoption of mobile commerce in India, which is considered one of the fastest growing countries in terms of mobile usage. Several studies have identified the key determinants of customers‘ intentions to purchase online, as well as the impact of electronic word of mouth (eWOM) communication on their judgments. the promotion of brands and products through social networks is less expensive for marketers if compared with traditional media such as television, but at the same time is very efficient for enhancing consumer loyalty towards the firm, and influencing purchasing intention, awareness, attitude and judgments The aim of this paper is to explain the antecedents of the purchasing intention for an academic product in the context of social network communication,involving research among a sample of 30 students. In particular, the aim of this paper is to explain the antecedents of purchasing intention of an academic product and to highlight the opportunities and challenges for the education sector.
2020, Hasanuddin Journal of Business Strategy
Social media currently plays a very important role as a process of communication and interaction between humans that is not limited by time and space. It is also used as a promotional media by companies to introduce their products to consumers. Many Muslim brands cosmetics also use social media and brand equity to attract consumer interest. This research was conducted on Muslim brand users in Makassar, who were dominated by women with an age range of 20-22 years who were students. The results showed that social media marketing and brand equity had a positive and significant effect on Muslim Cosmetic Brand cosmetics purchasing decisions in Makassar. Marketing online using social media has successfully built brand equity, which in turn affects the buying decision.
2017, T R A N S A s i a n J o u r n a l o f M a r k e t i n g M a n a g e m e n t R e s e a r c h (TAJMMR) (Doubl e Bl ind Ref ereed & Revi ewed Internat ional Journal )
ABSTRACT Social Media has emerged as a convenient tool for customer engagement. Due to increase in internet usage, number of active social media users is increasing. In India, active social media users have grown at 15 per cent, to 136 million in 2016. The huge population has either subscribed on social media sites like Facebook, Twitter, Whatsapp, Youtube, LinkedIn etc. or on a vast number of customer forums and online groups. Social networking has become so popular, that according to Anderson Analytics, 71% of social network users could not live without it (Sheehan, 2010). Now, 52% of the online population uses two or more social media sites, up from 42% in 2013. India has world’s largest number of Facebook Users with over 195 million users, overtaking US by over 4 million subscribers. Moreover key Facebook Users from India are aged 18-24, which is the largest and fastest growing population segment. Not only did this challenge the fundamental basics of traditional marketing, but it also helped to shape the practice of modern marketing. Moreover with the advent of education, changing social and economic status of women leads to drastic change to their buying behavior. One such change is also of use of social media websites. As the user bases grow, so does the interest of marketers. Marketers are willing to invest large amounts of money to reach their target market. But still the question arises how people feel about social media, how it affects their brand awareness and preference and how they perceive social media marketing practices. In this regard, present paper is an attempt to study the perception of present day educated women towards recent trends of social media practices. As India is still in its developing stage towards digital or e- commerce,so viewpoints of Indian women who constitute half of the population will naturally help the marketers to make further strategies to reach their goals. KEYWORDS: Buying behavior, Perception, Social media marketing practices, Social Networking
this paper is not mine
2020, Jurnal Manajemen Indonesia
This research analyzes how marketing through electronic media, marketing through social media, and purchasing decisions on e-commerce sites; testing whether marketing through electronic media has a positive effect on buy decisions at e-commerce sites; testing whether marketing through social media has a positive effect on buy decisions at e-commerce sites; and test whether marketing through electronic media and social media marketing has effect on buy decisions at e-commerce sites. The survey method was used in this study. The population of e-commerce consumer research in Bandung. The sample size used was 125 samples. Path analysis used to analyze data. Findings, marketing through electronic media, marketing through social media, and consumer decisions were in the high category. Marketing through electronic media has effect to buy decisions at 45.35%; Marketing through social media has effect to buy decisions at 35.73%. Marketing through electronic media and social media has effect ...
Journal ijmr.net.in(UGC Approved)
In today's scenario, social media became awfully tool in buying behaviour decision making. It is influencing consumer in a dynamic manner. Now consumer is taking help of social media regarding purchasing of any product. Social media like face book, twitter Skype are going to play a very important role in consumer buying behaviour decision making. Social media introduced a new, complicated and uncontrollable element in consumer behaviour presenting a new challenge to both the academia and the marketers. This study is an attempt to identify their role and describe their impact on consumer buying decision. Social media becomes powerful and cost free approach to promote product to consumer. To satisfy the research data has been collected from both the primary and the secondary sources. Secondary sources of data have been collected through use of internet, consulting past studies on the subject and also books have been used, primary data has been collected from 50 respondents through questionnaire by direct survey method.
Muhammad Asif Baloch
Social media is an integral part of every individual's life where one can share his/ her experience, opinions, and feelings with others. The democratization of information through social media has brought significant changes in the purchasing behaviors of consumers. Consumers' connectivity in a wired and online world allowed them to know everything about the products and services they want particularly their availability, price, location and the desire attributes. This research aims to find the importance of social media on consumers' purchasing behaviors, which includes information acquisition, electronic word of mouth, seller created information, consumers' perceived quality, and customers' perceived risk.
Joel K O Ansere
This research seeks to establish the extent at which social media influences of students in South Ural State University when they want to make a decision to purchase a product or service. Moreover, the research also establishes the relationship between social media and consumers’ process of a purchase decision. The accelerated effect of social media on businesses and consumers cannot be undermined. Social media has gained massive popularity in recent years with a great number of active users. With the emergence of numerous social media platforms, it has become common for people to identify themselves with at least one or two social media platforms. This accelerated growth of social media over the past years in the world is identified and discussed as well as in the Russian Federation. The process through which consumers make a decision to purchase products and services is also discussed in this research highlighting five processes. This research employed the simple random sampling. Data were collected from students using Google forms. 34 students were considered in the sampling
2021, Journal of Communication & Public Relations
Social media is a channel to socialize with each other via online so that people can interact with each other without limited space and time. A variety of business sees many opportunities in the online media that can be used as a place to sell goods and services. Social media appears one of them is Facebook, Instagram, Twitter, YouTube and other social media. Hijup, a muslim fashion e-commerce, utilizes social media such as Instagram and Facebook to perform marketing strategies for its products. This study aims to determine the effect of social media content facebook and instagram on buying decision Hijup.com, to know the direction and influence of social media content facebook Hijup who play a role in buying decision at Hijup.com. The main theory used for this research is Elaboration Likelihood Model (ELM) to explain persuasion that sees every individual becomes very rational when evaluating persuasion messages, messages received differently for each individual then the impact will...
2019, Peshawar Journal of Psychology and Behavioral Sciences (PJPBS)
The social media has become an integral part of our lives with the introduction of 3G, 4G technology in Pakistan it has become possible for people to stay connected from anywhere any time. The purpose of this study is to find out that if any relationship between social media marketing and consumer buying behavior exist if their existence affected each other in any significant way. For this purpose an online survey was conducted and 100 people responded who were active users of social media in the region of Peshawar an unstructured/ structured questionnaire was designed to collect information from the respondents. The research findings and results confirms that there is a positive relationship between social media marketing and consumer buying behavior as well as that social media can be used as an effective marketing tool in region of Peshawar.
Euro Asia International Journals
Journal of Social Sciences
This study examined the influence of social media on Durban customers’ purchasing decisions and the extent to which social media influences consumers’ decision-making while buying products. The primary purpose of this study was to determine whether consumers are eager to interact with products on social media platforms to obtain more information about product features, benefits, performance, prices, promotions, and reputation. An exploratory study employing a quantitative research approach was carried out, with questionnaires distributed to 400 Durban consumers over the age of 18 who were regular social media users. Descriptive and inferential statistics were employed in this study. The data were analyzed using the Statistical Package for Social Sciences (SPSS). The study discovered that social media is a very powerful communication tool that can be used to influence consumers’ purchasing decisions, and consumers stated that the more they knew about a product through social media, t...
Publishing India Group
The use of Internet has undergone revolutionary changes over the years. Earlier it was being used by limited number of people for accessing utility services but now its user base has changed all together. It is widely used by youth to access social media who have its 24*7access via latest gadgets such as smartphones, PDAs etc. Moreover, social media is emerging as an important tool of marketing which has started influencing purchase decisions of the people.The aim of this paper is to examine the use of social media by university students and to study its impact on their purchase decisions. A sample of 90 students has been selected from Punjabi University, Patiala for the purpose of the study. The data have been collected by using a self-administered questionnaire. Various hypotheses have been formulated and tested using chi-square, t-test and ANOVA. The findings of the study have wide implications in the field of marketing.
With the growth of new communication technologies, the power of social media has gained more importance. The social media is crucial in defining what we think about, how we look at things and our social place and to discuss about the various issues in the society. Social media has been considerably influencing the various aspects of society like cultural, spiritual, social, economic, political and religious as well as influencing a personal level of thinking, feeling and reacting to particular issues. Social Media in a way disseminates information and had created the need for marketers to be present online to market their products. Social media plays both positive and negative role in marketing. In this article an extensive review of literature has been carried on to analyse and to get a good understanding on the impact of social media and its role in marketing. Literature review has been done from various books, journals, published papers etc. These studies have been reviewed and presented in the following manner. Literature review has been collected from both within India and outside India.
The main goal of this research has to show how online social networks (ONS) influence the consumers? purchase decisions. Our efforts to study empirically the online social network? usage and its impact on the purchase decision process might account for the important frequency of the access of this tool led to the employ of both qualitative and quantitative data collection techniques. We present a quantitative research including descriptive method on the use of ONS by 187 students from Sidi Bel Abbes University (Algeria). Data analysis has been done by using Sphinx V5 computer software. Results indicate that Facebook is the most popular site. The results also demonstrate that the students engage with social media platform daily and they spend between one to four hours. The other method of the research has been qualitative which 13 students have been interviewed as users of online social network for mainly identifying the stage where social media has interfered in the consumer decisio...
2015, Journal of Eastern Europe Research in Business and Economics
2019, International Journal of Arts and Social Science
The aim of this study is to determine the role and effect of social media in the purchasing behavior of consumers. The purchasing behavior is taken into analysis as pre and post purchasing. The data was gathered from university students who are intensive users of the Internet and social media that identified as the sample of the research. The sample was chosen by convenience sampling and 306 university students were reached. Descriptive method was used in the research and the scale was used in the framework of prepurchasing and post-purchasing behavior. The research findings show that the social media marketing strategies has a meaningful impact and that there is a meaningful but not strong relationship between the social media frequency of use and its effect on purchasing behavior. This means that the firms should try to understand the social media users’ reasons and expectations in social media and react according to their needs and taking care of users’s expectations.
2020, Jurnal Siasat Bisnis
Internet users in Indonesia have reached 88.1 million and around 79 million are active social media users. The high phenomenon of using social media which is considered quite effective for promotion and sales is used by marketers in developing their business through online marketing on social media, one of which is Instagram. Instagram becomes one of the favorite social media that can help companies simplify their business products and services. Through Instagram, entrepreneurs can interact with consumers by sharing photos and videos. For some people, online purchases made through Instagram are considered more effective and efficient in creating online purchase intentions. The purpose of this research is to find out whether Instagram's social media marketing can influence interest in buying online through mediating variables of brand awareness, value awareness, and price awareness. The research method used is quantitative research with partial least square analysis. This study u...
2022, International Journal of Business Marketing and Management (IJBMM)
social media has become a component of the community that has been adopted in business operations, especially as a marketing tool in the retail fashion industry of Sri Lanka which is pushed by technological advancements. Social commerce derived through social media supports the user's comfort with occasions for seamless shopping experiences from discovery to checkout with virtual stores and in-app social commerce. Hence, the research problem of this study is to identify and analyze the impact of social media marketing that influence a person to purchase clothing brands in Sri Lanka. The research is carried out as a survey with a sample of 384 retail fashion consumers following a hypothetic deductive approach testing the hypothesis developed based on social media marketing. The results of the study reveal that social media marketing successfully influences fashion consumers to purchase clothing brands among other alternatives.
Social media has changed the way many marketing disciplines have worked in past, including consumer behavior. Consumer behavior became prominent in 1940s and 50s as a part of the marketing area. It studies the level at which emotions, attitudes and preferences affect the buying behavior of consumers. This paper aims at analyzing impact of social media on Digital/Online decision buying behavior. We shall be making comparisons to show the growing trend of online decision making and increased use and influence of social media for making the digital decision buying behavior. Moreover, what this implies for companies and their marketing strategy to promote their product in today's competitive environment along with suggestion for the same.
Romindo Megawati Pasaribu
SULTANIST: Jurnal Manajemen dan Keuangan
Marketing through social media has been one of trends in recent years in marketing science and practices. Shifting from conventional marketing tools, marketers have capitalized various tools and means to attract the intention of new customers or to maintain the current customers. The purpose of this study is to identify the effect of social media marketing on intention to purchase, based on the fact that concept is raising attention of practitioners and researchers. The object of this study is customers who follow at least one type of social media application in Medan, Indonesia. The data were collected through self administers questionnaire with 152 respondents. The data is tested with correlation analysis by using SPSS 15.0 version. The results of the study indicated that social media marketing is positively correlated to intention to purchase when social media marketing (1) contain relevant information (2) offer relevant benefits (3) comparable with other products. The result...
- We're Hiring!
- Help Center
- Find new research papers in:
- Health Sciences
- Earth Sciences
- Cognitive Science
- Computer Science
- Academia ©2023
- International Journal of Engineering Research & Technology (IJERT)
- Mission & Scope
- Editorial Board
- Peer-Review Policy
- Publication Ethics Policy
- Journal Policies
- Join as Reviewer
- Conference Partners
- Call for Papers
- Journal Statistics – 2021-2022
- Submit Manuscript
- Journal Charges (APC)
- Register as Volunteer
- Upcoming Conferences
- CONFERENCE PROCEEDINGS
- Thesis Archive
- Thesis Publication FAQs
- Thesis Publication Charges
- Author Login
- Reviewer Login
ICEI - 2023 (Volume 11 – Issue 05)
Impact of social media on consumer purchasing decision making.
- Article Download / Views: 714
- Authors : Rashmi H B
- Paper ID : IJERTCONV11IS05064
- Volume & Issue : Volume 11, Issue 05 (ICEI – 2023)
- Published (First Online): 07-07-2023
- ISSN (Online) : 2278-0181
- Publisher Name : IJERT
Rashmi H B , JIT,Davangere, India
Social media has played a significant role as a communication tool. People all over the world use social networking sites to communicate with other people or organisations. Social networking site usage is growing, particularly while developing nations such as India, giving advertisers a new channel to reach consumers. Reviews and opinions posted on social media today have started to affect how consumers decide what to buy. Customers can make suggestions and compare products on social media by receiving status updates. It enables the satisfied Customer will enthusiastically suggest the goods to other potential customers. Based on social media, industries are aiming to capitalise on expanding consumer trends for their purchases. The purpose of this article is to investigate the social media's influence on customer purchase decisions. The primary goal of this study is to identify the component that results in consumer purchase decisions on social media, as well as to analyse the impact of respondents' demographic variables on purchasing decisions via social media.
Descriptive research with 100 respondents was done in three sectors in Chennai.
Convenience sampling was employed. The ease of use and eWord of Mouth are two variables that influence social networking sites .The results show that social media significantly affects how consumers make purchases. Customers are at the centre of the company universe thanks to social media marketing, which gives businesses new tools for engaging with customers and
merging them into brand identities in novel ways. Marketers must first understand how social media has affected consumers' buying habits. Social media marketing, as opposed to traditional media, is the contemporary aesthetic of marketing, emphasising increased opportunities for marketing companies to sell a good or service. Businesses are using social media techniques as a result.
Studies show that businesses use social media advertising to reach their customers. As a fresh approach to communicating with customers and influencing their purchasing decisions, social media advertising was chosen. People utilise social media to communicate their thoughts on virtually any issue that their "connection" or friends find interesting, as well as opinions, assessments, facts, advice, cautions, and suggestions. Social media is a tool used by marketers to advertise their goods.
Keywords: Consumer Buying decisions
,Social media marketing ,consumer income level ,
A growing number of people are already buying goods through various social media platforms. The widespread use of the internet and the surge in social media usage have forced marketers to look for new ways to interact with customers.
People may now provide feedback and discuss their views and ideas on the use of such items and services more easily and quickly thanks to social networking sites. It also allows the user to encourage internet transactions and provide a different comparison of goods and services. These marketing methods have varied effects on the purchase behaviour of women.According to numerous research, social networking significantly affects how people decide which products to buy. This study focuses on issues from earlier research, including
Do customers' purchasing decisions change as a result of social media?
How may ease of use and electronic word of mouth (e- WOM) affect women's purchasing decisions?
The social media revolution has altered the marketing environment and strengthened marketing communication. The customer has more authority than ever before to begin, drive, and influence the entire purchasing process. This low-cost method has not only helped firms enhance brand awareness, but it has also significantly improved brand loyalty and consumer happiness by allowing them to acquire superior market insights. As consumers spend more time on social media, an increasing portion of communication takes place within these social network contexts. This means that brand-related interaction and marketing campaign exposure are increasingly taking place on social media. The evolving communication setup has thus converted consumers from passive marketing players to active makers and influencers (Kozinets et al., 2008). According to a social media marketing industry research, the social media arena is
more than a passing fad to which marketers are increasingly drawn; 83% of them place a high value on social media for their organisations (Stelzner, 2012). Consumer purchasing attitudes are not only influenced by traditional channels, but social media also plays an essential role in the consumer purchasing behaviour process, which is now heavily influenced by peer evaluations, social networks, blogs, and so on.
Murray & Fodness, 1977
Dynamic techniques involving various quantities and types of information sources have been utilised because individuals cannot try out travel-related goods and services before buying them. Many travellers used social media as a tool for vacation planning, according to numerous studies. Reviews of destinations, accommodations, modes of transportation, food, or restaurants can significantly influence travellers' choices. Travel agencies and businesses have used social media to interact with their customers by posting travel-related information, photos, alerts, and advice, as well as reviews left by actual travellers. These factors may affect future travel plans and even opinions of a destination. These factors may affect future travel plans and even opinions of a destination. 58% of US web tourists used reviews to find out about their trips: 49% merely glanced
Venkatesh, Speir, and Morris (2002)
revealed how the proposion of social inuence aects people's opinions. People who use social media Condioning are generally held in communies and appear to be socially impacted by community
members.According to Venkatesh, Speir, and Morris (2002), social inuence is the extent to which a person believes another person will engage in a parcular behaviour. According to social proposion, social media has come an important inuence on a person's decision- makingprocess., they need conrmaon on what they decide is stylish.
Krishnamurthy & Dou, 2008s
Based on consumers' internet behaviour, social media activities of users have been discovered. Consumers today use the internet as a tool to accomplish their goals. When making decisions, they could be motivated by old friends, their profession, or reviews. Because consumers want to get the most for their money, they turn to reviews on social media as second-hand tools to support their decisions. Reviews on social media influence not only pricey things but also cheap items. Reviews on cosmetics, novels, automobiles, hotels, and even nail polishes are available for public viewing. These testimonials might encourage purchases or aid consumers in making decisions by making it seem more sensible to spend the money on it.
Social media helps in other academic or professional domains, such as politics or jury impartiality and fair trials, in addition to influencing consumer purchase decisions for goods and services. Due to the Internet's accessibility in the setting of the legal system, jurors are now able to use an online social media source to improve their decision-making and discussons. Jurors can express their opinions about current court proceedings on social media. Jurors understand the value of information or evidence that can back up their judgement
and help them come to a judgement. The most important platform for disseminating recent news and information is Twitter. Although the accuracy of this material cannot be confirmed, it will at least give the jury decides
Lehmann, Ruiter, & Kok, 2013
The results of this study indicate that social media and news media use different tones when communicating. While social media is more critical of Internet users' behaviour and may affect the success of vaccination efforts and medical advice, news media coverage has a tendency to be more objective and non judgmental.Another study used the dissemination of health information on news and social media to examine the impact of social media on decisionmaking. The study examined the coverage of influenza vaccination on Dutch news websites and social media platforms. The promotion of influenza vaccine regimens was carried out by Dutch news organisations and social media platforms throughout the months of February, March, and April of 2012.
But based on this study, eHealth announcements were only getting started. News on social media get more responses media than in conventional news sources. It is seductive, influencing people's choices owing to the Internet, and may be a useful source of health information.
M Shaheen,RN Lodhi-Journal of Business Strategies,2016
In the field of marketing, "social media marketing" has drawn a lot of attention.. Businesses all over the world are rethinking
how they offer their products and services. Many businesses in Pakistan have also embraced this rapid change in marketing. The majority of online time is spent on social networking sites (SNS) like Facebook and Instagram.
According to Rockendorf (2011) As marketers strive to understand consumer purchasing behaviour and gain insight into why customers feel the way they do about specific topics, social media has evolved into a market information hub. This article looks into SMM tools, the impact of online advertising, online communities, and E- word of mouth on consumer brand loyalty and purchase intentions.
Forbes and Vespoli (2013) assert that social media can affect consumers' decisions to buy any kind of service or good. Customer purchase decisions may be influenced by quality, brand, advertising, and cost. The results of this study show that consumers make purchases of either cheap or expensive goods depending on recommendations made by their contacts or acquaintances on social media.
Research gap :-
literature review makes it clear that numerous research studies have been conducted on this subject and on a specific group of people, but there aren't many well- organized studies that look at how consumer purchase decisions are impacted by interactions between SM users and marketers. Therefore, this study was created to close this gap.
Determine whether clients depend on information offered by social media channels.
To determine which social media marketing strategy is more effective.
To determine whether specific social media marketing is preferred by age groups.
To investigate if feedback systems in social media sites influence customer purchasing decisions.
4.Research Methodology :
In this research process, where quantitative data is analysed, a Conclusive Research Design would be used. The goal of the study is to ascertain whether there is a meaningful connection between social media marketing and consumer purchase choices. A survey of social media users would be undertaken as part of our research. It's possible. Also examined was the distribution of surveys to our target clients and subsequent data analysis. The questionnaire has 14 questions that pertain to the many basic characteristics of both the customer and the seller when it comes to social media as a marketing tool that influences their decision. Along with these questions, the questionnaire gathered data on the variables that a marketer must consider when using social media as a marketing tool.
Sample Design: Target Population: Our target people are social media platform purchasers, particularly those aged 15 to 45.
Sampling Technique: The technique utilised here will be both probability sampling, where we will use cluster sampling, and non-probability sampling, where we will use convenient sampling.
The sample size will be 105 respondents who will be invited to complete out questionnaires.
Analysis of personal characteristics of respondents.
Table-01 personal characteristics of respondents
20 (14.4 percent), 31- 35 years aged were 25(16.6 percent), and 35 and above aged were 15 (11.6 percent), and 5(10.8 percent) respondent belonged to less than 18 years old. The educaon level of respondents out of 105 respondents, 40 (37.5 percent) were postgraduates, 30(27.5 percent) were graduates, 20 (20.75 percent) were up to higher secondary holders, and the rest of 15 (14.25 percent) were for professionals.
Informaon search Table number -02
From Table number 01 the researcher was interested to establish the personal characteristics of respondents for the use of SM out of 105 respondents 35 (26.5 percent) were female and 70 (73.5 percent) were males. Concerning age, 19 to 25 years were 40 (26.6 percent) 26 to 30 years were
The study examined how SM impact on information search stage of Pre-purchase decisions making the process of consumers in table number -05 in that most of the respondents agreed that searching for information is easy ( mean of 4.11), SM helps to try new brands by reviews in SM (mean of 4.05), and SM helps to collect opinion about new and existing products, and user searched information in SM before the purchase of goods both are equally influenced.
Evaluaon of Alternaves
Table number – 03. evaluaon of alternaves.
believable because its standard deviation is more.
To know the impact of SM during purchase decisions
Table number – 04 sm creates consumers atude at purchase stage.
From the point of alternative evaluation, table number 06 obvious that, SM highly impact on consumers by providing information about competing brands (mean of 3.76), they agreed that interaction through friends, peer helps to verify the goods attributes through SM ( mean of 3.73), and also it provides reliable information (mean of 3.49), but their agree on SM provide credible information than traditional media on goods is not
Table number 07 depicts SM create an attitude with SM user in purchase decision of consumers most of the customers agreed that shopping through the SM is easy (mean of 4), reviews and ratings in SM creates positive or negative attitude towards goods (mean of 3.9), rating by friends and Peer helps to create a good attitude towards the product (mean of 3.81) and followed by shopping through SM is useful (mean of 3.75), and other
variables are numeral about creation of attitude with highest standard deviation.
73.5% of respondents were male, 26.6% were belongs to 19-25 age groups, 37.5% were postgraduates.
20.75% of respondents were up-to higher secondary,14.25% data collected from profesionals
SM advertisement attracts to purchase products and SM stimulates to recognize the need for something about products.
searching for information using SM is easier. It helps to try new brands with the help of friends reviews and also it helps to collect the opinion about new and existing brands or products
SM provide information about competing brands, interaction through friends, peer helps to verify the goods attributes through SM and SM change initial choice after obtaining information about the purchase of goods
purchasing through SM is easy and interesting. SM creates a negative or positive attitude by ratings, reviews, and information obtained about products.
its standard deviation is higher and it has a negative and negligible link with other variables, SM plays an essential role in generating need awareness, so the marketer provides information about what,
where, and why to acquire the products.
Marketers strive to deliver more credible information on product features, guarantees, warranties, and so on. Because it has a high standard deviation in alternative appraisal and the least link with modification of initial choice after learning relevant information about the purchase of products.
Due to its large standard deviation, SM might foster a negative attitude, so marketers must ensure the security of using cards to make purchases.
Since the majority of respondents understand brands based on updated information, it is preferable to provide updated information on social media.
Social media feedback influences future purchases, therefore marketers must quickly address customer issues in order to build a positive reputation.
We can draw the following conclusions about the research based on the analysis and results shown above: Assessing the effect of SM on the pre-purchase stage is the research's primary goal. The conclusion is based on the findings. The effects of SM on need recognition are strongly correlated with Information search and alternative assessment. Implies SM advertising entices consumers to buy the goods. It encourages buying the thing. SM makes it simple to find information compared to other forms of mass media. Reviews and ratings are useful for
gathering information. Social media (SM) works as a source of information as well as a resource for information about competing brands and helps to verify product attributes through interactions with friends.
Examining the effect of SM at the purchasing stage is the study's second goal. The discussion above has demonstrated the important role that social media plays in influencing customer attitudes, motivation, and perception. It was claimed that using social media to make purchases was simple, fun, and that user reviews of products affected how consumers felt about them
Scope for the further study
Basic information about the effect of SM on consumers' decision-making processes is provided by this study. Since SM cannot be used to purchase all things, the study can be expanded to include certain products. Due to the fact that it also influences how people use social media, it can be examined among specific demographic groups.
Some of the items in this case had higher standard deviation and little or no association. Therefore they may be examined while comparing the individual consumer traits, making more precise recommendations than possible.
Limitations of the study :-
Because it is based only on an online survey, those who are illiterate may find it challenging to respond. Online surveys make it feasible for respondents to complete the form without carefully reading the questions; this can be prevented by using a direct survey.
Chgarity Pradiptarini( 2011), Social Media Marketing Measuring Its Effectiveness And relating The Target Market, VW- L Journal Of Undergraduate Research Pp. 1- 11.
Faraz Farooz and Zohaib Jan( August 2012), the Impact of Social Networking to impact The Marketing Through Product Review, International Journal Of Information and Communication Technology Research, ISSN No.2223- 4985.Pp.627- 637.
Abdul Sarwar, Ahasanul Haque, And Farzan Yasmin( September 2013), The operation of
Social Networks as A Marketing Tool Malaysian Muslim Consumers Perspective, International Journal of Academic Research In Economics and Management Science, Volume- 2,No. 1, ISSN-2226-3624. Pp93- 102.
Ghania Bilal, Mirza Ashfaq Ahmed, and Mirza Naveed Shahzad (Part of Social Media And Social Networks in Consumer Decision Making: A Case of the Garment Sector, International Journal of Multidisciplinary Science and Engineering, Volume 05, No. 3, March 2014, Pp. 19).
- Tech Talks (New!)
- What is SEO
- SEO Checklist
- Search Engines
- International SEO
- Google Algorithm Updates
- Google Ranking Factors
- Content SEO
- Link Building
- Social Media SEO
- Site Architecture
- Adwords Tips
- Paid Search Marketing
- Landing Pages
- Display Advertising
- Twitter Ads
- Facebook Ads
- Adwords Features
- Paid Social Media
- Quality Score
- PPC Strategy
- PPC Management/Software/Tools
- Competitor Analysis – PPC
- Guide to Google Analytics
- SEO Analytics
- Local SEO Tips
- Local SEO for Small Business
- Accelerated Mobile Pages (AMP)
- Mobile Attribution
- Video Optimisation
- search search
- News & Insights keyboard_arrow_down
- Contact SEW
- Submit an article
- Advertise on SEW
- Content & Licensing
How social media influence 71% consumer buying decisions
What’s the impact of social media on consumer buying decisions? How does social media buying look today? How can it change in the future? Founder and CMO at SEO PowerSuite and Awario, Aleh Barysevich answers all these questions.
- Digital Marketing
- ROI Marketing
- Due to the rise of online shopping and the amount of time people spend on social media, social media impacts consumer buying decisions.
- Consumers who are influenced by social media are four times more likely to spend more on purchases.
- There are four ways in which social media has a direct influence on purchase decisions.
- Social media and online shopping shortened the customer journey.
- Social media amplified the impact of social proof or word-of-mouth.
- Social media influencer marketing is one of the most effective ways to reach your audience.
- Stories and ephemeral content are a new way to connect to your audience.
- Every social media platform is different and can be useful for different goals.
A large share of purchases are made online nowadays and in 2020 this number has grown significantly thanks to the lockdown. As the number of internet users increases and tech companies develop more ways to integrate the online world into shopping, online retail is expected to grow exponentially. Logically, many consumer buying decisions are made online as well, and where do people spend most of their online time — on social media.
According to GlobalWebIndex , 54% of social media users use social media to research products and 71% are more likely to purchase products and services based on social media referrals. I bet you yourself made a purchase decision based on what you saw in your feed at least once, be it a post from a friend or an ad that convinced you.
It’s hard to say exactly how much social media influences customers, not just what they buy, but their consumer habits in general. Social networks changed the way we promote products and even gave us new ways to advertise. Let’s talk about some factors that impact customers nowadays.
How social media influences consumer buying decisions
1. the shortened customer journey.
The first thing that you notice when it comes to customers on social media is the shortened customer journey. It used to be that people found out about a product, saw an ad on TV multiple times, and next week they may have gone shopping and finally bought the product. Now, this process can take minutes.
According to the Deloitte report, 29% of social media users are more likely to make a purchase on the same day of using social media. That means that once they see a product, they simply click on the link and buy it: there’s no need to wait before they go shopping. Moreover, the same report states that consumers who are influenced by social media are four times more likely to spend more on purchases.
The customer journey is not just shorter but it’s also more complicated now. Social media has made product research more accessible to users. For example, if your customer sees a product on Instagram, they can immediately search the hashtag to look up other reviews and decide whether they should buy it or not. As a result, customers spend more time on research and check more sources for reviews.
62% of customers say they share bad customer experiences with other people. Thus it’s extremely important to keep an eye on your online reputation and seek out reviews on social media. Remember that every review on social media is important — and that fits nicely with my next point.
2. The influence of social proof
Admittedly, social proof is not a new concept: man is a social animal, and we’ve been giving each other recommendations for centuries. The thing is, these recommendations and anti-recommendations can now be heard by hundreds of people.
Every time you tweet or post about this amazing cafe or the shampoo that did wonders to your hair, your social media followers see it and might be moved to try it as well. The same goes for negative opinions and rants. As per Forbes , 81% of consumers’ purchasing choices are influenced by their friends’ posts on social media.
Analytics The 2023 B2B Superpowers Index
Analytics data analytics in marketing, digital marketing the third-party data deprecation playbook, digital marketing utilizing email to stop fraud-ecommerce client fraud case study.
Moreover, people proactively ask for recommendations on social media (and brands unfortunately often ignore them). According to this study by Awario , only 9% of brand conversations are answers to customer questions, however, depending on the industry, there can be more than 100 people asking for recommendations on social media in one month.
As I mentioned above, social proof mostly impacts your friends and the people you know. But more and more people on social media don’t just follow their friends — they also follow influencers. That’s where influencer marketing comes into play.
3. The power of influencers on consumer buying decisions
Influencers are the social media users that have a robust loyal audience that often shares the same interests. Their opinions are naturally seen by a bigger number of people, people that trust them.
According to a study by the Influencer Marketing Hub , almost 50% of Twitter users have made purchases as a direct result of a Tweet from an influencer.
Micro-Influencers are especially effective in persuading their audience since they are usually experts in some niche and specific topic, which makes them a natural source of recommendations for this topic. If you’re selling a niche product, finding social media influencers in your niche — Instagram bloggers, vloggers, TikTokers, or Facebook group admins — is a great way to reach your audience.
Gen Z and Millenials are more likely to be influenced, with 84% of millennials saying user-generated content from strangers has at least some influence on how they spend their money.
The influence of Stories on consumer buying decisions
Ephemeral content is a relatively recent trend but it’s already winning over social media users and brands alike. Snapchat was the first to use Stories as a format, but it’s Instagram that popularized it and now boasts more than 500 million daily active users.
The content shared via Instagram Stories is typically more raw and unfiltered, which allows brands to create a more genuine image. It enables companies to take people behind the scenes and show how they operate, their work culture, and the team behind the products. All this helps to foster an authentic connection to a brand.
So these are the features exclusive to social media that shape customer behavior today. But as you probably know, every social media platform is a little different. Oftentimes, brands wonder which social media platform they should focus on . Let’s go through a list of most popular platforms and see what differentiates them from one another.
Most popular social media platforms
Facebook remains the biggest social media platform in the world (with almost 1.7 billion users ), even though it had its fair share of scandals and controversies in recent years.
The sheer size of the network means that you’ll be able to reach more people on there but be careful — Facebook is not as popular as it used to be. Edison Research’s Infinite Dial study from early 2019 showed that 62% of U.S. 12–34 year-olds are Facebook users, down from 67% in 2018 and 79% in 2017. This decrease is particularly notable as 35–54 and 55+ age group usage has been constant or even increased.
Still, Facebook accounts for 50% of total social referrals and a further 64% of overall social revenue, shows Business Insider .
In 2015, Facebook was responsible for influencing more than half, 52% of consumers’ online and offline purchases, shows DigitasLBi Commerce .
Lately, the company has been trying to fix its reputation by introducing more control over advertising and data management .
Instagram is an amazing platform for brands since it gives you so many opportunities to show off your product: photos, videos, Stories, galleries, filters, and more. It now boasts more than one billion monthly active users.
What’s great about the platform is that it’s popular among all generations in all countries. 80% of Instagram users follow a business account. 73% of U.S. teens say Instagram is the best way for brands to reach them with new products or promotions.
Moreover, the platform itself facilitates shopping by adding shopping tags and checkout options to the posts. 130 million Instagram accounts tap on a shopping post to learn more about products every month.
Although TikTok is a relatively new platform, its rapid growth made it an important source of brand awareness for social media users, especially Gen Z.
TikTok now has 800 million active users worldwide, and 41 percent of these users are aged between 16 and 24. So, if you want to reach a younger audience, TikTok is the place to be.
TikTok’s algorithm is also amazing for niche and specific products since it curates your feed based on your interests. It makes your job of finding new followers easier — the algorithm will push your content into the feeds of your potential audience.
Moreover, TikTok recently launched new ways to advertise on the app, giving brands more opportunities to attract customers.
According to Hubspot, Twitter is a source of product discoveries for many people.
Because of its quick nature and ability to connect to basically anyone, it’s a perfect place to ask for recommendations. SproutSocial shows that 53% of consumers recommend businesses or products in tweets while a further 48% follow through to purchase those products or services.
There’s a debate on whether YouTube is actually a social media platform or more of a streaming platform or content platform. Nevertheless, it’s one of the most popular platforms out there.
More and more people are looking up product reviews on the platform. Keep in mind that 80% of people who said that they watched a YouTube video related to a product they want to buy said that they did so at the beginning of their buying process.
If you’re ready to invest your time in creating content for YouTube , it can be a highly rewarding task. Just look at the BonAppetit channel that belongs to the magazine of the same name. It has almost 6 million subscribers and more than 1,3 billion views when the total circulation for the magazine doesn’t exceed 1,600,000 copies in a year.
As you see, the data and our daily experience on the Internet show that it’s hard to argue that social media influence purchase decisions. The impact of social media on customer purchase decisions can be explained by many factors: social proof, the penetration of social media, and the availability of online retail.
However, it’s getting more and more difficult to make your brand stand out on social media. Focusing on the right platform, building creative social media marketing campaigns , and using up-to-date technologies will help you with that.
Get the Latest daily news and insights about search engine marketing, SEO and paid search.
The Merkle B2B 2023 Superpowers Index outlines what drives competitive advantage within the business culture and subcultures that are critical to success. It is the indispensable guide for B2B marketers to deliver world-class experiences and keep pace with the dynamic environment. Download Now
The ClicData survey found that various challenges exist that prevent organizations from achieving such gains. These challenges included inaccessible data formats and limited flexibility in displaying data in dashboards. Download Now
The need for fraud prevention in the digital world is critical now more than ever. Why? Thinking about your own behavior, consider how you complete transactions and how this has changed over the last 5 years. Download Now
whitepaper | Analytics The 2023 B2B Superpowers Index
Whitepaper | analytics data analytics in marketing, whitepaper | digital marketing the third-party data deprecation playbook, whitepaper | digital marketing utilizing email to stop fraud-ecommerce client fraud case study, related articles, digital marketing the creator economy boom, bust, and need for seo, digital marketing how to safeguard your privacy while building your digital business, digital marketing here’s what an roi-worthy search advertising budget looks like in 2022, digital marketing 2021 google updates round up: everything businesses need to win at search, digital marketing social media marketing: four keys to boost lead generation and sales, digital marketing influencers in today's seo, digital marketing the future of gaming and streaming: a networking and seo arsenal, content here’s how you can master your next seasonal digital marketing campaign, subscribe to the latest news & insights.