Impact of Social Media on Consumer Buying Behaviour

Abstract

This research focuses on the research of the buying process for consumers' complex purchases and puts a special attention to how the purchasing process is affected by the influence and influence of the social networks. In this case, the complicated buying behaviour refers to frequent purchases made by consumers with a high level of involvement that creates a substantial distinction in the brand. Social media is now an emerging trend. In the last 10 years since social media and the World Wide Web has seen an increase in the number of user-generated internet technologies, such as blog posts, social networking sites, and social media sites. Overall, it is called social media and technology is the main factor behind the growth in the amount of user-generated content, which is a world-wide community. Social media has led to platforms on the internet like Facebook, Instagram, YouTube, Twitter, where people can interact with one another to share their thoughts and content. Social media's revolution has provided new methods of getting information on the products and on services. The opinions of a consumer and their reviews of products and services may be influenced by people on social media, which influences the opinions of others on the offline side as well. Yet, Social media has provided ability to consumers, where content is created solely through online conversations, and consumers have a significant role to play in creating or breaking the brand. Marketers try to comprehend the use of social media by consumers as well as their decisions based on the content they find in the social media platforms that may alter their buying habits. The study also examines the sheer quantity of information and user-generated information could alter the purchasing behaviour of consumers. In the six stages of the customer decision-making process, also referred to as EBM model, has been utilised. The study has also been carried out to understand the value of the model within the context of Social Media use. A survey of quantitative nature was conducted to study the elements of the customer choice process.

Keywords: Social Media, Consumer Behaviour, World Wide Web, online platforms.

INTRODUCTION

Social media is the online communication medium on which we can interact with each other, share content and get the information from. The various sorts of Social media can be social networking, forums and social book marking etc. Facebook, Instagram, LinkedIn, Wikipedia, Pinterest, Google plus and twitter are included in Social media and no doubt that it has become an integral part of our life. In businesses, Social media is generally used to spread the awareness about the products and services, promoting brands, to retain the existing customers and to find new prospects.

In this way Social media marketing definitely takes the benefit of Social networking, increasing the brand awareness, brand value and to increase the customer reach. The goal of the research is to find out the impact of Social media on consumer buying behaviour in urban areas. No doubt, now the consumers and the businesses are more connected than ever with each other for the very first time due to more internet connects than ever and After China, India has become the largest internet connection user.

OBJECTIVES OF THE STUDY 

• To study the impact of social media on consumer buying decision process. 
• To measure the change in perception of the consumers through the content and engagement on Social media.
• To understand how businesses can engage more customers to increase the brand value.

LITERATURE REVIEW 

1. This article says that Social media doesn’t always need some language or the words to spread the message to the consumer. When a product and the services is marketed then the context can be interpreted by the potential buyer. On the basis of that, the buyer gives the response. It can be in the way of purchasing a product, repurchasing a product or it can be in the form of not purchasing a product. So, this process is based on the customer need, his knowledge and liking towards the product, brand loyalty & brand value, word of mouth and its demand. 

2. Founds that the best and the successful way of advertising is Social Media Marketing. The study focuses on knowing the factors how the buying pattern of those consumers change who are on Social media through Social Network Marketing. This study also finds the relationship between the selling activities of the companies and the customer engagement and their purchase behaviour. In this, a survey was conducted among the 50 students in Malaysian National University. The result of the study shows the positive relation in between consumer buying behaviour and Social media engagement. 

3. The article talks about the past and the future impact of Social media because the fifth Social media week held in September 2011. Toby Daniels, the founder of Social media week found the increase in role of Social media in the lives of people. SMW is there in 21 cities in the world, because of increase in use of Social media in Middle east and how it is completely changing the business models too.

Sampling Plan & Research Instrument

The Research paper is based on the empirical data from the respondents who are actively involved in online shopping platforms. The primary data is collected from 200 respondents who were selected through convenient sampling technique. The data collection was conducted using a structured questionnaire.

ANALYSIS

Out of the 200 responses the least that is 24.5% people are having an account on Pinterest otherwise most of the respondents are having their account on Instagram and Facebook that is 91.5% & 91% respectively, 83% people are having the account on LinkedIn and the rest 18% have their account on other social media websites.

Out 0f 200 respondents, 64.5% accepts that social media provides more information with easier access, 52.5% says that they can trust more on social media advertisements and reviews, for 44.5% it saves their time and 21.5% accepts that they can be informed without being interrupted while doing other activities. In other words, they find social media more beneficial than the traditional media.

In the age group of 18-25, 7% people that is the least percentage, strongly recommend the products that they like and the 35% of the population agree with this fact that they do. But in the age group of 25-30, only 9% of the population strongly agree with this fact while only 22% say that they agree with this.

Student community can be engaged more via Frequency of Advertisements on their feed and also through Visual elements of products & advertisements. 

However, salaried class isn’t much affected by Frequency of Advertisement and can be engaged via attractive Visual display (elements) of advertisements and products.

Moreover, it is evident people who prefer discounts and promotions on social media end up doing unplanned purchase. And, people who don’t end up doing unplanned purchase on social media don’t prefer discounts & promotions on social media.

FINDINGS 

• It is suggested for the organizations to understand the crucial role of Social media to sell and promote its merchandise as Social media is the best way to entice the customers towards products and services.
• The marketing methods should be designed in such a way that could attract the various age and class of the customers.
• Social media influencers make a positive impact on the buying decision process of the customers.
• Social media is effective and cheap.
• Social media can make a direct interaction with customers.
• Social media is an effective way to generate more leads and sales.

RECOMMENDATIONS 

• Companies should give more importance to Social media marketing. Their presence on Social media can give them more visibility and it can also increase the brand value that will lead to more customer loyalty and customer lifetime value.
• Companies can be more connected with customers through Social media because the brands can communicate with them regularly and help or guide them to make a better purchase decision.
• Companies can use Social media more frequently to draw the consumer attention and brand awareness.
• Brands can be more interactive with the customers and it can get more customers insights and their reviews and feedbacks to make them feel that they are a part of the brand.
• Brands can share more positive experience of the customers who have already used that product so that the prospects and the ones who are already planning to buy can relate themselves more.

CONCLUSION

The research has shown a powerful impact of Social media on consumer buying behaviour in digital age. No doubt that Social media had brought major changes to both, consumer as well as businesses. The research has shown that consumers are highly selective while making a purchase. Though there is a plenty of data and sources of information on Social media, still personal attitude of the consumers makes a lot of difference in selecting and making a purchase.

The quality of content on Social media makes a big impact so it should be consumer relevant. When the marketing is done through Social media, it is not all about consumer awareness or selling the product itself. It is more than that which includes retaining a built-up relationship and building it between the potential buyers and corporations. Now the consumer is the king who can get all the information regarding a product or services by simply speaking with each other. So, the companies and marketers should highly careful about the bad mouth on Social media because it can lead to destroy the company’s reputation.

Even many individuals have agreed on the fact that through Social media, they can share their opinion and talk to other consumers and the corporations more effectively. Social media has definitely bridged up the gap between the brands and the consumers. Considering this fact, companies are now making each possible effort in making the buyer feel connected with the brand and allowed them to put their views, opinions, feedbacks and reviews.

The company that are adapting an integrated strategic approach with the aim of Social network platforms that is becoming the most successful in getting, engaging, influencing and retaining the customers. Factors, that can change the customer’s brand perception and a will to buy includes the strategies that led to consumers perspective, and the opinion of the people who create content on Social media. So, these strategies definitely need a high degree of maintenance and those companies that are using the method should be ready to fix all the marketing services to retain the existing customers and to increase the customer lifetime value.

Best Regards,
Mian Mukarram