Abstract

This study examined the impact of social media platforms and brand awareness in relation to the consumer decision-making and buying behavior patterns influenced by social media. It also depicts how companies can effectively make use of social media platforms as marketing strategy tools in business performances. Social media platforms seem to be increasingly and effectively bringing brand awareness and influence consumers' purchase decision-making and later on realize repeat purchases that bring about customer loyalty. Social media also has some influence to both the consumer and the marketers and is becoming the most welcomed online selling point by the millennial. Marketers/producers have noticed the rise in social media consumers; however, most of the business entities have not yet utilized social media to its fullest in their marketing activities and business strategies and performances. The study highlights the benefits of using social media platforms and brand awareness strategies that can be utilized through the online social media systems and gives a contemporary research gap, in how frequent businesses are engaging with social media.

Highlights

  • Social media marketing is the modern and innovative way of doing business in service marketing, as marketers as move from one strategy to another (6-s video) to another, referring to a progressively versatile driven form of the expansion of neighborhood sections to web crawler results to another, looking for the right innovative strategy to improve their brand health [1]

  • The rise in Internet accessibility and availability of smartphones has led to the new form of what is known as electronic word of mouth (EWOM) which in this research will be referred to as Consumer Behavior and Marketing social media

  • From previous studies, according to Alharbie [35], social media innovation led to consumer preference for certain products as consumers have a tendency to learn from the influence of other individuals in their social networks which would incline them to prefer a particular brand to another

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Summary

Introduction

Social media marketing is the modern and innovative way of doing business in service marketing, as marketers as move from one strategy (fan accumulation) to another (6-s video) to another (social-local-mobile/SoLoMo), referring to a progressively versatile driven form of the expansion of neighborhood sections to web crawler results to another (messenger bots), looking for the right innovative strategy to improve their brand health [1]. Social media capabilities are the birth of platforms such as YouTube, Facebook, Twitter, WhatsApp, and Pinterest [2]. This has become the new and attractive way as the world has become a global entity and wide coverage of information disseminations shared through social media. Online life speaks to minimal effort instruments that are utilized to consolidate innovation and social collaboration with the utilization of words [6]. These instruments are ordinarily web or versatile based. The following subsection gives a discussion on the role and the significance of social media in service marketing and the consumer buying pattern

Role of social media in marketing
Social media platform innovation
YouTube
Facebook
Pinterest
Twitter
The consumer decision-making process
Problem recognition
Information search
Alternatives
2.10 Purchase
2.11 Post-purchase behavior
Findings
Conclusions
Full Text
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