THE IMPACT OF SOCIAL MEDIA MARKETING ON CONSUMER BUYING BEHAVIOUR: THEORETICAL ASPECT

Olena Sokhatska,Siddharth Siddharth

doi:10.35774/jee2019.02.285

Abstract

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 social media marketing communication tools and consistency in the message communicated via social media tools. In addition, it aims to have conclusive recommendations for further study which should include involvement in marketing research with a core purpose of delivering per consumer needs, as well as gaining an understanding of trending social media activities so as to meet demands of changing technological world.

Highlights

IntroductionDigital technologies have recently represented a new way for consumer behaviour by developing a range of user generated content platforms and social interactive tools and created the term of social media (Kaplan and Heinlein, 2010)
Digital technologies have recently represented a new way for consumer behaviour by developing a range of user generated content platforms and social interactive tools and created the term of social media (Kaplan and Heinlein, 2010).As the usage of the social media has become more popular, these tools are perceived as a source by consumers to search information about the products during their buying decision process
Consumers use technology and especially social media in the online shopping process effectively. This process related to meeting the needs of consumers defined as an electronic process and it stated that social media plays an important role in this regard

Summary

Introduction

Digital technologies have recently represented a new way for consumer behaviour by developing a range of user generated content platforms and social interactive tools and created the term of social media (Kaplan and Heinlein, 2010). Consumers use technology and especially social media in the online shopping process effectively This process related to meeting the needs of consumers defined as an electronic process and it stated that social media plays an important role in this regard. It can be stated that social media applications such as Facebook, Instagram and twitter allows them to communicate with other people and to continue this communication, play an important role in consumer online purchasing behaviour. The objectives of the study are to study the reason of online consumer’s Social Media usage and to study the European customers buying behaviour with respect to Social media marketing It will focus on the effectiveness of Social Media tools like Face book, Twitter, YouTube, Instagram on the consumer behaviour and study the impact of social media advertising on consumers belonging to different demographic factors such as qualification, annual income, occupation and place

Behavioural Economics

Consumer Buying Behaviour

Conclusion