The Influence of Social Media on Consumption Practices

Abstract

As more and more consumer interactions move online, the interpersonal influences and Word of Mouth (WOM) are transformed in this new landscape. For instance, earlier research demonstrates that, consumers place a great deal of importance on the information and opinions found online, and, they are increasingly sharing their opinions online (Hennig Thurau et al. 2004; Balasubramaniam and Mahajan, 2001; Goldsmith and Horowitz 2006, Berthon et al. 2007). In this context, a logical interest for marketers and brands would be to understand the implications of Social Media on consumer consumption behavior. Although some earlier studies have examined interpersonal influence, online persuasion, peer to peer recommendation behavior, opinion leadership and WOM (Senecal and Nantel 2001; Kiecker and cowls 2001; Godes and Mayzlin 2004; Walsh, Mitchell and Weidman 2004; Bruyn and Lilien 2004; Bailey 2005), few studies explore the pathway between social media, emotional attributes and consumption decisions. In this regard, it could be of prime interest for marketers to understand the influence of these social media on consumer’s tendency to consume. This qualitative study, inspired by dearth of information on this relationship investigates two questions, what product specific information is sought by social media users during the consumption process and in what way does social media content (SMC) influence consumers’ propensity to consume. The comprehension of this phenomenon would aid brands to better understand the online consumer behavior, their decision making process and consumption trends in light of the social media. In order to appropriately respond to our research questions, twenty one qualitative in-depth interviews were conducted with a sample of five graduate students, three PhD. students and thirteen MBA students in Paris. The average group age of the sample was 25.8 Years. Based on the review of existing literature and considering our research questions, an interview guide was developed, which included six main questions and related probes. The respondents were prospected about the information they sought at different stages of consumption, social media content usage behavior, frequency of seeking product specific information, the process and usage of that information etc. The interviews ranged from thirty to ninety minutes. The findings explain the influence of SMC on the consumption behavior and purchase decision making, first by resolving certain dilemmas, inhibitions in the pre purchase scenario and second by enciting consumers to propagate the brand and product during the post purchase scenario. The emerging model suggests that the consumers leverage social media to formulate their consumption decisions and propel consumption by resolving four types of dilemmas related to (1) Information: lack of ample information about a product and service, (2) Desire: lack of motivation and desire towards a product or service, (3) Experience: lack of experience knowledge about a product or service and (4) Anxiety: excessive anxiety and uncertainty around a product and service.