Impact of Social media on Consumer buying Behaviors
212961793
Impact of Social Media Micro influencer on the BuyingBehavior of lifestyle Product of Irish Millennials
Millennial generation has substantial purchasing power, its crucial to find how millennial generation react to the emerging concept of social media micro influencer. The purpose of this study to build understanding around the micro influencer marketing perspective and examine the impact of Social media micro influencer on the buying behaviors of lifestyle product of Irish Millennials. Interpretivist, inductive approach utilised to attend true reflection of millennial consumer views. Six in depth semi structured interviews were conducted with Irish Millennials. The finding of this explored and achieved through thematic analysis which presented as the main themes emerged viz, Social media and visuals, Engagement, Relatable Credible and Trust. Moreover, Finding have provided more insightful information on the aspect of millennials and their buying behaviour on the social media. In relation to engagement, it was found that millennial push their boundaries to seek connection. When influencer is approachable it encourages millennial consumer to interact and feel comfortable. Relatability aspects of social media micro influencer with millennial found to be highly significant because of the millennial consumers ability to relate the source. In terms of credibility, it was prominent that millennial seek source credibility, which has high impact on their purchase decisions. It was found that credibility is important dimension of trustworthiness. It was found that millennial induce two communication interactivity, this generation is prone to value other opinions. This was significant in findings that millennials have higher trust level with smaller social media influencer (micro influencer) to make their purchase decision.
Ankur Wahane
55227453
The impact of information cascade on consumer's decision making in the frame of brand image within social media
This paper investigates a deeper relationship between effects of information cascades on customer's action and influence of brand image. Information cascades on the social media occurs when an individual observes behaviors of others and then make the same decision that other individuals have already made. According to, information cascades on a social media could lead to that many users have a strong effect on each other like determining the most influential individual's preference within a network. The information cascade can be used for one of two effects on consumers in brand image: it could cause the brand to seem higher or lower in Consumers' Buying Intentions and also could affect consumers' brand trust. The purpose of this study is research of the primary behaviors of those customers who engage with brand image. They affect and make the same decision by ideas that others have already shared in social media. The methodology of the study was a depth interview with Facebook. At the end, 160 college students at Eastern Mediterranean University offered their answers who concerning their motivation of buying and influencing of brands within social media.
Milad Dehghani Homa Choubtarash Abarde Somayye Nourani
12960139
Social interaction based consumer decision making model in social commerce: The role of word of mouth and observational learning
Social interaction activities embedded in social commerce sites influence the intention to purchase.Positive valence WOM and WOM content significantly affect consumers intention to buy a product.Intention to purchase driven by social interaction facilitates the likelihood of actual buying and sharing information with peers.Observing and learning other consumers behaviors increases the intention to purchase. Social commerce mediated by social media and social network platforms has led to the development of new business models in e commerce and digitized the consumer decision journey. Social interaction is considered as a prerequisite for successful social commerce since consumers now expect an interactive and social experience while making purchase decisions. Drawing on word of mouth (WOM) and observational learning theories, we conceptualize social interactions in social commerce environments into two forms: WOM communication and observing other consumers purchases, and examine their impact on consumer purchase intention and actual purchase behavior. Analyzing primary data (n=217) collected from surveyed active consumers within social commerce sites at two stages (pre purchase and post purchase) we found that positive and negative valence WOM, WOM content, and observing other consumers purchases significantly affect consumers intention to buy a product, thereby increasing the likelihood of actual buying and sharing product information with others on social commerce sites.
Int. J. Inf. Manag.
Yichuan Wang Chiahui Yu
204806166
Behaviors of young consumers in a virtual environment on the example of the fashion industry
Theoretical background The use of social media is increasing rapidly. The total number of users has surpassed more than 500 million worldwide. Social media communication is growing faster than any other form of communication. Websites such as Facebook, Instagram, YouTube and Snapchat are examples of the social media sites that are popular among all level of consumers, but especially among young consumers. Social media are definitely influencing customer behaviour. Social media has changed the way consumers think, and companies have changed their vision to reflect how it will affect their buying decision process. This article presents the characteristics of young consumers in a virtual environment. Purpose of the article The main goal of the article is to identify the role of social media used by fashion brands at every stage of the consumer buying decision process. The authors investigated the impact of social media on changing customer behaviour. The existing literature currently lacks a comprehensive conceptual framework to explain how social media could change consumer behaviour. Only a few studies have been conducted so far, but they have focused on the older generation, not on the youngest consumer. Nowadays, the young consumer constitutes an important but, at the same time, separate part of the market. The authors highlight the most important distinctive features of teenagers representing the so called Generation Z. Research methods The authors used qualitative analysis; more specifically, the technique of focus group interview. Three interviews were conducted, each consisting of eight students from Poznan universities. The main goal of this research was to identify the role of social media used by fashion brands at every stage of the consumer buying decision process. Main findings The influence of social media on buying behaviour can be observed for fashion products. Social media play an important role in the decision making process of young consumers. Social media have changed customer behaviour. They are an invaluable source of information and recommendations for products for young consumers. Furthermore, social media generate new needs and cause unscheduled purchases, mainly impulse purchases for example, inflenced by a discount or an interesting presentation of the product. In addition, social media are a place for expressing opinions and sharing shopping experiences for young consumers. This knowledge about young consumers' behaviour and attitudes to the use of social media in the decision buying process of fashion brands can be very valuable advice for companies to help them adjust tools of social media communications to their target group.
Annales Universitatis Mariae Curie Sklodowska, sectio H Oeconomia
Magda Stachowiak-Krzyzan Magdalena Ankiel
169736218
Comparing shopping channel preferences: Hispanic and Caucasian consumers
The Hispanic consumer has become increasingly important with a purchasing power of over $1 trillion (Fahmy, 2010) Additionally, Hispanic consumers are continuing to show this buying power online and most recently it has been through their presence on social media. Despite the mounting evidence of Hispanics' growing impact and influence on the retail market both traditional and non traditional, research has lagged behind, and little has been done to investigate this group in terms of their multi channel shopping behaviors. This research seeks to examine the influence of fashion involvement, fashion consciousness, and shopping enjoyment on Caucasian and Hispanic consumers' selection of shopping channel.
Arlesa J Shephard Sanjukta Pookulangara Tammy R Kinley Bharath Josiam
225274866
Impact of Social Media on Consumer Buying Patterns
Due to the tremendous growth in Internet usage around the globe during the last ten years, marketing teams now must better understand the impact of social media on consumer buying patterns. With Internet penetration estimated to continue to grow during the next decade, especially in second and third world markets, marketing executives will need to prioritize understanding the changes related to consumer buying patterns. Many papers have discussed this phenomenon and it was explored and analyzed as a result of new media advertising through social media ad repetition on consumer buying behavior. This study tested hypotheses on repetition and relevance, separately and jointly, with respect to obtaining a positive decision making experience. Test subjects were given single and mixed ads via a video presentation then surveyed through SurveyMonkey. Test subjects came from similar academic universities in New Jersey USA and Changzhou China. The results reflect that ad repetition has a positive effect on consumer buying patterns.
John T Donnellan Melanie Mcdonald Michael Edmondson
216499137
UNDERSTAND IMPACT OF SOCIAL MEDIA ON CONSUMER BUYING BEHAVIOR
The usage of internet has been increased over the years. Earlier limited number of people was using it but now base of users has increased to wider range. Social media is mostly preferred option by people. It is influencing consumers to take purchase decision. The aim of this paper is to study how social media has impacted consumer behaviour while making choices and decisions regarding purchase. The data have been collected by structured questionnaire and analysed using data interpretation tools.
Surbhi Deshmukh Snehal Nikam Meenal Pendse
150717145
IMPACT OF SOCIAL MEDIA ON CONSUMER BUYING BEHAVIOR A DESCRIPTIVE STUDY ON TAM MODEL
Kumar Sharma Bhuvanesh Kamleshkumar Bhatt Vimal
168536196
Impact of Social media on consumer buying behavior
Technology and the call for of the internet is increases each day. It'll assist humans to connect to every different, allows to share the statistics and construct the relationships. The motive of this paper is to research empirically the impact of social media on consumer buying conduct, that keeps a special emphasis on how the system is being inspired through the usage of social media. This have a look at is help to discover the simple needs, belief, and the taste and options of the clients regarding the products and offerings. The research also explores, the effect of social media on clients shopping for decisions, modifications in the perception of the client's behavior concerning the manufacturers and the effect of the social media on advertising and marketing. On this examine, secondary facts used to find the out the effect of social media on patron shopping for behavior.
Yetunde Sifau Abdullahi
216188659
A Study on Impact of Social Media Marketing on Consumer Buying Behaviour with Special Reference to Youths of Bengaluru City
In modern era, technology has taken the world to next level. Due to rapid changes in technology consumers are empowered to have access to various information regarding the products and services. Both business and its consumers are searching for convenient and comfortable platform to buy and sell their products and services. This has given way for evolution of many platforms. One of the most popular and cost effective platform is social media marketing. Social media has a power to create a positive or a negative opinion for the products or services by reviewing, rating, ranking etc. This paper studies the impact of social media marketing on consumer buying behavior. The study was conducted on youths in Bengaluru city with the sample size of 65 respondents with the age group from 18 40. The sampling was collected through convenience sampling method. The study found that youths are much more interested in social media marketing as they are technologically savvy. And consumers are aware of the new products and services provided by the small and medium marketers. This paper also studies the various problems that are faced by consumers while buying through social media marketing.
Mary Janitha A