Research paper on impact of social media on consumer buying behaviour. The Impact of Social Media on Consumer Buying Intention - Research leap

Of the three social media platforms identified as commonly used by companies to support marketing and branding i. Journal of International Business Research and Marketing. The Economic Intelligence Unit announced that, the global market place was overwhelmed by variations in exchange rates, the purchasing behavior of consumers and inflation in the course of the recession that started in Rather than focusing on short-term advertising through technology, adept companies are integrating social media mechanisms to enhance the relationship with consumers. This is to enable them find support for their various organizational and business practices Starmark. Companies integrating a strategic approach to the use of social media will have advantages over those that do not.

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In time past, the social media inspired technologies were seen as a chapter. The present day organizations should ask questions like how can employees use social media technologies to do their work and what impact these have on employees.

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These should be pivotal questions for modern day organizations. Researchers have recognized that technology has become a major component in expanding markets and have defined entire marketing strategies around global access to technology.

Today, most organizations are mainly interested in incorporating social media into the business structures of their organization, but do not have a proper know-how of what social media is all about. Journal of International Business Research and Marketing, 3 This is to enable them find support for their various organizational and business practices Starmark.

Just a few decades ago, television and print advertising were the fundamental components of marketing strategies.

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Social media channels like Twitter, Facebook, YouTube, LinkedIn etc are some of the dynamic tools that have helped facilitate online rapport Golden, The sensitivity of customers to get excited is fading out on promotional events and consumers are beginning to resist the efforts of some companies at marketing them.

What factors motivate student buyers to shop through social media platforms? Brands have huge influence on customer choice and customers influence other customers. Social media, then, has a significant impact on how marketers design their strategic approach, how they deliver brand information, the most beautiful places essay how they scale advertising to enhance consumer engagement.

Kling et al, The increasing focus on social media shaped state of the art advertising and shifted the way companies interact with their target groups. Specific brands can include a number of different brand identities through which associations are made based on central brand characteristics.

Paper Information

The more consumers are engaged in this process, the more likely they are to encourage others to explore specific brands Christodoulies, In their study, Shen and Bissell maintained that in any given year, there are more than million active online users in the United States who spend more than 29 hours spent on online browsing, product assessment and networking.

The Economic Intelligence Unit announced that, the global market place was overwhelmed by variations in exchange rates, the purchasing behavior of consumers and inflation in the course of the recession that started in Subsequently, companies now place considerable value on the way in which social media can be used to shape consumer brand perception and influence their buying intention.

Consumers frequently assess brands, make comparisons between like brands, and make purchasing decisions based on brand affiliation Keller, Seminal work on the long-standing approaches to understanding branding reflected the connection between branding process and marketing Keller, As a result, the effective use of social media has become an essential part of creating and maintaining a competitive advantage.

Relatively, it is a low cost pattern of marketing which allows organizations to engage direct end-users through their contacts Heinlein and Kaplan, This is to enable them find support for their various organizational and business practices Starmark.

Therefore social media marketing serves as opportunities for communication and depends upon new and unusual thought patterns Heinlein and Kaplan, ; Kweskin, The value that social media adds in organizations is huge as an increasing number of organizations are already endorsing and exploiting the various opportunities in social media technological innovation.

Companies integrating a strategic approach to the use of social media will have advantages research paper on impact of social media on consumer buying behaviour those that do not.

Rust, Moorman and Bhalla maintain that while many companies have access to a variety of types of technologies that could enhance consumer interest, expand brand recognition and improve overall marketing, many underuse technologies as a foundation for interacting with customers.

Branding Researchers generally recognize the importance of the concept research paper on impact of social media on consumer buying behaviour branding as it applies to product and marketing development Campelo, et al.

Relatively, it is a low cost pattern of marketing which allows organizations to engage direct end-users through their contacts Heinlein and Kaplan, This value is created by generating demand via repurchases and securing of future earnings for the organization Sullivan and Oliveira, In a survey carried out in by McKinsey and Company, it was discovered that with the appropriate use of the social media a lot of organizations were able to benefit from each other in ways such as sharing of ideas, communication becoming better and the workplace environment becoming enhanced.

It is now on record that as the Internet is fast advancing across the global marketplace, the effectiveness of traditional mass media is fast on the decline.

INTERNATIONAL JOURNAL OF MANAGEMENT SCIENCE AND BUSINESS ADMINISTRATION

Hill portrayed Globalization as the deviation towards a more unified and co-dependent economy which is historically merging different national markets into one global enormous marketplace. In understanding the role that social networks play in branding, it is important to recognize the views of businesses about the branding and marketing processes, their what to write in a literature review for a research paper to create consumer engagement, and the impacts of social networks on influencing consumer research paper on impact of social media on consumer buying behaviour decision-making.

Journal of International Business Research and Marketing. Unlike print or television advertising, social media is not an advertising platform in and of itself, and as a result, companies can be challenged with determining how consumer information and engagement impact the branding process.

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To examine factors that motivate student buyers to shop through social media platforms. Companies frequently focus on three of the most widely used social media platforms for use in product marketing and branding: Consumers are now encouraged to interact with brands, share information with other consumers and create their content that reflects their brand preferences.

The Impact of Social Media on Consumer Buying Intention

These questions can help organizations to understand how social media technologies work effectively at workplace. As recessions is towering in recent times of high, it became very imperative for organizations to maintain honest, clear medium of communication and retain a good image in a cost effective means Unit for Economic Intelligence, More than any time in the past, companies are recognizing the value of the use of methods to engage consumers in a way that continually reintroduces the product, increases the appeal of products, or identifies social components to product experiences.

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  2. Affecting repurchases are these series of events, which goes on to affect earnings in the future and long term organizational continuity Oliveira and Sullivan,
  3. Relatively, it is a low cost pattern of marketing which allows organizations to engage direct end-users through their contacts Heinlein and Kaplan,
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This is seen in the way they market and communicate their brands and products nowadays which is becoming a challenging project. But time has proven that wrong. Social media marketing was one of the popular channel organizations used to communicate their brands during the recession.

  • The value of this approach is based on the shift in the way in which the Internet is being used, and social venues are progressing.
  • More than any time in the past, companies are recognizing the value of the use of methods to engage consumers in a way that continually reintroduces the product, increases the appeal of products, or identifies social components to product experiences.
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The value of this approach is based on the shift in the way in which the Internet is being used, and social venues are progressing. Because of the shift in the format through which consumers engage with products and product brands, the internet and e-technologies have problem solving activities psychology essential elements in branding.

In assessing the impacts of social media on branding and marketing approaches, an exploration of the existing literature on social media use and brand perception can help identify emerging and successful strategies for improving consumer engagement through social media.

This is seen in the way they market and communicate their brands and products nowadays which is becoming a challenging project. Hill portrayed Globalization as the deviation towards a more unified and co-dependent economy which is historically merging different national markets into one global enormous marketplace.

In the current era, these traditional marketing streams are just a small segment of the varied approaches used to market and brand products. Basically, the promotional focus of some organizations is on the conventional mass media advert style ib extended essay history requirements includes commercials on TV, radio jingles and advertisements in print formats such as newspapers and magazines along with billboard placements.

Therefore as organizations are becoming more competitive globally, it is pertinent for them to explore marketing strategy in a more compelling and innovative way so as to attract larger number of customers Rockendorf, We have seen the world being transformed daily by these new collective technologies, which is giving a new hope to organizations with impacts which were never considered to exist initially.

Companies throughout the world are constantly seeking new ways to reach consumers.

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How have social media channels affected buying behavior of Lagos state university students? These economic developments have ended up compelling organizations to redesign their business strategies so they can be able to communicate their brands more effectively.

Journal of International Business Research and Marketing, 3pp.

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  • The more consumers are engaged in this process, the more likely they are to encourage others to explore specific brands Christodoulies,
  • It is now on record that as the Internet is fast advancing across the global marketplace, the effectiveness of traditional mass media is fast on the decline.

Some of those mediums are; online electronic media which helps facilitates participation, responsiveness, consultation, connectivity and networking amongst online end users Mayfield, Of the three social media platforms identified as commonly used by companies to support marketing and branding i.

Specific objectives of the study are: Bythe global social network audience is estimated to be around 2.

Thus, it affords them the opportunity to review and understand how to utilize what it offers with its impact on how people interact and work among them as earlier discussed. This new era of digital communication and social engagement is preeminent for strategizing in business. Customers are overwhelmed by marketing commercials and promotional events.

There are various means of building brands, which can come in form of advertising, meeting specific needs of customers, attaching a particular image to a service or product, identifying and meeting a need that competitors are to identify, combative communication and strategizing price Burger et al, To examine how social media channels have affected buying behavior of Lagos state university students.

The Impact of Social Media on Consumer Buying Intention - Research leap

This can help them maintain a profitable growth and achieve sustained profitability objectives. Social Media will come in handy as a good example of new technological innovation that is making a great impact in the organizations of today. Rather than focusing on short-term advertising through technology, adept companies are integrating social media mechanisms to enhance the relationship with consumers.

Affecting repurchases are these series of events, which goes on to affect earnings in the future and long term organizational continuity Oliveira and Sullivan,