The impact of social media on consumer purchasing behavior
Autio, Susanne (2020)
Avaa tiedosto
Lataukset:
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020120626366
https://urn.fi/URN:NBN:fi:amk-2020120626366
Tiivistelmä
Nearly 4 billion social media users and 5,19 billion mobile phone users are active today. On a daily basis, 350 Million photos are uploaded on Facebook, over 4 billion likes on Insta-gram, 1 billion hours of videos are watched on YouTube. The future is here and it is all about social media.
The overall purpose for this research was to investigate the connection between social me-dia and consumer purchasing behaviour. Due to digital revolution people are more connect-ed than ever and information is available in the palm of their hands. Mobility and social me-dia have affected to brands marketing, which has made a difference on consumers deci-sion making.
While social media is evolving more and more, new social media trends are popping up for its users and in to business world. In business and marketing point of view the social media is a goldmine which should be utilized specially by marketers. Social media has given plenty of new practises to develop brands marketing strategy. The most important part of develop-ing marketing strategy is to understand today’s consumers purchasing behaviour first. Dif-ferent factors that influence on peoples purchasing behaviour are defined in this research, in addition the most common types of buying behaviour.
The main research method used in this research was quantitative and an online survey was conducted to investigate the factors of social media affecting to consumer purchase and decision making.
The data collected during this research point out the important role that social media has on purchase making and specially information seeking. Consumers are eager to use social media as a tool and to find endless amounts of information in a blink of an eye. The con-sumers are also open for new ideas and pay attention on social media platforms targeted advertisements and are not afraid of purchasing them. According to the results of this re-search the use of social media influencers is a beneficial part of marketing plan since they reach social media users of all ages. Also, brands should keep on concentrating on active social media behaviour to gain the trust of consumer, offer modern and fast customer ser-vice and help consumers to find accurate and relevant information of their products and services easily. The importance of social media on consumers purchasing decision making is visible already and presumably it will only deepen in the future with new technology.
The motivation for this research came from authors place of employment on retail industry and the existing problems that company currently has with social media marketing strategy and customer engagement.
The overall purpose for this research was to investigate the connection between social me-dia and consumer purchasing behaviour. Due to digital revolution people are more connect-ed than ever and information is available in the palm of their hands. Mobility and social me-dia have affected to brands marketing, which has made a difference on consumers deci-sion making.
While social media is evolving more and more, new social media trends are popping up for its users and in to business world. In business and marketing point of view the social media is a goldmine which should be utilized specially by marketers. Social media has given plenty of new practises to develop brands marketing strategy. The most important part of develop-ing marketing strategy is to understand today’s consumers purchasing behaviour first. Dif-ferent factors that influence on peoples purchasing behaviour are defined in this research, in addition the most common types of buying behaviour.
The main research method used in this research was quantitative and an online survey was conducted to investigate the factors of social media affecting to consumer purchase and decision making.
The data collected during this research point out the important role that social media has on purchase making and specially information seeking. Consumers are eager to use social media as a tool and to find endless amounts of information in a blink of an eye. The con-sumers are also open for new ideas and pay attention on social media platforms targeted advertisements and are not afraid of purchasing them. According to the results of this re-search the use of social media influencers is a beneficial part of marketing plan since they reach social media users of all ages. Also, brands should keep on concentrating on active social media behaviour to gain the trust of consumer, offer modern and fast customer ser-vice and help consumers to find accurate and relevant information of their products and services easily. The importance of social media on consumers purchasing decision making is visible already and presumably it will only deepen in the future with new technology.
The motivation for this research came from authors place of employment on retail industry and the existing problems that company currently has with social media marketing strategy and customer engagement.