IMPACT OF SOCIAL MEDIA ON CONSUMER

BEHAVIOUR
Abstract

Social media plays a vital or crucial role in our day to day life.and this has helped the human race to connect
and communicate with each other. Moreover social media has become a significant network of consumer
knowledge. The goal of this paper is to know how social media platforms i.e., Instagram, Facebook, YouTube,
Google, etc. affects the consumers purchasing behaviour.

Social media has provided huge opportunities to consumer in adapting different aspect in life. Facebook,
Instagram, YouTube have played significant roles in expanding consumers online purchases.

For this we have designed to collect data and for sampling we have chosen convenient .the sample mainly
focuses of students and employees.

Keywords: Consumer buying behavior, social media, consumer decision making, online consuming, consumer
satisfaction, purchasing power.

1. Introduction:

Social media as played key role in this transformation and changing the information and communication
technology from the 4.2 billion users social media has 3.03billion.more than 90% of the global branch uses two
social media account such as face book, Instagram, whatsapp, etc. The impact of social media has witnessed
heavy growth with the technology of mobile. People spend a large number of shares by using time of mobile
devices provide easy access to the people connect with each other and anywhere at anytime

Social media is a network which can help to communicate with each other how ever to very far from each other.
But it has much good and bad impact of people, it helps to join your family from one country to other and gain
the information from different websites. But it can also misuse many times like hacking do some bad works in
social media.

1.1 Social Media Users in India:

This has been a prime reason behind the great upsurge in the use of social media. Let us have a look at the
number of users that different social media platforms have-
So seeing such an enormous user base, have you ever wondered how social media puts an impact on our lives,
let us understand that in a few ways:

Social Media Platform Social Media Users

Face book 2.072 billion users
You tube 1.5 billions users
Instagram 1 billions users
Google+ 111millions users
Linked ln 562 million users
Pinterest 200 million
Whatsapp 900 million users

The pace of changing is accelerating. For example the development of mobile technology has played an
important role in shaping the impact of social media.

1.2 Importance of Sharing Information on Social Media Platform:

Knowing your audience’s social media sharing and content consumption habits will give you tremendous
advantage to succeed in content marketing. These having a reveal valuable and entertaining content to other; to
define themselves; to grow and nourish relationships and to get the word out about brands and causes they like
or support. These factors have caused social social networks to evolve from being a handy means for keeping in
with friend and family to being used in ways that have a real impact on society. Social media is being used in
ways that shape politics, business, world culture, education, careers, innovation, and more.

1.2.1 The Psychology Of Social Sharing:

In cooperation with customer insight group and latitude research published a study on the psychology of sharing
and discussed users’ motivations to share online. The examined first finding is that “sharing is human”, as it is
an enjoyable act. Five main why people want to share information:

1. To bring valuable, enlightening and entertaining content to other

2. To define themselves to others
3. To get and stay connected to others
4. For self-fulfillments to be credited by others for what they shared
5. To support brands they believe in and causes they like and nurturing relationship with others.
1.2.2 Types of Content Shared On Social Media:

Research technologies reveals number of different content types that people share. These types of content can
be for instance:

1. Pictures and stories about family and friends

2. Highlighting videos and other entertaining content.
3. Sports news
4. Music videos
5. Educational videos
6. News articles
7. Information blog posts and info graphics
8. Funny gifts and videos
9. Discounts and coupons

The examples above can be understood placed into the content matrix

A content marketing planning tool to help marketers generate ideas for the most engaging contents types for
their audiences. Content matrix is more just the container for the content inventory after initial inventory each
step in the project may add layers of the data to the matrix. Matrix is called as living breathing document for the
marketing. A content matrix can be used : track the content development, assist in a gap analyses, map the
migration plan, structure and unstructured data content to business and functional data.

How to use the content marketing and planning of template

The process we used by the companies for the brand is

1. Review how you assess the value of different types of contents defined for the marketing strategies.
2. Competitors use this content through plotting and guiding.
3. Current contents use of contents within the companies through plotting different content formats can be
used.
 4. Brain storm future content types can be possible.
5. Reviewing the potential of each content type think about the potential as ever green to attract the
customers and visit to your site to help with SEO.

Literature review:

1.Sama (2019) identified the impact of Media Advertisement on Consumer Behavior Marketers. Invest in
various media platforms to influence consumer behavior. Advertisement on every media platform has a
different composition that engages the consumers in a distinct way. Digitalization has led to changes in
consumers’ media habits. Hence, a deeper understanding of advertisements on different media platforms and its
implications on consumer behavior need to be established. This article focuses on the effects of television,
radio, newspapers, magazines and the Internet advertisements on awareness, interest, purchase and post-
purchase behavior of consumers. The online survey method was utilized for the study. Data were collected from
529 respondents comprising students in India. Statistical tools such as Cronbach alpha, exploratory factor
analysis and Kruskal Wallis test were used to analyses the collected data.

2.Arshad(2019) find out the usage practices of Social Media have been witnessed as growing continuously from
the past years, it always looks as if there is a conclusive necessity to execute the ways that how social media
marketers can gain from loads of opportunities they are having from this climbing popularity. To identify the
behavior of social media marketing, particularly Facebook and Twitter, the study tries to identify the influence
of different predictors that can control consumer behavior. These predictors or variables include Information
Satisfaction, Vividness and Entertaining Content. A quantitative research methodology was employed. The
primary source of data collection was questionnaire with 250 respondents using convenient sampling method,
which shows that all these variables put a very positive and conclusive impact on consumer behavior. The
impact of Information satisfaction and Entertaining Content is found to be quite strong while vividness of social
media marketing content is also having a significant impact but at a lesser level than others Information
Satisfaction and Entertaining Content.

3.Michael(2017) Examined Companies throughout the world are constantly seeking new ways to reach
consumers. Just a few decades ago, television and print advertising were the fundamental components of
marketing strategies. In the current era, these traditional marketing streams are just a small segment of the
varied approaches used to market and brand products. The increasing focus on social media shaped state of the
art advertising and shifted the way companies interact with their target groups. As a result, the effective use of
social media has become an essential part of creating and maintaining a competitive advantage. 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. Companies integrating a strategic approach to the use of
social media will have advantages over those that do not. 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.

4.Harshini C S (2015) the Social media is changing traditional marketing communication Consumers are
increasingly using social media to search for information and turning away from traditional media such as
television, magazines, radio. Companies therefore need to create effective online advertising strategies to
capitalize on current market segment by incorporating effective features in online advertising especially in
social media. This study offers theoretical contributions and conceptual model to existing research on Social
Media Ads and Consumers purchase Intention. This study highlights the characteristics of online ads and its
influence on intention to purchase. While prior studies have investigated different features of online ads towards
attitude and consumers buying behavior this study provides a new set of consumers response towards Social
Media ads with respect to Purchase Intention. Index Terms Advertisements, Consumers, Purchase Intention and
Social Media.

5.Ahmad and Adnan (2016) consumer buying behavior is known also as consumer decision making is the
process by which individuals search for, select, purchase use, and dispose of goods and services to satisfy
require needs. This study has been designed to answer main question about the role of social media advertising
on consumer buying behavior in very active field which is fashion retail industry, then determine the differences
if existed in this relation regarding to the name of the brands and consumer demographics factors. By electronic
questionnaires conducted for consumers live in Istanbul-Turkey, findings showed weak relation between social
media advertising and consumer need recognition, no relation at all with search for information.

6.Prabin Kumar Rajbanshi Boateng and Okoe(2015), studied about "Consumers' attitude towards social media
advertising and their behavioural response: The moderating role of corporate reputation The study was basically
carried out with a purpose of finding out the relationship between consumers attitude towards social media
advertisement and their behavioral response. To attain the objectives of the study survey was conducted and
about 441 different responses were selected using convenience sampling technique method as well as
questionnaire method was used for collection of data. After analyzing the collected data the study concluded
that there was a significant relationship in between consumers’ attitude towards social media advertisement and
their behavioral responses.

7.Karimi (2013) there are many ways to model consumer behavior, depending on the goal of the research, but a
useful method is the decision-process approach which studies the events that precede and follow a purchase,
and that explains the way decisions are made. Consumer decision-making could be defined as the “behavior
patterns of consumers, that precede, determine and follow on the decision process for the acquisition of need
satisfying products, ideas or services.

8.Trusov, Bucklin, & Pauwels (2009) social networking sites and social media have increased in popularity, at a
global level. For instance, Facebook is said to have more than a billion active users (as of 2012) since its
beginning in 2004 (www.facebook.com). Social networking sites can be described as networks of friends for
social or professional interactions.

9.Ajzen and Fishbein (1980) proposed the theory of reasoned action. According to this theory, attitude towards
behavior is one of the important predictors of behavioral intention. Attitude is defined as ‘an internal evaluation
of an object such as branded product. Lutz (1985) established that consumer attitude towards the advertisement
affects consumer exposure, attention and reaction to the individual advertisement through a variety of cognitive
and affective processes.

10.Vellido et al. (1999) investigated consumers’ opinion on online purchasing and online vendors that seem to
consist of the underlying dimensions control and convenience, trust and security, affordability, ease of use and
effort/responsiveness.
11.Khan (2006) all of us are consumers, we consume daily regarding to our needs, preferences, and buying
power, which open the door for too many questions about what to buy? How we buy? Where and when we buy?
In addition, when we say consumer, we refer to two types of consuming unites, first one is the organizational
consumers like business organizations, government agencies, or non-profit organizations, second one the final
consumers like individuals, families, or households.

12.Kimmel and Kitchen (2014) described how social media acts as an electronic-word-of-mouth (EWOM), a
sort of WOM(word-of-mouth) where internet users provides reviews and ratings to all kinds of products, brands
and services on review site and since consumers depends a lot on reviews and ratings inorder to purchase any
product or commodity it is justifiable as to how social media acts as the word of mouth .It is safe to say that
EWOM greatly influence consumers buying behavior.

13.Bamini KPD Balakrishnan (2014) studied on brand loyalty and online communities and how these
attachments and commitments of these communities leads to the intention to repurchase. Niels Kornum stated ,
“the analysis shows that online brand communities are able to build brand loyalty. This loyalty towards the
brand by the online communities further increases the possibilities for positive word-of-mouth.

14.M. Nick Hajli (2013) examined the interconnectivity of consumers through social media such that the
reviews or recommendations are likely to generate and establish trust in e-commerce. It is through these
interactions that consumers worldwide are keen to develop or reject trust in a provider. Consumer
socializations occurs or develops through social media directly by social interactions among consumers, and
indirectly by supporting product involvement. The social relationship among the consumers therefore
influences their trust on brands, organizations, products, etc. Higher the positive feedbacks, higher will be the
level of trust on a vendor.

15.Salih Yildiz, Emel Yildiz and Ali Tehci (2013) figured how consumers use technology and especially social
media in online shopping process effectively. The process related to meeting of consumers defined as an
electronic process and it was stated that social media plays an important role in this regard. Social media
marketing is expressed as a process which allows the producers or business to introduce their products to the
consumers through social media. Digital marketing has changed connections of business and consumers and
give opportunities for gaining or accessing information.

Research Methodology:

The gathered data for analysis is mainly primary. A questionnaire was designed to collect the data. Each
research variable includes four questions of it and making sixteen questions in total. Sampling type chosen is
‘convenient sampling’. Sample includes mostly higher education students or employees.

Overall 250 questionnaires were circulated to collect the data and all of them responded, most respondents are
students.

For the purpose of gathering data, a questionnaire was structured. Like scale of five points scaling. The five
options of Like scale vary from strongly disagree to strongly agree.

Regression test selected to show an interconnection between dependent and independent variables. The
dependent variable of the research as mentioned before is ‘Consumer Behavior’ while independent variables
are, ‘Information Satisfaction ‘, Vividness’ and ‘Entertaining Content’. Proving that the research model is fit
enough, and variance is there in dependent variable Consumer Behavior is enlightened by independent variables
Information Satisfaction, Vividness and Entertaining content.

The results exhibit that Social Media including Face book and Twitter are pretty much prevalent among the
people specially the students or professionals. Consequently, this is a constructive try to pinpoint the stimulation
caused by social media marketing on its users; behavior. Though there have been a plenty of studies earlier on
the subject executed but the current research tried to bring out different type of predictors which in the past have
not been covered for researches on Social Media Marketing in the society. The predictors taken in this study are
different from those that have been selected in the society by the former researchers but seemed to have strong
impact on consumer behavior.

Objectives:

1.To determine a relationship of social media advertising and consumer buying behavior and also to know how
a company is creating a brand image through social media advertising
2.To review and examine the importance of social media as an advertising platform, to analyse why , when and
how social media has impacted on consumer buying behavior.

3.This research shows the overall affects of social media advertising on organizational performance and on
popular brands.

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