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Influence of Social Media on Consumer Buying Behavior

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 International Journal of Scientific Research in Engineering and Management (IJSREM)
Volume: 07 Issue: 08 | August - 2023 SJIF Rating: 8.176 ISSN: 2582-3930

Influence of Social Media on Consumer Buying Behavior

Pappu Sindhuja1, Akankhya Panda2, S.V.S.P.P. Jaya Sankar Krishna3

1Research
Scholar, Department of Marketing, GITAM School of Business, GITAM Deemed to be University,
Visakhapatnam District, India
2Research Scholar, Department of Human Resource Management, GITAM School of Business, GITAM Deemed to be

University, Visakhapatnam District, India

3Research Scholar, Department of Finance, GITAM School of Business, GITAM Deemed to be University,

Visakhapatnam District, India

Email: sindhusudheer111@gmail.com, akankhya08panda@gmail.com, jayasankar.sandy333@gmail.com

---------------------------------------------------------------------***---------------------------------------------------------------------
Abstract - With around 4 billion social media users and social media marketing and pinpointing lucrative strategies
5.19 billion mobile phone users today, the influence of that cater to consumer needs.
social media on consumer behavior is a paramount research Comprehending consumer behavior on social media
area. The study explores the nexus between social media and and their needs is indispensable for companies, furnishing
purchasing decisions, spotlighting how digital connectivity vital insights into consumer expectations and the triggers
and mobility reshape brand marketing and impact consumer that drive purchases. A grasp of distinct buying behaviors
choices. Amidst this digital revolution, social media and pivotal factors influencing purchasing decisions is
emerges as a goldmine for marketers, offering innovative crucial groundwork, enabling a comprehensive exploration
strategies to engage consumers. The study, primarily of social media's impact on consumer choices.
quantitative, employs an online survey to unveil social This thesis comprehensively outlines prominent
media's pivotal role in shaping consumer purchasing social media platforms and recent marketing trends. As per
behaviors, notably in information-seeking and decision- Econsultancy's Future of Marketing report, a significant
making processes. Consumers readily harness social media's 64% of marketers anticipate heightened importance of social
swift access to vast information and exhibit receptivity to media in their marketing strategies in the upcoming two
targeted ads, while social media influencers emerge as years. Adapting to the swift evolution of social networks is
potent marketing allies, spanning generations. Active social challenging, given frequent updates that necessitate fluid
media engagement, reliable customer service, and seamless shifts in social media marketing strategies.
information provision stand out as key tenets for building The research's theoretical framework encompasses
consumer trust. As technology advances, social media's literature and prior studies concerning consumer behavior,
sway on purchasing decisions is poised to intensify further, social media, and social media marketing. Employing a
compelling businesses to adapt. The impetus for this predominantly quantitative approach, the study employs an
research stemmed from the retail industry, driven by online survey to dissect the facets of social media
existing challenges in social media marketing strategy and influencing consumer decisions and purchases. Furthermore,
customer engagement. the research seeks to unravel how individuals engage with,
process, and attribute value to social media information both
before and during the purchasing journey.
Key Words: leadership; attachment theory; security
provider; organizational climate; organizational 2. SOCIAL MEDIA
dehumanization, burnout.
Social media refers to websites and applications
1. INTRODUCTION enabling users to generate and exchange content while
engaging with others (Hudson 2020). This platform enables
In the ever-evolving landscape of trends and swift, real-time content sharing through smartphones,
dynamics, the influence of social media on users has reached tablets, and computers, playing an integral role in daily life
unprecedented heights, coinciding with more discerning and as evidenced by its adoption by 3.5 billion global
need-conscious consumers. This study delves into the smartphone users (Statista 2020). Accessible to anyone with
interplay between consumer behavior and social media, internet connectivity, social media permits individuals to
dissecting their mutual impact. The primary aim is to create accounts and freely share content, reaching anyone
uncover the tangible effects of social media on consumer who visits their page or profile (Hudson 2020). It has
purchasing choices. evolved into a hub where diverse individuals and entities
Consumer behavior is a well-explored domain, interact, disseminating information to a broad audience
though much of the existing literature falls short in simultaneously.
addressing current consumer needs and the transformative
role of technology. This research addresses this gap,
providing insights across industries like hospitality, food and
beverage, and retail, elucidating how consumers respond to

© 2023, IJSREM | www.ijsrem.com DOI: 10.55041/IJSREM25382 | Page 1

 International Journal of Scientific Research in Engineering and Management (IJSREM)
Volume: 07 Issue: 08 | August - 2023 SJIF Rating: 8.176 ISSN: 2582-3930

Facebook Messenger, an offshoot of Facebook,

emerges as a widely embraced messenger application in
2020. Leveraging the popularity of its parent platform,
Facebook Messenger fosters connectivity among users,
enabling interactions with friends, family, and even
businesses.
YouTube, a premier video-sharing platform, takes the
lead with 2 billion active monthly users. Its staggering daily
consumption of 1 billion hours of video content underscores
its potential as a compelling marketing tool. Remarkably,
90% of consumers acknowledge discovering new brands
and products through YouTube (Oberlo 2020), underscoring
Figure 1. Global Utilization of Social Media (Hootsuite 2020) the potency of video content marketing.
WhatsApp and WeChat, both functioning as messenger
The provided graphic depicts the cumulative count of
applications, unite global users under the banner of instant
actively engaged users of social media networks and
communication. While WhatsApp boasts around 2 billion
messaging services. The study was executed in 2020,
monthly users, WeChat predominantly caters to the Chinese
offering contemporary and up-to-date insights into global
audience.
usage trends.
Instagram, the second most downloaded free app in
2018, showcases the rapid ascent of its popularity. Its appeal
2.1 Social Media platforms
is evident in the surge of daily active Instagram Stories
users, soaring from 150 million in January 2017 to 500
Social media existed prior to its integration into
million in January 2019 (Statista 2019). Notably, Instagram
smartphones, with Facebook, YouTube, and Myspace being
empowers businesses through advertising, augmented reality
transformative forces that revolutionized communication
features like storefronts and shopping, and collaborations
and interaction. These pioneering platforms paved the way
with influential social media figures.
for a fresh mode of connectivity. Subsequently, a plethora of
TikTok, ranking seventh among the most utilized
new social media outlets emerged, including Twitter,
social media platforms, epitomizes a "niche social platform,"
Snapchat, Instagram, and TikTok. A social media platform
rapidly skyrocketing in popularity since its September 2016
refers to any service, application, or medium associated with
launch. By mid-2018, it boasted 500 million users,
social interaction.
averaging a remarkable 20 million new users monthly
Over the last decade, extensive research has been
(Ortiz-Ospina 2019). Renowned for viral trends, challenges,
conducted to assess the prevalence of various social media
and dances, TikTok's global impact is reinforced by its
platforms. As per Statista (2019), the leading five contenders
widespread presence across other platforms, solidifying its
comprise Facebook, YouTube, WhatsApp, Facebook
appeal, particularly among the youth.
Messenger, and WeChat. Interestingly, a significant
majority of these prominent platforms (three out of five) are
2.2. Social Media trends 2020
messenger applications.
Over the past decade, the role of social media has
expanded significantly, cementing its status as a pivotal
component within the marketing strategies of businesses
(Quadros 2020). Each year births new trends while
consigning old ones to oblivion. As social media undergoes
continuous transformation, the swift emergence of novel
trends demands constant vigilance. Adapting and integrating
the latest social media trends can empower brands and
enterprises to elevate their marketing initiatives,
differentiating them in a competitive landscape (Influencer
Marketing Hub 2020). The dynamic nature of social media
engenders varying trends contingent upon publication dates
Figure 2. Predominant Global Social Media Platforms (Dataportal 2020) and information sources. To glean insights into the most
current trends of 2020, this author has meticulously selected
Presently, Facebook stands as the foremost and the most credible sources and recent studies.
largest social media platform, boasting a staggering 2.4
billion monthly active users. Notably, it captures the lion's 2.2.1. Ephemeral content
share of users' time, with an average daily engagement of 58
minutes per user (Ortiz-Ospina 2019). Facilitating Ephemeral content characterizes temporary social
communication and content sharing, Facebook encompasses media content, available for a maximum of 24 hours or even
various forms of media, from images and videos to articles briefer periods before vanishing. Platforms such as
and information. Impressively, 92% of social marketers Snapchat, Instagram, and Facebook have embraced this
employ Facebook for advertising, with a notable 18.4% of trend. Evolving user content preferences have led to the rise
global mobile digital advertising attributed to Facebook ads, of formats like Stories, catering to this shifting dynamic
as noted by CEO Khalid Saleh of Invesp (2015). (Influencer Marketing Hub 2020). A recent Hootsuite report
© 2023, IJSREM | www.ijsrem.com DOI: 10.55041/IJSREM25382 | Page 2
 International Journal of Scientific Research in Engineering and Management (IJSREM)
Volume: 07 Issue: 08 | August - 2023 SJIF Rating: 8.176 ISSN: 2582-3930

underscores this phenomenon, revealing that 64% of enhanced and expedited customer service, brands have
marketers have either integrated Instagram Stories into their transitioned to leveraging social media as a channel for
social media strategies or have imminent plans to do so prompt assistance, a far cry from its previous sluggishness.
(Hootsuite 2019 Social Trends Survey, 12). The current landscape enables brands to be available for
customer support almost around the clock, taking full
2.2.2. Social commerce advantage of social media's heightened visibility. This
heightened visibility underscores the imperative for brands
For an extended period, brands have harnessed social to adeptly manage customer interactions, ensuring a positive
media platforms such as Instagram, Pinterest, and Facebook reputation (Newberry, 2020).
to bolster their sales across diverse products and services
(Sovann 2019). Integrating social commerce into marketing 2.2.6. Social listening
strategies has evolved into a customary practice, poised to
amplify its impact over time (Influencer Marketing Hub Social media offers an ideal platform for gathering
2020). Reinforcing this progression, social media platforms valuable data and insights that businesses can harness to
introduce novel features like shoppable posts and refine their social media marketing strategies (Influencer
Instagram's Storefronts, effectively transforming social Marketing Hub 2020). Establishing a robust brand
networks into contemporary retail hubs (Sovann 2019). reputation is pivotal, and to achieve this, brands can glean
Social commerce is rapidly maturing into a pivotal abundant information through social listening. This practice
component of marketers' sales approaches. involves vigilantly tracking a brand's social media channels
to capture customer feedback, explicit brand mentions, or
2.2.3. Video content discussions revolving around designated keywords, subjects,
or competitors. Subsequent analysis of this data yields
In 2020, video content has surged as the most rapidly valuable insights (Amaresan 2020).
growing trend, having been adeptly leveraged by numerous
brands with notably positive outcomes. Varied forms of 2.3. Social media marketing
video content, encompassing short-form videos like those on
TikTok or Stories, and long-form videos as seen on Real-time information sharing has revolutionized
YouTube, are poised to shape the future of social media business dynamics, prompting companies to elevate their
content (Influencer Marketing, 2020). In a Cisco study social media marketing within overarching marketing plans.
(Cisco Annual Internet Report 2020), projections indicate Social media marketing is now an integral facet of
that video content will encompass a significant 82% of all contemporary digital marketing, as defined by Dave
social media and advertising content by 2022. This Chaffey, Smart Insight's content director, as the attainment
comprehensive analysis underscores the imperative of of marketing objectives through digital technologies and
integrating video content into brands' marketing strategies to media. This encompasses diverse online presences like
remain competitive in the realm of social media marketing. websites, mobile apps, and social media pages (Chaffey
2020).
2.2.4. Influencer marketing Tailored to distinct platforms, social media marketing
aligns with companies' objectives, leveraging varied
While not a nascent concept, influencer marketing methods for promoting products and services. Recent
has assumed heightened significance within brands' research by Simon Kemp and Datareportal (2020) reveals
marketing blueprints, solidifying its enduring relevance. A rapid global growth, with over 3.96 billion users and a 10%
notable evolution lies in the recent shift away from mega- increase in the past year, signifying more than half of the
influencers (>1 million followers), with brands gravitating world's populace engaging with social media (Gilliand
towards macro influencers (40,000-1 million followers) due 2020). Evidently, this piques marketers' interest, as 31% of
to their enhanced credibility and consumer trust (Digital customers employ social media for pre-sale inquiries
Marketing Institute). Consequently, marketers now favor (Mangles 2017).
collaborations with smaller, niche-relevant influencers over Yet, the surge in social media usage also unveils challenges.
relying solely on one or two mega-influencers (Influencer Intense content saturation and heightened competition for
Marketing Hub 2020). Such influencers yield heightened visibility render it arduous for companies to stand out
engagement rates among their followers and entail lower (Mangles 2017).
costs. Significantly, 49% of consumers acknowledge their
reliance on influencer recommendations on social media as a
crucial factor guiding their purchasing decisions (Digital
3.CONSUMER BEHAVIOUR ON SOCIAL
Marketing Institute). MEDIA

2.2.5. Customer service interaction Users log into their social media accounts primarily
for enjoyment, relaxation, connection, information, and
Historically, social media served as a space for user entertainment. With the emergence of social media as a
interaction, communication, and the sharing of visual retail platform, convenience has transformed consumer
content. However, its contemporary role has expanded behavior. A Global Web Index study (2018) indicates that
significantly, transforming into not only a retail platform but 54% of users now employ social media to research products
also a vehicle for product discovery and customer service before purchase, reflecting a shift from social interaction to
(Influencer Marketing Hub 2020). Recognizing the need for product exploration.

© 2023, IJSREM | www.ijsrem.com DOI: 10.55041/IJSREM25382 | Page 3

 International Journal of Scientific Research in Engineering and Management (IJSREM)
Volume: 07 Issue: 08 | August - 2023 SJIF Rating: 8.176 ISSN: 2582-3930

3.1. What exactly has changed?

Modern consumers exhibit heightened awareness and

curiosity, actively expressing their opinions through various
mediums such as reviews, YouTube videos, and TikTok
unboxing sessions. This paradigm shift empowers
consumers, who now utilize diverse social networks to share
perspectives on retailer offerings and experiences,
compelling retailers to attentively engage and cater to their
customers' needs (Brennan, Brenna, Schafer & Schafer
Figure 3. Factors Influencing Purchase Decisions (Kotler & Armstrong
2012, 2.). 2010)
While social media use is prevalent among the
younger generation, its adoption is swiftly expanding among Although each consumer possesses distinct
older demographics. Pew Research (2019) reveals that 69% deliberations when contemplating a purchase, a common
of adults aged 50-64 and 40% of those above 65 engage buying process underpins their decision-making journey.
with social media. Everyday essentials, from bus tickets to While the specifics of this process can diverge among
banking services and loyalty programs, are transitioning to individuals, here are the typical stages traversed by
smartphone apps, a trend accelerated by the demand for consumers (FitzGerald 2019):
mobile-enabled tools like Corona apps. As smartphone  Recognition of Need: Consumers become aware of
ownership becomes ubiquitous, people of all ages are a need and decide to make a purchase.
integrating social media into their routines, enhancing their  Information Search: Consumers seek
shopping experiences (Brennan & al. 2012, 48.). product/service information, often influenced by
online reviews and blog posts, to assess their
3.2. Understanding consumer purchasing behaviour potential purchase.
 Product Assessment: Evaluating personal criteria
To comprehend consumer purchasing behavior, an and priorities, consumers determine which
understanding of its influencing elements is imperative. As product/service aligns with their preferences.
FitzGerald (2019) asserts, consumer buying behavior is  Purchase Decision: Upon identifying the suitable
shaped by three key factors: personal, psychological, and product/service, consumers contemplate whether to
social. Additionally, renowned researcher Philip Kotler make the purchase immediately.
introduces a fourth dimension, emphasizing the cultural  Transaction Completion: The payment process and
factor's weighty impact. product receipt occur, emphasizing the need for a
Cultural factors wield substantial sway over seamless payment experience.
consumer choices, varying across countries due to distinct  Post-Purchase Evaluation: Following product
values, needs, behaviors, and learned preferences, rooted in usage, consumers gauge their satisfaction level.
familial and environmental influences (Kotler 2018, 159.). This phase commonly involves post-purchase
Human sociability naturally invites influence from close surveys or thank-you emails to gather feedback and
peers and a desire for societal acceptance (Clootrack 2020). ensure customer contentment.
Social elements encompass networks, groups, roles, and
status, deeply shaping purchasing patterns (Kotler 2018, 3.3. Social media as influencer
162.).
Personal attributes, encompassing interests, opinions, Social media wields considerable influence over
and unique individuality, contribute to divergent perceptions consumer decision-making, as it brims with opinions and
and consumer behaviors (Clootrack 2020). Essential reviews on diverse brands and products. Notable factors
personal characteristics like age, income, occupation, shaping consumer choices include influencer and social
personality, and lifestyle exert substantial influence (Kotler connections' reviews, brand presence, and social media
2018, 167.). advertising (FitzGerald 2019).
Psychology is a commanding determinant of Prominent social influencers, possessing substantial
consumer behavior, with psychological factors remarkably followers, actively engage in influencer marketing,
potent yet challenging to measure (Clootrack 2020). These especially on platforms like Instagram and TikTok. These
factors revolve around perceptions, beliefs, motivations, influencers endorse specific brands, sharing their viewpoints
attitudes, comprehension abilities, and needs (Kotler 2018, with their followers.
169.). Initially designed for interconnection and information
The synthesis of these factors intricately shapes the mosaic sharing, social media now enables users to extend their
of consumer purchasing behavior, visually depicted in the opinions about products, services, and brands to a broader
accompanying figure. audience across diverse platforms (FitzGerald 2019).
Merely offering products and services online falls
short today. Brands must distinguish themselves, achieve
visibility, and ensure information accessibility across social
media. By fostering dynamic social media engagement and
delivering valuable content, brands enhance their reputation,
credibility, and follower count. As social media's reach
© 2023, IJSREM | www.ijsrem.com DOI: 10.55041/IJSREM25382 | Page 4
 International Journal of Scientific Research in Engineering and Management (IJSREM)
Volume: 07 Issue: 08 | August - 2023 SJIF Rating: 8.176 ISSN: 2582-3930

expands, precision targeting and retargeting options aligned closely with the theoretical framework, investigating
empower brands for strategic marketing maneuvers, the impact of social media on purchasing decisions
optimizing resources (FitzGerald 2019). concerning why, when, and how. Initial inquiries covered
demographics, while subsequent sections delved into social
3.4. Cross-Channel shopping media usage and its influence on purchasing choices.
Conducted from September 24 to October 15, 2020, the
Cross-channel shopping is a burgeoning trend, where survey yielded 139 responses.
the majority of online consumers engage in online browsing
but opt for offline purchases, often in physical brand stores 5. DATA ANALYSIS AND KEY RESULTS
(Brennan & al. 2012, 49.). This involves consumers
gathering information, price comparisons, and even making
The subsequent segment outlines the analysis
purchase decisions online, subsequently choosing to buy in-
conducted on the data extracted from the online survey.
store. The business advantages of cross-channel shopping
Initial inquiries encompassed demographic details, namely
encompass comprehensive information availability,
gender, age, and financial status. This approach aimed to
fostering brand loyalty (Gilliland 2017).
discern potential divergences in the impact of social media
Cross-channel shopping enhances customers' retail
on decision-making across these demographics. The data
experiences, providing added value (Gilliland 2017).
reveals a distribution of 37% male and 63% female
Prominent corporations have implemented innovative
respondents.
strategies, such as online orders with in-store pickup, same-
day local delivery, and seamless online-to-store returns.
These initiatives not only deepen customer engagement but
also facilitate decision-making through diverse payment and
return options. Remarkably, consumers who interact both
online and in-store exhibit higher spending tendencies,
sometimes 50% or more above average shoppers (Csek
Creative).

4. RESEARCH METHODOLOGY

When researchers systematically structure a study

tailored to a specific research project in order to ensure
reliable results that contribute to addressing research
objectives, it is referred to as research methodology (Jansen
& Warren 2020). This study primarily aims to explore the
genuine impact of social media on consumers' purchasing Figure 4. Age distribution of the respondents
decisions, seeking to ascertain whether such an impact
The fourth survey question aimed to ascertain the
exists. The intention is to enhance comprehension for both
predominant social media platforms utilized by participants.
consumers and companies regarding the nature, timing, and
The available options were influenced by Dataportal's
extent of social media's influence on consumer decision-
research (refer to figure 2). Notably, messenger applications
making processes. Additionally, the study strives to offer
were excluded from this inquiry, as their primary function is
actionable insights to companies about how customers
communication and they do not significantly impact social
respond to diverse social media marketing strategies,
media-related purchasing behavior. The subsequent table
pinpointing the most effective methods to align with
presents respondents' data categorized by age groups,
consumer needs.
reflecting their primary social media platform preferences.
The research is underpinned by a theoretical
framework, which serves as the groundwork and relies on Table 1. Most used social media platforms used by the respondents
secondary data. The gathering of primary data is geared
towards addressing the research objectives and supplying
substantiating evidence to support the secondary data. To
obtain primary data, an online survey was employed as the
data collection method.

4.1. Research design

The chosen research design for this study was

quantitative, employing an electronic survey via the
Webropol web tool. Quantitative research was deemed most
suitable due to its capacity to efficiently gather data from a
wide-ranging population. The survey, encompassing 12
questions and a two-minute completion estimate, was
distributed across diverse social media platforms like
Facebook, Instagram, WhatsApp, and online chats.
Anonymity ensured candid responses. The questionnaire
© 2023, IJSREM | www.ijsrem.com DOI: 10.55041/IJSREM25382 | Page 5
 International Journal of Scientific Research in Engineering and Management (IJSREM)
Volume: 07 Issue: 08 | August - 2023 SJIF Rating: 8.176 ISSN: 2582-3930

The data indicates a distinct trend: TikTok, Snapchat, and identification of alternatives. Additionally, it plays a
and Pinterest are exclusively popular among respondents role in instigating new needs by presenting enticing products
aged 15 to 35. Conversely, participants aged 46 to 55 and services. The "how" lies in its ability to deliver tailored
display lesser engagement across various social media content, which shapes consumer opinions and influences the
platforms. Echoing Dataportal's findings (refer to figure 2), trajectory of the buying process, contingent on individual
Facebook emerges as the dominant choice across multiple attitudes and social media behaviors.
age brackets. Notably, Instagram claims the highest usage In conclusion, this study's findings affirm that
among individuals aged 15 to 25. consumers actively employ social media to validate
purchase decisions and gather pertinent information. The
5.1. Results analysis research proceeded as planned, yielding insights into social
media marketing, consumer purchasing behavior, and the
The analyzed findings underscore the significant role reciprocal communication dynamic intrinsic to social media
of social media in shaping purchase behavior, particularly in platforms. Overcoming challenges in garnering a diverse
information seeking. Consumers readily embrace social respondent pool from various platforms, the research
media as a rapid information source and exhibit remained within the envisioned timeline, culminating in
receptiveness to targeted ads, leading to confident current and valuable results.
purchases. Remarkably, age and financial stability exhibit
no substantial influence on social media engagement or 6.1. Limitations
purchase choices. Paradoxically, despite Generation Z's
familiarity with social media, their opinions on its effects on The findings and conclusions of this research hold
purchasing behavior diverge considerably. validity exclusively within the chosen population, and
The study endorses the efficacy of employing social cannot be universally applied due to divergent
media influencers for marketing, given their broad environmental influences and individual respondent
intergenerational reach. Brands should prioritize active viewpoints. To establish results reflective of broader
social media engagement to foster consumer trust, deliver consumer social media behavior and the extent of its impact
swift customer service, and facilitate product information on purchasing, a more expansive and quantitative
accessibility. Although consumers mainly rely on personal geographical study is imperative.
connections and knowledge for decisions, social media Given the constrained timeframe and scope,
undeniably aids shopping, expediting informed choices. As numerous theories pertinent to social media and consumer
social media's significance in purchasing decisions is purchasing behavior were explored, albeit in a generalized
already evident, its impact is poised to deepen with manner. This approach aimed to offer readers an
advancing technology. overarching understanding of the subject matter.
6. CONCLUSION
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Volume: 07 Issue: 08 | August - 2023 SJIF Rating: 8.176 ISSN: 2582-3930

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