5 th semester

Pcl

Impact of social
media on
consumer behavior

Shreya vr
1) Impact of social media on businessmen
Authors : bharati Shukla and himanshu singh
This study is conducted to find out the effects of social media networking on the
buying behavior of the consumer and their purchase decision with special reference
to youth by taking more than 100 observations from Mumbai city. The study has
used a quantitative research design. A descriptive and causal comparative research
design has been incorporated in this study. All the data were collected from primary
data sources and secondary data is used for reference purposes. Reliability test,
correlation, regression analysis, and hypothesis testing have been done in this
research. These tests helped to see the effect of social media networking on
Mumbai’s consumer purchase decisions with special reference to Youth in the city.
The social media revolution has changed the world. The fresh approaches to find
and get information about the vast array of products and services available on
fingertips. Social Media has made it possible for consumers to connect with and talk
about companies one another in a rapid and easy manner.

2) How social media impacts client’s decision

Authors : pricewaterhouse coopers
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 . Marketers could consider that social
media does influence buying behavior . According to the recommendations on
 purchases, 59% of all respondents were using Facebook as their social media tool
when they received a product recommendation. Thirty seven percent of all users
were using Twitter. From these results, social media has influenced their buying
behavior (Sachin Gupta and Chahat Chopra 2020). A study in 2017 asked digital
buyers about how they make purchase decisions online. Nearly half reported that
reviews, comments, and feedback on social media impacted their shopping
choices.

3) About studying online reviews

Authors : zhang and mao
This paper build on product reviews from 30 product categories retrieved from
Amazon.com. Product categories are classified by use of natural language analysis
tools with computing of subjectivity scores reflecting a search/experience product
dimension. Results show a distinct effect of self-selection where the average review
score gradually decreases. For most products, no undershooting period was
observed, even though a limited number of products groups had this development
pattern. Review length, verified purchase and use of real names contributed to
increasing helpfulness ratings. The results further suggest search products to be
more influenced by review length than experience products.According to Digital
Marketing has allowed individuals to make their personal thought accessible to
other community of Internet users. Members of a certain community can, without
any cost, submit their opinions regarding a certain product, topic or community
and these online reviews have a significant effect on customers’ purchase
intentions

4) About consumer loyalty

Authors : dellarocas

It explained that online mechanisms can nowadays change people’s behaviour in important
ways. In difference to a decade ago, when people would base their decisions on
advertisements or other advice from professionals, now they increasingly rely on reviews
or opinions posted on online systems. Each client collaboration on your business’ internet
based life accounts is a chance to openly exhibit your empathy for your clients. Regardless
of whether an individual has an inquiry or a grumbling, web based life permits you to
address the issue utilizing relational discourse. A brand gave to consumer loyalty that sets
aside the effort to create individual messages will intrinsically be seen in a positive light,
regardless of whether reacting to a client protest.

5) About Consumer generated media

Authors: Krishnamurthy & Dou
Consumer generated media encompasses opinions, experiences, advice and
commentary about products, brands, companies and services-usually informed by
personal experience-that exist in consumer-created postings on Internet discussion
boards, forums, Usenet newsgroups and blogs. CGM can include text, images, photos,
videos, podcasts and other forms of media .Consumer motives for engaging in
social media provide insights into consumers’ activities. Consumers have three
main gratifications or motives for using the
Internet as a medium, namely, information, entertainment, and social aspects The
motivation is in two main groups: rational motives, such as knowledge-sharing and
advocacy, and emotional motives, such as social connection and self-expression ,

6) Advertising influencer on consumers

Authors : simpler and D varamontri
Purchasers' exercises in internet based life have been discovered dependent on
buyers' lead on the web. These days shoppers are utilizing Internet as their
apparatuses to accomplish their inspirations. Their inspiration could be associated
with their old companions, business, or surveys to help their dynamic. Audits via
web-based networking media become recycled assets to bolster purchaser's
dynamic since they need they need an incentive from their dollar. Surveys on web
based life influence to costly things, yet in addition modest things also. Individuals
can see the surveys on beautifiers, books, vehicles, lodgings, or even nail shines.
Those surveys can rouse buys or on the other hand bolster shoppers dynamic by
make it increasingly sensible to spend the cash on it. Social media does not only
effect consumers’ decision making on products or services, but also it helps in other
fields of studies or careers such as political or juror impartiality and fair trials too. In
context of justice system, the easily accessible nature of the Internet has results in
jurors having the ability to consult an online social media source in order to aid
their decision-making and deliberations .

7) Study about airport quality service experience

Authors : Fodness, & Murray
 The purpose of this paper is to contribute to the development of a conceptual model
of service quality in airports by conducting an empirical investigation into
passengers' expectations for this service industry. Design/methodology/approach
The paper is a qualitative exploration of the airport experience from the passengers'
perspective was combined with a review of relevant literature to identify variables,
to clarify basic concepts and to generate a conceptual model of airport service
quality expectations. The paper's quantitative research was used to develop a self-
report scale to measure passenger expectations of airport service quality, to test
dimensionality and to evaluate scale reliability and validity. Findings Qualitative and
quantitative research on nearly 1,000 airport users provided results suggesting that
passengers' expectations of airport service quality is a multidimensional,
hierarchical construct that includes three key dimensions: function, interaction and
diversion.Online life is one of the most cost-effective computerized showcasing
strategies used to coordinate substance and increment your business' permeability.
Executing a web based life procedure will significantly expand your image
acknowledgment since you will be drawing in with a wide crowd of purchasers.
Since people can’t try travel-related products and services before they consume
them, dynamic processes with various amounts and types of information sources
have been used .

8) Traveler’s use of social media

Authors : Ulrike Gretzel and Kyung-Hyan Yoo

Many studies have found that many travellers used social media as a guideline for
their trip. Reviews of places, hotels, transportation, food, or restaurants could have
large effects on traveller’s decisions. Travel organizations and businesses have used
social media as a communication tool for their audience by posting travel
information; uploading photos, warnings, advice, or sharing personal traveller
reviews. Those things can influence trip's decisions and even create future trip
destination impressions. Fifty-eight percent of U.S. online travel used ratings for
their travel information: 49% of them checked reviews and recommendations: 18%
used photos and friends’ social network sites: 12% read blogs: and 5%watched
videos.

9) Social influence affecting consumer behavior

Authors : Speir, and Morris
 The purpose of this study is to investigate empirically the role of consumer
perceived risks in the adoption of mobile health services. A theoretical model
including the perceived risk associated with the activity targeted by a mobile health
service and the perceived risk associated with the mobile service itself was
developed and tested empirically in the context of an application supporting
smoking cessation. The model was validated in a cross-sectional experiment
conducted with 422 consumers in the UK and Canada. Findings show that while risk
triggered by the nature of a health promotion activity is a strong driver of the
adoption of the supporting mobile health service, risk related to the actual
application targeting that activity is a comparatively weaker obstacle. showed the
theory of social influence affected person’s decision-making. People participating in
social media activities are usually in communities and appear to be socially
influenced by the community group members. Social influence is defined as the
degree to which a person believes that person to perform a particular behaviour
The utilization of online life in movement arranging impacted expanding real
travel experience offering conduct and the experience to web based life likewise
emphatically identified with real travel-experience sharing via web-based
networking media. These outcome detailed that with expanded apparent delight,
the utilization of internet based life increment as a source

10) About web based social networking

Author :Riegner
explained that everyday customers are increasing their role in the commercial
marketplace, while using internet as a tool for interpersonal communication and
commercial implications. Accordingly explained that internet is part of the everyday
lives of world population affecting a new form of communication through social
networking sites. Internet offers opportunities for receiving pre and post-purchase
information. Its main advantage is the amount of information available and freedom
from physical contact (Jepsen, 2007). According to the availability of internet has
provided individuals with the opportunity to use social networks, such as Twitter
and Facebook, to interact without the need for physical meetings. Through social
networks, companies can increase brand awareness, positive word-of-mouth, sales,
and generate greater support. According to these social media platforms have
enabled a two-way flow of information that allow companies to influence the
purchasing decision of targeted groups. With expanded permeability, your business
acquires open doors for change. Each blog entry, picture, video, or remark may
lead watchers to your organization's site and increment traffic. Web-based social
 networking advertising permits your business to give a positive impression through
an adaptation factor.

11) Impact of advertisements

Authors : Alsubagh
According to customers are constantly exposed to these different advertisements
that try to catch individuals’ attention. Kumar (2004-2005) explained that search
tools are now used to look up pre-purchase producinformation, such as price, style,
reviews etc. Internet tends to be the primary source of information for most
customeron regular basis and social networks allow customers to evaluate products,
make recommendations and make status updates. These customers can easily share
their ideas, opinions and experiences while connecting with other online peers .
Online life is a systems administration and correspondence stage. Making a voice for
your organization through these stages is significant in acculturating your
organization. Clients value realizing that when they post remarks on your pages,
they will get a customized reaction instead of a robotized message. Having the
option to recognize each remark shows that you are mindful of your guests' needs
and mean to give the best understanding

12)Importance of social media

Authors : Mukhaini

This research is concentrated on understanding the effect that social media on

customer behaviour. Given the latest trends where internet tends to be the initial
and primary source of information, companies constantly focus on improving their
presence online. Social networking is that the evolution of selling from the normal
concept to relationship marketing. Understanding how social media affect
customer’s research and final decision to buy is of great importance for companies
in order to create competitive advantage. studied on impact of using social media on
consumer buying behaviour. With the target to know which sort of products mostly
purchased using social media that Are mostly employed by consumers in Oman. The
study shows that Instagram is that The best suited social media site for the Omani
consumers to shop for their preferred Product (fashion) online.

13)Consumer cognitive process

Authors : Voramontri&Klieb
In this paper, a study is made of the consumer behavior decision process, Consumers
today are progressively utilizing technology and particularly Social Media as an
effective tool in their online shopping process. Social media puts consumer back to
the center of the business world and provides marketers a new set of tools and
techniques to interact with consumer and to integrate them into the brands through
innovative manner. Therefore, these media become a crucial media to introduce and
market product and conjointly to try to surveys. The study examines the direct or
indirect influence of social media on trust and intension of the consumer buying
behavior clears concerning the impact of social media on client behaviour And states
that social media users found higher cognitive process to be easier and enjoyed the
Method additional, compared to those that used alternative info sources, i.e., T.V.,
Radio, Newspapers etc. Social media has enabled marketers to access and monitor
client opinions on A continuous instant basis by listening- in and collaborating in on-
line conversations.

14)Relationship between social media and consumer purchase

Authors : Putter
This paper examines the causal relationship between social media and consumer
purchasing behaviour in the mobile telephony industry in Zimbabwe. The study was
driven by a strong desire to convert social media usage into desirable purchase
behaviour. Social media was examined using four variables namely, firm generated
communication, user created communication, word of mouth and social media
platform. The study results indicate that social media is a significant driver of
consumer purchase intention. Consumer purchase behaviour is mainly driven by
social media word of mouth, whilst firm generated content was found to be inversely
related to purchase intention. User generated social media communication resulted
in a moderately weak association with purchase behaviour, whilst an insignificant
association was obtained between social media platform and consumer purchase
intention. The results imply that social media is an effective tool but needs to be
adapted so as to minimize generating content which distorts desirable consumer
behaviour. The researchers therefore recommend a cautious social media campaign
which generates more desirable viral content. concludes that Associate in Nursing
rising focus of marketers is on the Utilization of user generated content that’s
created by shoppers in response to specific brands And influences the perception of
alternative shoppers. Factors that influence whole perception And intention to shop
for embody things like views of others announce, incontestable in social Media
posts.
 15) About segmentation
Authors : park and june
Later, consumers are taking part in a major role on the marketplace section. Simply,
they will Be defined as actors on the marketplace section or people UN agency
purchase or consume Product and services either on-line or offline. One amongst the
variables that are reportable as Vital variables influencing customers is
demographic variables. For instance, the amount of Male and feminine users has
dramatically accumulated throughout the year 2002 In term of on-line
segmentation, there is a small distinction. This can be as a Result of there is 2 main
on-line segments we are able to check with that are “Online Insiders” And “Social
Clickers”

16) social media a source of shopping

Authors : Levin

Online Insiders area unit terribly active users on web and extremely potent internet buyers
in Victimizationdifferent Social Media to shop for and sell (Pookulangara and Koesler,
2011).Usually, consumers’choices area unit influenced heavily by on-line brands and
customers Will influence one another. This kindof event typically affects the repurchases
method as a Result. Therefore, customer’s area unit progressively turning to Social Media
so as to urge Additional info on that to base their choices (RAMSUNDER, NOVEMBER,
2011). For Example, it will be noticed that the majority of the netshoppers tend to be
younger, wealthier, Higher educated, additional pc literate and additional doubtless tospend
time on web, and Search on-line (Levin et al., 2005)

17) influencing the online consumer's behavior: The Web experience

Authors : constantinides

Addresses one of the fundamental issues of e-marketing: how to attract and win over the
consumer in the highly competitive Internet marketplace. Analyses the factors affecting the
online consumer's behavior and examines how e-marketers can influence the outcome of
the virtual interaction and buying process by focusing their marketing efforts on elements
shaping the customer's virtual experience, the Web experience.The necessary parts of
visiting websites area unit to assist shoppers to speak with different Users in order to
accomplish their functions. Interaction with different users will have an Effect on
consumers by several factors which play an essential role in enabling shoppers to Possess
clear ideas regarding unknown merchandise Victimization SM becomes one amongst the
wants lately that affects shoppers by many factors. These Factors may be classified as, style
Factors, info Factors, Product Factors, Psychological

Factors, and Cultural Factors

1. Info Factors: shoppers are going to be willing to shop for on-line if form of
merchandise and Information area unit provided sufficiently. Also, offers, warranties
and guarantees that area Unit provided at the side of merchandise can encourage
shoppers to buy on-line
2. Style Factors: typically shopper’s area unit plagued by the planning characteristics of
an Online page. If the web site is handy and often updated, shoppers are going to be
additional Drawn to buy online. Additionally, the method of planning is plagued by
elaborate info Provided about many merchandise and also the show of sites’ themes
(e.g., colours, icons, Links, images…)

3. Psychological Factors: these factors have an effect on consumers’ angle towards on-
line Shopping for. For instance, if shoppers build a trust on a web site, they’ll be
willing to shop For on-line comfortably and scale back uncertainty towards a
product. Moreover, shoppers Could also be influenced by their friends and relatives
WHO have an effect on their attitudes To use SM.

18) Benefits received from social media

Authors : Gulzar & Maqbool

discuss the benefits that they will obtain from successful social Media marketing. They
discovered that social media marketing is all about producing high-Quality, consumer-
relevant content that is more focused on building relationships between Consumers and
businesses. Consumers have benefited greatly from the accessibility and Transparency of
relevant information provided by social media marketing. Consumer attitudes And
purchasing intentions are influenced by social media. Social media marketing is the new
way to connect with the customers. Because of the popularity of social media marketing
companies are focusing in this area confidently to obtain their various objectives. The
social media marketing has a positive impact on the consumers buying decisions and also
aware about brands
19) Stages in buying process

Authors : chitranshi verma

This paper attempts to analyze and study how the social media has taken over other
marketing platforms and how has it changed the behavior of the consumers with reference
to Indian markets. Social media marketing is a process of gaining traffic and attention
through social media sites. Also an attempt is made to discover what activities consumers
engage in social media and what motivates them to participate in social media activities
and what challenges are emerging for marketers in Indian context. She looked at how social
media affects consumer behaviour in India. She comes to the conclusion that customers
want brands to look out for them and society as a Whole. Customers appreciate it when
businesses respond directly to them, and social media Makes this possible.Customers
nowadays depend heavily on social media networks for Customer service and support, so
businesses can make themselves visible in the digital media To provide this assistance.

20) About the final purchase decision of consumers

Authors : Nolcheska

The goal of this paper is to research empirically the role of social media in consumers'
decision-making processes. A quantitative survey investigates up to what degree
experiences are altered by the use of social media. Customer sentiments on items and
administrations are currently progressively overwhelmed by outsiders in advanced spaces,
which thusly impact conclusions in the disconnected space. Web-based social networking
has engaged purchasers, as advertisers have no control over the substance, timing, or
recurrence of online discussions among shoppers. Results show that social media usage
influences consumer satisfaction in the stages of information search and alternative
evaluation, with satisfaction getting amplified as the consumer moves along the process
towards the final purchase decision and post-purchase evaluation.According to Kumar
(2004-2005), search engines are being used to look up pre-purchase Product information
such as price, style, and reviews. Most consumers use the internet as Their main source of
information on a regular basis, and social media platforms enable them To rate goods, make
suggestions, and update their status.Customers should easily share their Thoughts, views,
and experiences when interacting with other online peers

21) An Empirical Investigation of Online Consumer Purchasing Behavior

Authors : ManjuAhuja

This article is focused on examining the factors and relationships that influence the
browsing and buying behavior of individuals when they shop online. Specifically, we
are interested in individual buyers using business-to-consumer sites. We are also inter-
ested in examining shopping preferences based on various demographic categories
that might exhibit distinct purchasing attitudes and behaviors for certain categories
of products and services. We examine these behaviors in the context of both products
and services. the research was carried on consumers using business-to-consumer Sites,
with the goal of determining the factors that impact customers’ purchasing and Browsing
behaviour during online purchases. The researchers also looked into the purchasing Habits
of people with various demographic profiles, which may uncover distinct purchasing
Strategies and consumer behaviours for a particular category of goods and services.
Customers’ buying behaviour is influenced by social media to the greatest extent possible.

22) The Relationship of Social Media with Fashion Consciousness and Consumer
Buying Behavior
Authors : Gul and Muhammad Shafiq

The purpose of this study is to have a better understanding of how social media has had
an impact on fashion consciousness of the consumer including characteristics and
influencing factors of change in fashion trends. It proves to be a helpful source for
understanding the importance of social media and marketing strategies put in use on it .It
also emphasizes on the importance of the trend that has emerged with its boom. It helped
a great deal to understand the changing fashion consciousness of the consumer and how
readily people adopt a change that goes viral. It particularly focuses on how social media
has come to impact the fashion trends and consumer mindfulness about a fashion trend. et
al., (2004) the researchers focused their investigation on the link Between social media and
customer purchasing behaviour. Students from Karachi’s academic Institutes took part in
the research. The students completed around 260 questionnaires. According to the
findings, there is no robust link between customer purchasing behaviour and Social Media.

23) consumer behavior towards online tyre research

Authors : Ramsunder

The social phenomena investigated in the research study that follows are the elements of
consumer’s purchasing behaviour in online environments and the influence of social media
marketing in the consumer’s purchase decision. The main problem which this study aims to
address is South African consumer’s attitudes toward online tyre research; more
specifically the impact of social media marketing as a research tool during the consumer’s
decision making process when purchasing tyres According to their research, online brands
have a significant impact on Shopper decisions. Consumers’ opinions would have an impact
on each other. Repurchases Are influenced by other people’s opinions. As a result,
customers are turning to the Internet For more information before making a purchase.

24)youth buyer behavior in Jaipur

Authors : GeetanjaliNaidu
This research paper is an attempt to analysis the Youth buyer behavior for apparels in Jaipur
city. Youth is conceivably the most complicated demographic group to communicate with.
Not only they have a short attention span, they are also subtle in media consumption,
indecisive in brand preference, and simply challenging to engage and entertain. Marketers
spend millions in marketing research every year trying to predict, or anticipate, changing youth
behaviors. It tries to understand the behavior of youth that whether their buying decision are
really affected by the social media promotions done by the companies. This will help the
companies to know about social media promotions trend in Jaipur. In their research, examine
the impact of social media on Customer buying behaviour in Raipur. According to the poll
results, 75% of Indian youth use The internet to share their thoughts, opinions, and
comments on a variety of Websites. According to the findings, consumers use social media
extensively to gather Product information.

25) purchasing influenced by various attributes

Authors : NimaBarhemmati

In purchasing a product or service, customers are influenced by various aspects, such as attributes,
variations, price, quality, and service provided by the company. According to it they found that
engaged customers show better purchase behavior of a product from a certain company or brand.
Therefore, when customers are engaged and have an attachment to a brand, they will develop high
involvement and belongingness towards the brand and the firm and this will be implemented in their
purchase decision towards the product or service According to their research, social network
marketing is Becoming the most efficient advertisement model. The aim of this research is
to see how Social Network Marketing affects shopper buying behaviour among social
networking site Users.The research also looks at the connections between customer
engagement, social media Selling activities, and shopper purchasing behaviour. A poll of
fifty Malaysian National University students was completed. The findings revealed a link
between social media Engagement and consumer purchasing patterns.

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