A Study of Effect of Social Media on Buying Behavior of Customers with Respect to Online Branding & Brand Perception (original) (raw)

The Impact of New Media on Customer Relationships

Journal of Service Research, 2010

Recent years have witnessed the rise of new media channels such as Facebook, YouTube, Google, and Twitter, which enable customers to take a more active role as market players and reach (and be reached by) almost everyone anywhere and anytime. These new media threaten long established business models and corporate strategies, but also provide ample opportunities for growth through new adaptive strategies. This paper introduces a new ''pinball'' framework of new media's impact on relationships with customers and identifies key new media phenomena which companies should take into account when managing their relationships with customers in the new media universe. For each phenomenon, we identify challenges for researchers and managers which relate to (a) the understanding of consumer behavior, (b) the use of new media to successfully manage customer interactions, and (c) the effective measurement of customers' activities and outcomes.

The Impact of Consumer Interactions in Social Networking Sites on Brand Perception

Journal of Internet and e-Business Studies, 2015

Nowadays, measurement of the impact of the digital world on the traditional marketing mix is critical to the success of the marketing planning, especially in the communication effort. Digital evolution and especially social media have changed how consumers and marketers communicate. Peer communication through social media (SM), a new form of consumer socialization, has profound impacts on consumer decision making and thus marketing strategies (Vinerean, et al., 2013). Schultz and Peltier (2013) establish as future research directions the study of how social media is

Fundamental Power of Social Media Interactions for Building a Brand and Customer Relations

Journal of Theoretical and Applied Electronic Commerce Research

The spread of social networks and the high level of penetration of digital content and mobile devices have created a society in which consumers expect constant communication from companies. In addition, communication on social media is often accompanied by the hope of being able to interact on an equal footing. In this way, companies hope that the use of social networks will not only increase sales, but also increase attention, brand page traffic, and customer loyalty. The purpose of this study was to provide the grounds for identifying the correlations between the interactive potential of social media based on dialogue-oriented communication and the quality of relationships with online customers. To achieve this goal, an online questionnaire was used in which 604 respondents from Romania participated (204 social media managers and 400 online customers). The results of the study showed that it is particularly important for companies to understand the role of interactive communicatio...

How Social Media Changes Today's Marketing Strategies

International Journal of Innovative Research and Growth, 2020

In the past recent years, WhatsApp and WeChat have surprisingly fast growth. Facebook as well became the first social network to reach 1 billion active users every month. The presence of social media is an expectation for brands instead of an exception to the rule. Social events and shared information within your target market will help you understand developments in the industry. The opportunity to expose patterns in business in real-time is a potential business intelligence goldmine. The worldwide rate of social penetration reached 49% in 2020, with the highest penetration rates in East Asia and North America. Instagram enables users, through their standards of credibility, authenticity, and transparency, to develop themselves. Influencers from social media have a personal recognizable identity, also known as the "true brand" An influencer has tools and values that can motivate many other followers to increase their presence in the media. Even if these leads do not directly buy via social, awareness-raising can lead them to become full-time buyers. The overwhelming majority of users on Instagram are under the age of 30 according to recent Social Media demographics. Marketers face a dilemma: increased people want businesses to take a social stand, but 79% of CMOs fear that their capacity to attract consumers will be adversely affected. Businesses can mitigate negative emotions by providing positive information to popular social media users. Marketing managers will encourage consumers through tournaments and influencer programmers to engage in contact practices so customers can evangelize and encourage their loyalty to the organization through the creation and delivery of user-generated content.

Social Media and its Impact on Consumers Behavior

International Journal For Multidisciplinary Research, 2023

One of the most well-liked and often used mediums of communication nowadays is social media. Nowadays, social media is used by people all over the world to communicate with one another. Social media has been used by people in recent years to talk about their experiences. Experiences with a product or service are included here as well. Platform or service. Every day, thousands of people read these product reviews that social media users write, and they have started to have an impact on how people buy things. After discovering the benefits of this platform, businesses have begun to use it to market their goods and services. Today, a wide range of audiences are attracted by social media, which is utilised to sell goods and services in an efficient manner. Also, by using social media, users have the ability to sway other customers by posting evaluations of the goods or services they've utilised. Other psychological factors that affect consumers include: income, purchasing intent, corporate presentation, social media presence, demographic factors (age, sex, disposable income, etc.), workplace payment methods, shop types (physical or online), etc. on social media Introduction: We may communicate with one another, share material, and obtain information through social media, which is a kind of internet communication. The many social media platforms include social networking, forums, social bookmarking, and more. Social media, which includes platforms like Facebook, Instagram, LinkedIn, Wikipedia, Pinterest, Google Plus, and Twitter, is undeniably a big part of our lives today. Social media is frequently utilised by businesses to attract new clients, promote brands, raise awareness of their goods and services, and keep their current clientele. In this manner, social media marketing unquestionably reaps the benefits of social networking, boosting brand recognition, brand equity, and to improve the clientele reached. The study's objective is to ascertain how social media affects urban consumers' purchasing decisions. Customers are also impacted by other psychosocial factors, such as income, buy motive, corporate presentation, company or brand presence on social networks, demographic variable (age, sex, disposable income, etc.), workplace payment method, store type (online or physical), etc. In this essay, we examine how social networks affect internet consumers' choice to buy. A brief introduction to the selected subject is offered in the first section, which is followed by pertinent information on the literature study and the presentation of earlier specialist research. The study technique and data analysis are described in the second section.

Social Media, Consumer Behavior, and Service Marketing

Consumer Behavior and Marketing [Working Title]

This study examined the impact of social media platforms and brand awareness in relation to the consumer decision-making and buying behavior patterns influenced by social media. It also depicts how companies can effectively make use of social media platforms as marketing strategy tools in business performances. Social media platforms seem to be increasingly and effectively bringing brand awareness and influence consumers' purchase decision-making and later on realize repeat purchases that bring about customer loyalty. Social media also has some influence to both the consumer and the marketers and is becoming the most welcomed online selling point by the millennial. Marketers/producers have noticed the rise in social media consumers; however, most of the business entities have not yet utilized social media to its fullest in their marketing activities and business strategies and performances. The study highlights the benefits of using social media platforms and brand awareness strategies that can be utilized through the online social media systems and gives a contemporary research gap, in how frequent businesses are engaging with social media.

Constantinides E., 2014, Foundations of Social Media Marketing, 2nd International Congress on strategic Innovative Marketing, 13 – 17 September 2013, Prague, Czech Republic.

The Social Media have changed the power structures in the marketplace; evidence points to a major power migration taking place and to emergence of a new breed of powerful and sophisticated customer, difficult to influence, persuade and retain. The paper outlines the nature, effects and present status of the Social Media, underlying their role as customer empowerment agents. It explains their aptitude and possible roles as part of the corporate Marketing strategy and identifies different ways of engaging them as marketing tools. The paper proposes two possible Social Media marketing strategies: a. The passive approach focusing on utilizing the Social Media domain as source of customer voice and market intelligence. b. The active approach i.e. engaging the Social Media as direct marketing and PR channels, as channels of customer influence, as tools of personalizing products and last but not least develop them as platforms of co-operation and customer-generated innovation. Finally the paper identifies future research directions around this new element of the marketing landscape