Heidi Cohen (marketer for Citibank and The Economists) explains that it is quite difficult to define social media marketing since the social media environment continues its expansion and change. Social media marketing has numerous benefits such as: brand credibility, increase in sales, increased exposure, strong online presence which enhances the company’s reliability, reduced market costs, rapid access to consumer feedback and a strong business-client relationship. At the beginning, online social platforms targeted a young audience (teenagers and young people in their early and mid-twenties), but now they are attracting other demographic groups as well. As a consequence, the online environment is filled with career-based social networks,
Social media allows organisations to develop a personal relationship with the consumer (O’Mahony, 2009) and develop a better understand of the consumers needs and demands (Magnini, Honeycutt, & Hodge, 2003), which makes social media an important tool for managing the consumers’ experiences prior to, during and after their purchase (Cox, 2009). Buhalis and Law (2008) propose that identification of consumers needs and providing them with services in alignment with these needs is key to success. Furthermore Wang et al. (2002) identified four psychological needs of consumers on social media: identification, involvement, unity and relatedness. They also indicated that satisfaction and loyalty
They have to be creative and interact with consumers and potential consumers in order to stay ahead of competitors. These sites make it easier to get a target market through the analytic tools they have which is very beneficial and also it helps to gain brand loyalty. Companies have to engage with consumers and help if any issues may arise in a quick and effective manner through these sites and thus need quality people running and managing their social media sites. There will become a greater need for highly qualified employees in this area because social media is getting more and more popular, so if a business is not using it to their best advantage they will lose out to competitors who will be. Feedback from consumers is very helpful for a business to improve their service or product and can also even help for future ventures like creating a new product that there is a demand for.
When a consumer is engaged with the brand he has an impressive understanding of intricate brand values and will affiliate the product with that personality, also he would connect with the lifestyle and aspiration aims of the consumer resulting in strengthening the relationship and genuine connection between the consumer and the brand. Secondly, it helps in creating brand advocacy as experiential marketing focuses on increasing customer loyalty and strengthen brand relationships through personal recommendations that are the result of consumers’ sentiments and emotions that the brand experience supplemented value and associated with them through pertinent
Besides, it helps to build brand loyalty. Customers who are frequent and enthusiastic purchasers of a particular brand are likely to become brand loyal. Cultivating brand loyalty among customers is the ultimate reward for successful marketers since these customers are far less likely to be enticed to switch to other brands compared to non-loyal customers. It also enables an organization to command a price premium. A strong brand will help an organization to differentiate the price from the rest and encourage their customers to pay for the intangible benefits they get from associating themselves with a brand that makes them appear cool fashionable, or clever.
This active consumer behavior is changing the media and marketing landscape as consumers are invading companies' marketing sphere. Evans (2008) presented the classic purchase funnel model as an indicator of how social media has impacted on consumer decision making process in different stages. Park et al. (2009) found four motives for using social networking sites: socializing, entertainment, self-status seeking, and information. These gratifications are common motives for consumers' activities performed in social media.
Personal Factor Consumer behaviour deals with as to why and why not an individual purchases particular products and services. Personal Factors play an important role in affecting consumer buying behavior. Age of a person is one of the important personal factors influencing buyer behavior. People buy different products at their different stages of cycle. Moreover, life styles and buying considerations and decisions differ widely according to the nature of the occupation.
This type of online marketing is cost effective and less time consuming. Moreover, it encourages organisation to engage in the direct relationship with the customers, which assist in meeting their requirements more conveniently (Persaud & Azhar, 2012). In addition to this, brands have the tendency to influence the customer choice as customers are influenced by other consumers. This chain of events makes it significant for the organisation to implement effect online marketing strategies through the customer purchasing decision can be influenced positively (Vinerean, et al.,
There are a complex set of social and behavioral factors that affect food purchasing and consumption decisions and hence food choices. Social context such as social norms and culture strongly influence eating pattern. Social interactions, shared cultural expectations, environmental cues, and consumption stereotypes all affect our food choice. One of the important social factors is peer behavior. One’s food choice behavior might be influenced by the behavior of others in their social environment (descriptive norms) as well as their opinions regarding appropriate actions (injunctive norms).
Literature Review The influence of social media on buying behaviour can be on any products. Quality, brand advertising or price could affect consumer decision-making. In 2003, Western Kentucky University used a sample of 249 consumers ' purchases to analyze the type of product purchased, and the cost of item. The results of this research present that consumers are buying either expensive or inexpensive items, which are so based on recommendations from social media by their social media friends and contacts (Vespoli and Forbes, 2013). Marketers could consider that buying behaviour of customer is being affected by social media.