Social Media Influence On Consumer Behaviour

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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. As per the recommendations on purchases visible, 59% of all respondents were using Facebook as their social media tool when they received a product recommendation. Twitter with thirty seven percent using people. By such kind of results, social media has influenced their buying behaviour. The relationship between social media and consumer decision-making present that social media affects brand, advertising and intentions of purchasing by consumer. It will not necessarily affect consumer’s decision-making, but might affect somehow indirectly somewhere in mind (Taining, 2012).Social media can build brand attitudes that …show more content…

Since 1886, the company has had more than 46 advertising slogans with numerous marketing campaigns to go along with them.18 Campaigns have focused from sales of the product, moments in life in which Coke is present and quality of the product. The currently used tag line, “Open Happiness,” focuses on defining to find where happiness is. Expedition 206 set out on a journey to find out what makes people happy across the world. Since 1931, Santa Claus by coca cola has visited families every holiday season. He was joined by the Polar Bear in 1996 and the dynamic duo is synonymous with commercials around the winter holidays. Other marketing campaigns include a “Coca-Cola Day” celebration at the 2010 FIFA World Cup, Sprite introduced as Step - Off named campaign, Fanta organised as “Less_Serious”. Attracting and Entertaining Teens through Music and The Heart Truth Campaign.19 Coca-Cola has hit the ground running in terms of social media marketing campaigns. We can see how Coca-Cola is able to remain at the top of the list when it comes to digital marketing. These individuals voluntarily seek out Coca-Cola on various platforms and have become brand ambassadors for the company on a global scale. Currently the homepage has ‘buttons’ that link viewers to Coca-Cola’s profiles on social networking sites such as Flickr, Facebook,

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