Social Media Marketing Impact on Consumer Behavior

In recent times, the term societal media has emerged as a catchall look ( Zarrella, 108 ) . It is a new signifier of selling that concentrates on opening new skylines for sellers in order to advance a merchandise or service. It differs from the conventional media as it chiefly emphasizes on consumer generated content regulations ( Zarrella, 109 ) . It incorporates the usage of broad runing applications that are based on Internet, which are based on the Web 2.0 engineering. Consumer behaviour is an of import facet of selling as it assists sellers to invent strong and robust selling schemes and techniques. For case, organisations launch new merchandises or services, which are by and large bought by few clients in the initial stage and bit by bit, there is an addition in the users.

It is indispensable for an organisation to invent a strong and robust selling scheme that would guarantee commercial success. The satisfaction of initial consumers is dependent on the selling scheme as their satisfaction and contentment would do an impact on the subsequent trade name picks of the consumers. ( Kim, Fiore, and Lee, 96 ) Today, organisations are using societal media technique in order to alter consumers behavior and to win their trueness. The purpose of this paper is to analyze the impact of societal media marketing on consumer behaviour in the visible radiations of wide and diverse academic resources ( Kim, Fiore, and Lee, 97 ) .

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Social media selling is the signifier of selling which consists of cyberspace based applications such as societal networking sites, podcasts, web logs, microblogs, etc and have become portion of the selling scheme in order to advance a merchandise or service, better efficiency of the organisation and to achieve new clients. From research, it is apparent that societal media selling has been adopted by different organisation in order to aim wider audience and to act upon consumer behaviour ( Zarrella, 115 ) .

In the new epoch of selling, organizations no longer depend on traditional signifiers of selling in order to interact with the consumers. Similarly, consumers have power the rise their voices and sentiments. The modern-day consumer can voice his or her sentiment in a louder and clear mode as he or she has entree to Twitter, Facebook, web logs, web sites, microblogs, YouTube, etc. hence, it has become necessary for companies to use societal media selling in order to alter the manner they conduct their concern. Social media selling plays an of import and important function in altering the purchasing behaviour of the consumers. A survey conducted by Kim, Fiore, and Lee, concentrated on analyzing the importance of societal media selling and its impact on consumer behaviour ( Kim, Fiore, and Lee, 99 ) . The research demonstrated that more than 50 per centum companies in the United States have adopted societal media selling in order to aim new markets and to win new clients. The same research revealed that more than 70 per centum of the users used societal media in one signifier or another and it gave them the power and control to make things their manner ( Kim, Fiore, and Lee, 101 ) .

Study conducted by Chiang and Dholakia, concentrated on analyzing consumer behaviour and societal media selling ( Chiang and Dholakia, 177 ) . For this intent, three hundred participants were interviewed. Eighty per centum of the users agreed that societal media made an impact on their purchase determination. The same survey revealed that users of societal media are most likely to swear societal media more every bit compared to traditional signifier of merchandise advertizement and publicity ( Chiang and Dholakia, 179 ) . This clearly demonstrates that societal media selling plays an of import function in act uponing the purchase determinations of the users and hence, it is of import the company employs a strong and robust societal media marketing scheme in order to win the truenesss of the new clients.

Koufaris, Kambil, and Labarbera conducted a survey, in which two hundred sellers were surveyed. Sixty per centum of the sellers had employed societal media selling in order mark and win new clients ( Koufaris, Kambil, and Labarbera, 115 ) . Their survey demonstrated that the connexion between societal media selling and consumer behaviour is straight relative ( Koufaris, Kambil, and Labarbera, 120 ) . A strong, good planned and good structured societal media marketing scheme to advance a peculiar merchandise or service is most likely to win the attending of the consumer. Social media selling alterations and influences the purchasing behaviour of the consumer. The same survey demonstrated that the opportunities of urging a trade name or merchandise by agencies of societal media selling is higher as compared to traditional signifiers of selling ( Koufaris, Kambil, and Labarbera, 125 ) . The survey demonstrated that more than 60 per centum of Facebook fans show the possibility of urging the trade name they use and more than 50 per centum of the fans are most likely to purchase the merchandise.


Social media selling is the modern-day manner of selling as it concentrates on opening new skylines for sellers in order to advance a merchandise or service as compared to conventional media. In recent times, consumer behaviour and satisfaction has become an of import plus for any organisation to achieve its place in the market and to increase its profitableness. For this intent, organisations are using societal media technique. From research, it is apparent that companies are using societal media selling in order to interact with the consumers. Social media selling has given organisations a new manner of covering and altering the purchasing behaviour of the consumers.

Work Cited

Zarrella, Dan. The Social Media Marketing Book. O’Reilly Media, November 2009.

Kim, Jihyun, Ann M. Fiore, and Hyun-Hwa Lee. “ Influences of on-line shop perceptual experience, shopping enjoyment, and shopping engagement on consumer backing behaviour towards an on-line retail merchant. ” Journal of Retailing and Consumer Services 14 ( March 2007 ) : 95-107.

Chiang, Kuan-Pin and Ruby R. Dholakia. “ Factors Driving Consumer Intention to Shop Online: An Empirical Probe. ” Journal of Consumer Psychology 13 ( 2003 ) : 177-183.

Koufaris, Marios, Ajit Kambil, and Priscilla A. Labarbera. “ Consumer Behavior

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