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Effect of Social Media on Consumer Purchasing Behavior

Elhadi Baby

American Military University

DEFM200 Assignment 2

Professor Oscar Solano

26 December 2021

Social Media Platforms Influence Consumer Purchasing Behavior

Introduction

Social media has become an excellent avenue for retailers to extend their marketing campaigns and influence consumer buying behaviors for a broad range of products in today's technology-driven world. Social media provides an effective and reliable communication channel where retailers and buyers do not have to meet physically to influence customer buying decisions (Voramontri & Klieb, 2019). Social media platforms, including Facebook, Instagram, Twitter, My Space, and Linkedln, have enabled consumers to connect with others and sellers through information sharing, thoughts, and opinions about particular agricultural products. Consumers are on social media networks than ever before, looking for products recommendations and reviews to make buying decisions. Consumers require awareness about different products, which is readily provided through constant dialogue between the seller and the buyer. The informative and attractive content about particular products can glue consumers to the product and influence purchasing decisions.

Topic Definition

Social media involves an internet-grounded technology that allows disseminating information content via virtual communities and networks. It is computer-grounded and offers users quick communication electronically, including videos, personal information, photos, and documents. Social media platform refers to distributing information or content through the internet to a given group of followers. Social media platforms include Facebook, Instagram, Twitter, My Space, and Linkedln. Consumer purchasing behavior can be defined as actions taken by a consumer before purchasing a service or product. Social media platforms affect the extent to which consumers feel a connection with a particular product or service, therefore affecting their behavior to buy.

Topic Explanation

Social media has provided various online activities for agricultural produce consumers, including chatting, blogging, messaging, and even gaming. Such activities offer practical approaches for the potential client to gather advice and details about particular farm products (Alnsour et al., 2018). Social media platforms have changed the manner of sharing interests and information and communication ways. Due to the rapid growth of social media platforms, product marketers have found a new channel for contacting their clients. Although marketers are spending heavily on social media platforms, it is hard to measure the real return on investment. There is inadequate research elaborating the exact role of social media on consumers' different phases of purchasing decision-making procedures. The topic aims at studying how social media influences consumer buying behavior.

Defending Position of the Topic

Having a prominent presence on social media as a seller has become essential in today's world of technological advancement. Social media hold significant power to influence possible consumer behavior from the beginning to the buying stage and even beyond. The informative and attractive content about particular products glues consumers to the development and influences purchasing decisions. According to Pütter (2017), sharing pictures, testimonials, case studies, and comments of happy clients about a particular commodity boosts the products' trust, therefore influencing more people to buy the product. Voramontri & Klieb (2019) reveal that recommendations and opinions about a particular product can significantly influence buying habits, even when the idea comes from a stranger on social media.

Conclusion

Social media is utilized for sharing and passing products' information among the users through comments and recommendations, which create valuable information sources for making a purchasing decision among the online users. The platforms provide an avenue to receive other people's views on particular products, eventually influencing consumers' attitudes towards a specific product. People are likely to purchase a specific product after getting a recommendation from people they trust. Positive influence encourages the customer to buy the product in question. Social media affects consumers purchasing behavior differently; therefore, the research problem focuses on the insufficient information regarding the impact of social media on consumer purchasing habits.

References

Alnsour, M., Ghannam, M., Al-Natour, R., & Alzeidat, Y. (2018). Social media effect on purchase intention: Jordanian airline industry. Journal of Internet Banking and Commerce, 23(2), 1-16.

Pütter, M. (2017). The impact of social media on consumer buying intention. Marketing, 3(1), 7-13.

Voramontri, D., & Klieb, L. (2019). Impact of social media on consumer behaviour. International Journal of Information and Decision Sciences, 11(3), 209-233.

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