How Social Media influences your shopping behaviour.
Bopha Soun – S3240240
David James Cooper – S3237119
Hiu Ying Man – S3320346
Course: Buyer Behaviour
Course ID: MKTG- 1050
Tutor Name: Brian McCauley
At the present time social media is the one of the most powerful ways to shop and advertise online via the use of web-based and mobile technologies; it transforms online communication into an interactive dialogue. Quester, Pettigrew and Hawkins (2011) defined social media as “media for social interaction, using highly accessible and scalable communication techniques.” According to Vithoulkas, social media is more than just the hardware or software which enables it, instead he argues that it is more of a philosophy of communication where honest and transparency is required and information is shared and has the potential to “spread virally very quickly”. For the consumer, social media can be a continual bombardment of advertising and promotion every time we use communication modes, such as the internet or mobile, which may be infuriating for the consumer but increases the market exposure for the seller. This report intends to analyse the effectiveness of social media in influencing the general population to purchase more than presently before.
When large companies, such as Pepsi, invest 50% of their annual advertising budget into Social Media it is obviously a worthy idea for the discussion of marketing professionals worldwide. The buyer behaviour system has been challenged in ranges of high involvement and low involvement alike. Consumer control is now the focus of consumption, when before it was heavily regulated institutionally. Although social media is an inescapable part of every day life it cannot be assumed that it will replace other forms of communication.
A great number of people of all ages use social networking sites before purchasing a product, especially in high involvement purchases. Seidma (2010, p11) has demonstrated that the large majority of people are engaged in some form of social media, showing its considerable societal acceptance; Marketing magazine online tells us that “Facebook has more than 400 million active users. Every minute, 24 hours of video is uploaded to YouTube. An estimated 5–10 thousand Twitter accounts are opened per day,” showing that when information is directly found by a population 20 times that of Australia there is serious product awareness to gain
. Quester et al. (2011) stated that there are fives stages of decisions making processes prior to making the choice in buying a product or service. These include problem recognition, information search, evaluation and selection, store choice and purchase and post purchase processes. When consumers’ recognise a need or identify a problem which may exist, they then undertake an information search on the product or service with their behaviour influenced by internal and external factors, Consumers evaluate the various alternatives after they have gathered all information, and afterwards they make a selection of retail outlets for the actual purchase of the good or service. Lastly, the consumer compares the product performance against their expectations and decide whether they satisfied or dissatisfied with it. In last few decades, traditional media such as television, radio, newspaper has been the only way to promote and communicate with the target market, but now it appears that the trend has changed. As seen in diagram one (below) consumer control is now the driver in the marketing segment.
As seen in chart one (below), it can be seen that on average people spend more time when choosing and product and general...