Social Media Influence Presentation MKT 435 Carlos Calderon
Consumer Behavior and Social Media Influence
Carlos Calderón
MKT/435
September 1st, 2014
Amber Topping
Table of contents
Consumer Behavior Overview
Social Media & WOM purchase influence
Example of Social Media influence
Consumer Behavior Overview
Consumer Behavior defined as a process:
Consume
rs
Select
Purchase
Products
Services
Experienc
es
Ideas
Use
Dispose
Consumer Behavior Overview
Consumer Classification
Segmentation helps identify target consumers. Marketers classify consumers by demographics and psychographics.
Demographics
•
•
•
•
•
Age
Gender
Income
Education
Occupation
Psychographics
•
•
•
•
•
Lifestyle
Personal Values
Leisure activities
Politics
Religion
Consumer Behavior Overview
Consumer Motives
People purchase products for different motives and to satisfy different types of needs.
Psychogenic
Needs
Biogenic
Needs
Utilitarian
Motives
Hedonic
Motives
Social Media Purchase Influence
Social Media and Word of Mouth
WOM is essential to marketers
“User to user” communication
Social Media as a marketing tool
Image retrieved from: gowomanafrica.com
Image retrieved from: odonovanonlinemarketing.com
Social Media Purchase Influence
Use of Social Media
4
52
Under age 22
Older than
22
37
59
Social media use in purchase recommendations and influence according to a study published in the Journal of Business & Economics (Forbes, 2013).
Facebook
Twitter
Other
Example of Social Media Influence
The NutriBullet Fad
The decision process prior to purchasing the NutriBullet included both word of mouth and social media influences.
1)
2)
3)
4)
Ongoing effort to live/eat healthy
TV Infomercial
Social Media buzz
Word Of Mouth
Image retrieved from: Amazon.com
Example of Social Media Influence
1) Ongoing effort to live healthy
The continuous endeavor to live a healthier lifestyle creates a need and want for products that will assist with these efforts.
Example of Social Media Influence
2) TV Infomercial
Television infomercial creates
Carlos Calderón
MKT/435
September 1st, 2014
Amber Topping
Table of contents
Consumer Behavior Overview
Social Media & WOM purchase influence
Example of Social Media influence
Consumer Behavior Overview
Consumer Behavior defined as a process:
Consume
rs
Select
Purchase
Products
Services
Experienc
es
Ideas
Use
Dispose
Consumer Behavior Overview
Consumer Classification
Segmentation helps identify target consumers. Marketers classify consumers by demographics and psychographics.
Demographics
•
•
•
•
•
Age
Gender
Income
Education
Occupation
Psychographics
•
•
•
•
•
Lifestyle
Personal Values
Leisure activities
Politics
Religion
Consumer Behavior Overview
Consumer Motives
People purchase products for different motives and to satisfy different types of needs.
Psychogenic
Needs
Biogenic
Needs
Utilitarian
Motives
Hedonic
Motives
Social Media Purchase Influence
Social Media and Word of Mouth
WOM is essential to marketers
“User to user” communication
Social Media as a marketing tool
Image retrieved from: gowomanafrica.com
Image retrieved from: odonovanonlinemarketing.com
Social Media Purchase Influence
Use of Social Media
4
52
Under age 22
Older than
22
37
59
Social media use in purchase recommendations and influence according to a study published in the Journal of Business & Economics (Forbes, 2013).
Other
Example of Social Media Influence
The NutriBullet Fad
The decision process prior to purchasing the NutriBullet included both word of mouth and social media influences.
1)
2)
3)
4)
Ongoing effort to live/eat healthy
TV Infomercial
Social Media buzz
Word Of Mouth
Image retrieved from: Amazon.com
Example of Social Media Influence
1) Ongoing effort to live healthy
The continuous endeavor to live a healthier lifestyle creates a need and want for products that will assist with these efforts.
Example of Social Media Influence
2) TV Infomercial
Television infomercial creates
References: Solomon, M.R. (2013). Consumer behavior (10th ed.). Upper Saddle River, New Jersey: Prentice Hall. Forbes, L. P. (2013). Does social media influence consumer buying behavior? an investigation of recommendations and purchases. Journal of Business & Economics Research (Online), 11(2), 107. Retrieved from http://search.proquest.com/docview/1418706942?accountid=458