Foreign Literature Technology discoveries lead people in many ways specially in social media. People have always been seeking ways to connect and communicate with each other to be socially active. This revolution had a big impact on traditional marketing approach. Consumers and marketers can now freely exchange information about the products and services offered. It makes the marketers, change their old method in marketing their product to achieve what are the new needs of customers. ( Ertemel&Ammoura, 2016) On the other hand, Social media as a platform of advertising, can also affect the consumers buying behavior. Consumer buying behavior is defined as decision making is the process by which search for, select, purchase, use, and dispose goods and services to satisfy require needs. Impact of social media advertising as paid social media marketing tool in consumer buying behavior regarding to the five steps need recognition model for companies.
Furthermore, one way that consumers will learn about a new products, is Advertising. With this, they may know what they want or need, because the more that the consumer is familiar to a product s the more choices they can make. Social media provide smart choices rather than poor choices or just many choices as no one wants to make a poor choice when it comes to purchasing (Evans,2008) According to Tuhnainen and Rossi (2012), Consumers get more use of internet to research and look for trending products and fashions before purchasing through and with the use of media. There are also Buying decisions that need to consider, such as “Need Recognition”, “Information Search”, “Buying Decisions”, “Post-purchase Evaluation”.
It is important to determine the role of social media advertising, regarding the consumers buying behavior. Also, Vellido et al. (1999) stated that the opinion of the consumers on online purchasing and online vendors seems to have underlying dimensions such as, ”control and convenience,” ”trust and security,” ”affordability,” ”ease of use and ”effort/responsiveness.” These dimensions were used as a segmentation base that distinguish seven segments which are: “unconvinced” ”security conscious,” ”undecided,” ”convinced,” ”complexity avoiders,” ”cost conscious,” and ”customer service wary.” In addition to the segmentation, Brengman et al. (2005) performed a cluster analysis based on seven factors, such as “Internet convenience”, “perceived self-inefficacy”, “Internet logistics”, “Internet distrust”, “Internet offer”, “Internet window-shopping”. Consumers used the online environment to critique a particular product and label them in equal measure and more.
Therefore most of the companies today have pages or accounts on social networks in which gives the needed information that held about products, the feedback of consumers about the product and tend to relate more to a company after reading various reviews. Informational society influences will affect the consumer decision processes and product evaluations. (Kozinets, 1999) Through the existence of social media to possible consumers they can have the power to influence other buyers through reviews of products or services they used. Consumers can also influenced company or brand’s presence on social networks, demographic variable (age, sex, disposable income etc.
). Social media has also influenced consumer behavior from post-purchase behavior such as discontent statements or manner about a product or a company. (Mangold and Faulds, 2009) A study of Deloitte Touche´ USA revealed that 62% of US consumers read online reviews created by consumers and 98% of them find these reviews reliable enough; 80% said that reading these reviews has affected consumers buying intentions (Industry statistics). (Pookulangaran, et al., 2011) Interactivity with target brand in social media is seen differently by consumers depending on the message they convey (Shin, 2008).
The expected risk of purchasing and how much money are willing to pay for a product also decides the possible consumers to think more about the quality and the utility of the product.( Ioanas, 2012) Previous research has pointed out that even a small amount of negative information from a few postings can have important impacts on consumer attitudes (Schlosser, 2005) The term “social influencers” has been coined to represent individuals who have a significant following on social media. With a large audience seeing these influencers’ posts each day, they’re often targeted by businesses to promote products. But regardless of whether the influencers’ posts are sponsored or not, their content has a large effect on purchasing decisions. Essentially, they contribute to the “bandwagon” effect. If an influencer shares a post on Instagram about her new jeans, raving about how comfortable and affordable they were, her followers are often interested in learning about those jeans. The stats can back it up: According to the PwC total retail survey 2016, 45% of global respondents said that reading reviews, comments, and feedback influences their shopping behavior. Social influencers are typically pretty well-versed on social media and will tag the store or brand of the products they use in their posts.
This makes it easier for followers to become familiar with the brand and influence a purchase. Reach out to influencers in your industry to see if they’d be willing to try your products and share their experience on social media. Find individuals who have a large following, but remember: the larger the following, the more requests from businesses they probably receive. Do your research to find influencers that attract followers that align with your target personas (Barker, 2017). Consumers used today’s technology specifically the social media to criticize a product or services that catch the interest.
Social media paved way for consumers to interact with the marketers. It influenced other consumer’s decision process and product evaluations through the reviews of the buyers had given. These reviews affect consumers buying decision whether this certain product will dissatisfy or pleased the more if it is worth the money. Consumer socialization theory predicts that the interaction between consumers has an effect on their cognitive, affective and behavioral attitudes base on Ward (1974). These possible consumers will think more about the quality and utility of the product because a small amount of negative feedback towards a brand in social media can affect the consumers behavior. The social media Influencers play a big role in affecting the buying process of the consumers, by tagging the brands on their posts, it will increase brand familiarity and will also make them more credible.
