Page Text: by lv147
I can confidently say, that this savvy socialite, looks towards social media when buying a product. Online shops thrive on the reviews provided by their post-purchase consumers, as this feedback is of fundamental significance to the store and its future customers by providing the online seller with their authenticity.
I know it’s hard to imagine, but before the 1980’s (you know the time period where your parents permed their hair and thought fluro latex was a good idea) the Internet didn’t exist, so the most powerful marketing element was word-of-mouth. Nowadays, this concept is still very much alive, however our ideas are not spoken, but rather typed and referred to as ‘customer online reviews’.
Online businesses require positive feedback to gain a good reputation and positive image amongst their competitors. Some researchers allude to the importance of social media on the purchase behaviour of consumers, as a psychological connection and believe that the attachment individuals have to social media, can psychologically influence the decisions they make and their attitudes towards certain products and/or brands. Market research discovered that ‘85 percent of consumers say they will change their shopping behavior in response to social media content’.
For me, an individual apart of the ‘Online Shopping Anonymous’ program, I can wholeheartedly say, that the most important part of my buyer decision process, would have to be my information search. In particular this is of substantial importance regarding new products that I have never tried before. Such as recently when I read over 100 online reviews and over 20 YouTube customer reaction videos for Kylie Jenner’s new Lip Kit Set. My shopping behaviours can be supported by the market research where 64% of people use their phones to buy products online, whilst constantly searching for recommendations and reading through reviews from a range of different sources in order to make their final decision.
However, almost anyone, anywhere, can create an account for various social media platforms as well as sign up with online shops using a valid email address. This encourages the development of keyboard warriors and trolls; who thrive on drama and their ability to remain somewhat anonymous, which further influences their negative behaviour. On top of this, these accusations placed on the online shop, may also be a strategic marketing strategy by a strong competitor who wants their company to have a better image, by writing harmful, false reviews.
Therefore, I guess everything you read on the Internet must be true.
References
Chonko, L, Grisaffe, D & VanMeter, R, 2015, ‘Of “Likes” and “Pins”: The Effects of Consumers’ Attachment to Social Media’, Journal of Interactive Marketing, vol. 32, no.3, pp. 70-88.
Dessart, L, Veloutsou, C & Morgan-Thomas, A 2015, “Consumer engagement in online brand communities: a social media perspective”, Journal of Product & Brand Management, vol. 24, no. 1, pp.28 – 42.
Elmerraji, K 2015, ‘Top ways that social media influences consumer behavior’, blog post, TCA Push n Pull, 5 June, viewed 9 March 2016, http://tcapushnpull.com/social-media-2/top-ways-that-social-media-influences-consumer-behavior/
Ha, HY 2004, “Factors influencing consumer perceptions of brand trust online”, Journal of Product & Brand Management, vol. 13, no. 5, pp.329 – 342.
Porter, S 2012, ‘Taking Facebook Seriously: Turning Pastime into Revenue Strategy’, blog post, Mind Jumpers, 28 August, viewed 9 March 2016, http://www.mindjumpers.com/blog/2012/08/facebook-a-revenue-strategy/
Ray, L 2016, ‘ How Does Social Media Influence the Buying Behavior of Consumers?’, Demand Media, 3 February , viewed 8 March 2016, http://smallbusiness.chron.com/social-media-influence-buying-behavior-consumers-61504.html