Investigating The Impact Of Social Media †Myassignmenthelp.Com

Question: Discuss About The Investigating The Impact Of Social Media? Answer: Introducation Social media marketing is one of the recent topics that are discussed among researchers with great consideration. It is one of those platforms that connect businesses with the customers, suppliers, business colleagues and with dealers in digital manner. The informations shared can be in the form of pictures, messages, activities, promotions, etc. Managers in todays business use this tool to ascertain selling of products with brand recognition and perform its distribution with ease(Claywell, n.d.). The reason to implement social media marketing has arise so much that business without it cannot be developed and diversified in growth oriented way. There are many social networking sites that assist marketing like Google+, Facebook, Twitter, LinkedIn, etc. On the other hand customers who are connected with social Medias are more benefitted as they get to choose products from a wider market and with getting fair comparisons of it. Social Medias continues to evolve and develop which is why more customers are getting attached to it and to understand consumers behaviour is the major task of marketers(Popova, n.d.). This research paper will make a brief study about the influence that social media marketing has on customers while making an analysis of it with suitable examples. Field Of Research How the social media marketing influences consumer behaviour? is the topic for the critical literature review. As discussed by Amir and Fakete in their research paper, which is also an internal secondary source used, social network influences people through multifaceted interpersonal affects(Fakete, 2017). Advertisements through social networking provide an opportunity for customers to change their perceptions regarding products while creating a network of communiqu. The traditional model of marketing has changed to social media marketing as shown in the below figure. Social media helps consumers gain informations from their peers which makes challenging for the companies to substantiate huge investments. Figure: Communication model Source: (Fakete, 2017) Social media marketing has shifted consumers behaviour in their favour and made a substantial increase in their demand and discriminating attitude towards buying products. It had not only built an influencing approach of consumers towards targeted market, but also created a horizontal way of product creation and delivery. If the marketing agencies or companies provide consumers with the products of their interest, consumers would likely prefer opting for those companies and to make fair comparisons of companies, consumers shares informations from social Medias(Claywell, n.d.). Organisations and retailers nowadays know factors that affect consumers outlook and purpose since consumers responds to current and successful brands. Thus, more organisations and marketers are getting engaged with social Medias and incorporate digital modernization into their systems in order to get linked with customers(Elison, 2007). The firms also have to face potential challenges at this age of social commerce. In the world where social media plays a significant role, the capability of generating and controlling of consumers insight along with managing brand reputation in competitive marketing environment have become tough for marketers. Thus, power on consumers side seems favourable with the implementation of social networking in todays buying and selling trend of market. External Secondary Sources According to Smith, the recent trend of fashion in automobile industry had made car companies take a new look according to consumers perspective of getting new technology each day(Smith, 2016). It becomes necessary for the car manufactures to align with customers demands that can be easily done with the help of social networking. In 2015, study made by Polk Automotive suggested that 88% of millennial utilised social networking and internet while comparing brands available in cars and their specialities. Since consumers are more influenced by social media than any other mode, heading to car showrooms turned out only to be investing substance of time by car companies. In the article, Smith has given a clean picture about consumers preference for social media marketing by making research of their viewpoints in car selection. Most of consumers choice was made due to visibility of their preferred brand in social media sites like Tesla, Ferrari, and Porsche. Although these cars were recogn ised as luxury brand and out of their reach, they likely wished for their consideration about those cars. While making the brands recognisable, social networking also helped in creating attentiveness of buyers while manoeuvring their purchase decisions. Therefore this article proved an important example in understanding the affect social media marketing has on consumers buying behaviour in cars. Author: John F. Fotis The effect of social media marketing has influenced the consumers choice of holidaying also. According to Fotis, Social Medias facilitates peoples expressions and ideas along with recognising their personal thoughts and opinions. Many holiday packaging companies assists consumers in making their choice of plans while giving them favourable and comparable budgets. Here social Media marketing becomes significant for buyers as unnecessary time constraints are removed as compared to traditional ways of communication along with providing online tools to share multimedia contents. Easy to use websites have been created in recent years which claims that more than 1.3 billion users actively uses social networks before planning a holiday where more than 50% utilises online website to plan for them. Many tourism guides are reviewed by people digitally after returning back from tours which further helps in search processes made by others. Websites like TripAdvisor is one of the leading tourism sites which serves more than 260 million users per month and advises about their plans around the globe. Other behavioural changes which have been recognised in consumers behaviour are their change in lifestyle and values. Nowadays consumers prefer shorter leisure time and giving value monetarily while planning a new endeavour. While others who can spend more may wish to get luxurious trip with or without extending travelling time. Whatever the case may be, web searches always have proved beneficial for them. Many academic learning focuses on utilisation of social media during the research period of travel process(Ray, 2017). In literature researchers have given an insight and attempted to provide overall force that social media marketing has during three stage of travel process. During the approaching stage, social Medias proved to be trustworthy source of information which is used by consumers to attain knowledge about their preferred destination. In second stage, social websites help in making plans and executions while giving budgets and rational picture of their planned travelling. And in the third stage i.e. after the completion of trip, the sharing of views and experiences met during the travelling stage is done which ultimately helps in assisting others who are still planning. Therefore the overall process is responsible to great extent in changing the behaviour of travellers who are planning to have a tour. Authors: Kavitha Venkatachari and Aziz German Wala The research made on an aircraft industry relating affects of social media marketing on consumers is based on objective about finding out how the media marketers control the activities of airline industries while analysing the ways in which consumers makes preferences during selection of their style of transport. The success of social media marketing can be seen easily by all airline industries as it provides detailed informations to consumers while accessing interaction between them. Jet Airways is one of the leading airline industries who have made a survey in which consumers behaviour can be judged after getting connected with them through social Medias. Social media sites not only provide customers with direct purchasing of products but also offer various promotions and gains. In this competitive market, in order to gain competition, airline companies provides discounts and offers which can be informed to customers within the help of social medias. This informations shared can af fect the consumers behaviour while selecting the company that gives maximum benefits to them(Parker, 2006). Thus while gaining insight about customers demands in cost reductive manner, the effectiveness of companies marketing strategy is maximised. Companies also benefits by selling reservations which comes closer to deadlines by approaching to customers via emails and telephoning along with giving advertisements in social Medias. The analysis made by the company shows that people considered price more than quality here and considered social media sites to make comparisons among different available airline agencies. Therefore, from the research made by Venkatachari and Aziz can provide an evidence which shows how consumers behaviour is affected with social medias while selecting airline company for their travelling. Authors: Bruno Godey, Aikaterini Manthiou, Daniele Pederzoli, Joonas Rokka, Gaetano Aiello, Raffaele Donvito and Rahul Singh Engaging and interacting with customers is been created by social medias which had brought a new era for brands and companies. The expansion of marketing channels provides immense opportunities to the companies by reaching its consumers in a speedy way. The only challenges that is faced by marketers of branded products while managing brand is difficulties in measuring the force of social Medias activities i.e. good and bad comments made by users. Positive comment enhances the markets while negative makes an unfavourable effect (Godey et al, 2016). According to the authors of the journal, the effect of social media marketing on consumers buying behaviour in luxury and branded products is not limited to product awareness only but also creates brand loyalty and word of mouth feature in it. The objective of this journal is to measure the relation between social media marketing endeavour and behaviour of customers towards branded items. Social Medias has changed the content creation of br ands, distribution processes and consumers choice by giving substantial alterations to brand images and presentation techniques that could attract buyers toward it. Famous brand like Louis Vuitton and Catwalk posts videos in social Medias like You Tube and Facebook while making huge number of fans around the globe. Many luxury brands like Burberry, Amazon, Wal-Mart, etc. have created their own online shopping sites that offer 24 hours service to customers. Comments and critiques made by celebrities and renowned person make customers get attached to those online websites and thus increase sales from social sites(Rohampton, 2017). From the journal, it can be ascertained that without social media marketing availability of luxury and recognised brand products would not have been easier. The behaviour of using ordinary products by consumers has changed immensely in recent years and seems to increase with the increase of social sites of branded products(Lumen, n.d.). Author: Holly Paquette According to Paquette, Social medias have increased the rates of viral advertising which provides more informations to end users(Paquette, 2013). For example, a student seeking a diploma course for any subject likes engineering or science stream can easily search from social sites about available course materials or universities those are suitable. On the other hand, financial banks nowadays are becoming very supportive for students seeking to learn and are ready to provide bank loans for higher studies(Sen, 2017). Students posting their requirements in social Medias can be approached by banks or financial institutions. Thus, the scope of solving financial problem for enhanced learning is solved and customer, here student, can apply for further studies which was not possible earlier. Online advertising not only helps in sales of products but customer services also. Since critiques are made on social websites, online services are largely used by consumers nowadays as they get quick response from it as compared to traditional methods of registering complaints. On the other hand companies get benefitted by reaching to the customers who otherwise have been difficult to reach. Thus viral communication gives marketers a scope of licensing itself through a delivery of message while making close and personalised manner of communicating targeted consumers. Studies have also found that making short interactions with customers through electronic modes have always helped them in gaining their advices for enhancements in services(Chu, 2009). For example any problem which is been faced continuously by customer can be bought into notice and any suggestions for improvement in those areas can be made. If the company responses positively, customers will surely give higher ratings and also may make suggestions to others for using that company(Creative Commons , n.d.). Conclusion After reviewing several articles, journals, books and newspapers, it can be said that affect social media marketing has on customers is immense and in present world social networking is inevitable part in marketing business. The influence that social media has on consumers have been both positive and negative. If customers are satisfied with the marketing agencies, the results become positive. On the other hand any negative comment can provide adverse affect over marketer and may be forced to eliminate itself socially. Brand recognition along with product awareness is prime feature that is carried through social networking markets and to obtain available informations is advantage obtained by consumers. Thus both ends get equally benefitted and are reliable on each other(FOTIS, 2015). Consumers behaviour which is affected while buying or selecting product or services makes marketing strategies of organisations accounting to it. While organisations make marketing strategies that could easily attract its consumers. Therefore on concluding note it can be said that both customers and social media marketers behaviours depend on each other while affecting both buying and selling capabilities. 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