Factors Influencing Consumer Buying Behavior through Social Media Marketing

Abstract

Social platforms such as Facebook, Twitter, LinkedIn, YouTube and Instagram etc. are amongst the most popularly used medium of communication and connectivity. In recent years, these social media platforms have been used by various companies and businesses alike as a means for marketing themselves and their offerings - reshaping E-Commerce model into a Socio-Commerce model of business for many companies. Social media marketing has played a fundamental role in forming a brand’s image, shaping perception around a product/service, and a business’s existence; but most importantly, it has influenced consumer behavior. It has provided a social space for businesses to make their product review transparent for individuals by others who have used them prior - making one’s purchase decision and evaluation process easier. Another aspect of social media marketing is the spread of awareness for different products and services via endorsements by popular/influential personalities. In our study, the factors highlighted are social-media’s influence on consumer behavior through building awareness, emergence of social proof – transparency on social platforms by brands in sharing reviews, comments, likes, tweets, tips, shares etc. and the abundance of various groups and forums available for consumers. We focus on how vitally afore mentioned factors play their role in influencing consumer behavior through marketing done on social media platforms and how such platforms prompt consumer into actually forming their purchase decision.