Effects of Social Media on Consumers Buying Behaviour and Demand Patterns - Research Proposal Example

The effects of social media on consumers buying behaviour and demand patterns affiliation The Effects of Social Media on Consumers Buying Behaviour and Demand Patterns Introduction In present times, the internet has delivered online properties to allow individuals connect with themselves, unlike the dead sites on the internet, and thus establish significant relationships within a particular period. These relations can be formed on the basis of business, hobby, among others. Through the online market, an organization can market itself very efficiently without incurring big budgets. By this, the company could experience an increase in demand for their business. Additionally, through the online world, can quickly identify business minded individuals easily and hence collaborate in growing a strong business. The elements on how social media inspires behavior pattern of the consumer in development and models varies. This proposal’s primary purpose is to examine factors that affect social sites in influencing the behavior of the consumer. It also examines what category of social media operators does have a positive view concerning advertisement done on public networking sites (Arora 2014). Literature Review A Public networking service is a wired service that is termed as an explanation for the concern of practice, increasing the number of social and business contacts by way of creating connections with individuals. Social networking as a way of marketing has brought about new ways of sharing information and also communicating. Social media and networking sites have improved in terms of popularity, at a worldwide level in present times. According to statistics, Social sites like Facebook have millions of active users from its commencement in the year 2004. Other sites that are used for marketing online are LinkedIn, Twitter, among others. This, therefore, explains the concept that two people from different continents can communicate easily through social media and transact business. Social networking is founded on six-degree notions that describe how it establishes connected internet groups, thus, enabling individuals to create contacts that would be of noble use to them. These concepts start from joining one social site and inviting those people you are familiar with also to join. After, inviting people you know, the chain moves down to those people you know to invite also people they know. This procedure repeats itself, thus creating a wider connection, and any person can communicate with to anyone that has a link with any of the individuals (Abidi 2012) In marketing, social media is a tool of communication that is used in today’s world in marketing of services and services by organizations to consumers interested and also creates awareness for those unaware individuals. It helps establish a link with their customers and also a person a brand, hence attaining customer loyalty and increased recurrence in purchases. The most usual type of tool that is used for promoting services and products online is the banner advertisements. These banner activities are similar to print media, but in banners has an added service where the individual browsing can click so as to get access to the advert (Zhou 2007). This method of advertisement does two activities for the organization marketing their products. One of them is that gets the attention of the users browsing and even if he or she does not respond by clicking, the advert will stick in his mind and may buy the product in the future. Secondly, after banner advertisement, we have branding; this is very essential for a marketer since should know the buyers attitude to the brand so as to understand the customers buying decisions. Attitude towards the brand by consumers has an effect on advertisement (Heinonen 2011). Additionally, there is the customer’s attitude to a particular website that also affects advertisement. So, a marketer should know who is clicking on the banners and what motivated them. Also, he or she should always check for comments that are posted on social media. In addition, rewarding of individuals who, for instance, share their adverts as a way of marketing their organizations and businesses. Moreover, a deeper realization of the purchasing and online habits of consumers is also key for organizations to market themselves. Through embracement of this tools efficiently and effectively, the marketers will succeed in converting consumers into brand and product advocates as soon as possible. Finally, this will allow them to acquire the returns of capitalizing in new social networking channels (Wang & Chen 2007). Research Objectives Concisely, the main aim of this research is to study the effect of social media sites on product views, specifically on the cosmetic business using Estée Lauder as the case study. Two facet approaches will be applied in this study. It will examine the effect of content produced by other companies. On the other hand, it will do an analysis of the effect of cosmetic brand exposure on social media from the content that is created by members of social sites or customers. The objectives the study intends to achieve are: To assess consumer and Facebook, blogs in their duty as reference groups of customers. To evaluate existing theoretical frameworks and conceptual models interrelated to brand perceptions and social media. To determine the best plans on how to increase brand and sales standing of cosmetics via an improved existence on social media platforms: Precisely Facebook and blogs (Fotis 2011) Research Questions To evaluate the efficiency of social media platforms as a procedure of influencing cosmetics brand awareness, by a case study known as Estée Lauder, the subsequent queries should be answered by this study. What are the roles of social media sites, precisely blogs and Facebook as effective advertising tools when applied to the separation of the absenteeism of monolithic advertising programs? Is there a connection amongst the exposure of brands on blogs and Facebook on the customer’s tendency to buy cosmetics, and is it essential in marketing? What is the role of reference groups in the buying decision-making practice of cosmetics (Koehn 2001). Methodology, including approaches to data collection and analysis A research strategy provides the study with the direction it is supposed to take thus, enabling a systematic research to be carried out. In this study used is a case study. This type of study emphases on the company or individual situation. Additionally, as a way of achieving the research objectives, different methods and approaches are used in this study. One of the methods of surveying is by the use of questionnaires; this is a technique of gathering primary information whereby a sample of respondents is selected to answer to queries asked. Secondary gathering is also used through the reading of related articles, journals, books, magazines, among others so as to gather information from the research that was done earlier. The selected procedure of data analysis this investigation is Thematic Analysis. This analysis focuses on recognizable patterns and themes of behavior and living. The essence of this analysis is reliant on the grouping of related codes and themes grouped from collection of data. As for this investigation, themes were generated from the secondary data collected and the primary data from the answers to the questionnaires. In conducting the research, some ethical implications have to be taken into account. These include: reducing the risk of destruction to individuals involved in the research. Secondly, Finding informed agreement with the individuals before asking questions, and force should not be used. Thirdly, Defending confidentiality and anonymity of participants and also evading misleading practices. Finally, an individual involved in the research can withdraw from being investigated or questioned at his or her will (Caudill & Murphy 2000). Reference list Abidi, M., 2012. The Guardian. Retail disruption: how technology is influencing consumer buying habits, 22 May.p. 1. Arora, A. G. a. M., 2014. Effect Of Social Media Sites In Consumer Behaviour. Business Teacher, p. 1. Caudill, E.M. & Murphy, P.E., 2000. Consumer Online Privacy: Legal and Ethical Issues. Journal of Public Policy & Marketing, 19, pp.7–19. Fotis, J., 2011. Bournemouth University.. Social Media: Are there adequate evidences to substantiate a redefinition of comprehensive consumer behaviour models?, p. 1. Heinonen, K., 2011. Consumer activity in social media: Managerial approaches to consumers’ social media behavior. Journal of Consumer Behaviour, 10, pp.356–364. Koehn, N.F., 2001. Estee Lauder and the Market for Prestige Cosmetics., Available at: http://search.ebscohost.com/login.aspx?direct=true&db=buh&AN=11224534&site=ehost-live\nhttp://harvardbusinessonline.hbsp.harvard.edu/relay.jhtml?name=itemdetail&id=801362. Wang, M. & Chen, C., 2007. Effects of Online Shopping Attitudes , Subjective Norms and Control Beliefs on Online Shopping Intentions : A Test of the Theory of Planned Behaviour. International Journal of Management, 24, pp.296–302. Zhou, L., 2007. A CRITICAL SURVEY OF CONSUMER FACTORS IN ONLINE SHOPPING. Marketing Journal, 8, pp.41–62. Available at: http://proquest.umi.com/pqdweb?did=1230897451&Fmt=7&clientId=13939&RQT=309&VName=PQD. Read More