Social media networking are portrayed as modern communication tools possessed from businesses in the new external environment where they operate and their participation in these offers support and stabilization with staggered steps. Thus, it is necessary to analyze these electronic areas, in order to identify opportunities resulting to be used appropriately used by businesses.
The main purpose of this study is to investigate whether social media can influence consumer behavior and thus provide businesses with a competitive advantage over their competitors in the market. For this reason, it is necessary to define social media and identify their characteristics, to analyze consumer behavior and their intention to purchase over social media and the advantages of business participation in social platforms and the increase in customer . Finally, to determine the interactions of users / consumers, who have the leading role in these media, which directly influence their consumption preferences and their relationship with businesses.
Through the analysis of the above, the results is that social networking media are of vital importance and should be included in each strategic business plan.
Table of Contents
Introduction
Chapter 1 - Literature Review
1.0 Social Media- Historical Evolution
1.1 Social Media - Definition
1.3 Social Media – Basic Features
1.4 Social Media – Categorization
1.4.1 Collaborative projects
1.4.2 Categorization of Social Media Users
1.5 Brief Presentation of the most popular Social Media
1.5.1 Facebook
1.5.2 Twitter
1.5.3 Linked In
1.5.4 Blogger
1.6 Reasons for using Social Media
1.7 Factors that influence consumer behavior
1.8 Consumer behavior in Social Media
1.8.1 The process of Consumer Socialization in Social Media
1.8.2 Consumers and Social Media
1.8.3 Social Media in consumer preference and purchase intention
1.9 The Social consumer
Chapter 2 - Research Methodology
2.0 Introduction
2.2 Research design
2.3 Description of the research questionnaire
2.4 Research Analysis
2.4 Limitations of the Research, Future Research, Proposals to Businesses
2.4.1 Research limitations
2.4.2 Proposals for future research
2.4.4 Proposals to businesses
Conclusion
Objectives and Topics
This study aims to investigate whether social media significantly influences consumer behavior and provides businesses with a competitive advantage. It seeks to analyze how social media platforms function as tools for interaction, how they shape consumer preferences and purchase intentions, and how companies can effectively integrate these platforms into their strategic business plans.
- The role of social media in the modern business environment.
- Mechanisms influencing consumer behavior through social networking sites.
- Consumer socialization processes and the impact of electronic word-of-mouth.
- Strategic integration of social media for competitive business advantage.
Excerpt from the Book
1.8.2 Consumers and Social Media
Nowadays, consumers increasingly use technology as an effective tool in their purchasing experience. The markets have always been a social experience and through social networking consumers have found fertile ground to interact with people-many of them are completely unknown. Social Media have not only transformed the search for information and markets but they also provide a platform for buyers to support the products, brands and businesses they love (Pookulangara & al, 2011), while leading consumers to make better purchase decisions (Lorenzo et al., 2009). The support of specific product and business have always existed, but social networking made this stage as the most critical stage by boosting the size of the audience which it is addressed to (Swedowsky, 2009).
Consumers turn away from traditional advertising sources such as radio, television, magazines and newspapers. Consumers want on-demand, direct and easy access to information (Vollmer & Precourt, 2008). They turn most often in different types of Social Media for collecting information and for making purchases (Vollmer & Precourt, 2008). Paine (2007) stressed that consumers turn to different types of Social Media for collecting information. Social Media are regarded by consumers as the most trustworthy source of getting information about products and services than sources through the traditional promotion mix (Foux, 2006).
Reviews, pictures and tags are made by consumers in Social Media and they are a good source of information for other consumers (Ghose, Ipeirotis, and Li 2009). According to Drell (2011), 20% of Facebook users have used famous social media to find out about a product before purchasing it, and 42% have written a review about a product. He underlines that there are two types of users who share their views on the Net. These are the high- sharers and low- sharers. According to Chen and Xie (2008) consumer reviews of products / services may be considered a new form of e WOM. E WOM is an effective communication channel that directly affects consumer behavior (Cheung, Lee, and Thadani 2010).
Summary of Chapters
Introduction: Provides an overview of the rise of social media as a global phenomenon and its growing importance as a strategic tool for businesses to gain competitive advantages.
Chapter 1 - Literature Review: Examines the historical evolution, definitions, and categorizations of social media, while analyzing factors influencing consumer behavior and the role of the "social consumer".
Chapter 2 - Research Methodology: Details the qualitative research approach used, including a structured questionnaire distributed to 30 participants, to gather primary data on social media usage and its impact on purchasing decisions.
Conclusion: Summarizes the study's findings, confirming that social media significantly impacts consumer behavior and purchase intentions, and stresses the necessity for businesses to actively participate in these platforms.
Keywords
Social Media, Consumer Behavior, Competitive Advantage, Purchase Intention, eWOM, Digital Marketing, Social Networking, Consumer Socialization, Online Communities, Business Strategy, Customer Engagement, Likeonomics, Consumer Preferences, Virtual Worlds, Electronic Word-of-Mouth
Frequently Asked Questions
What is the core subject of this publication?
The publication examines the influence of social media on consumer behavior and explores how businesses can utilize these platforms to establish a sustainable competitive advantage.
What are the primary thematic fields covered?
The work covers literature on the history and classification of social media, psychological factors influencing consumption, consumer socialization, and the specific role of the "social consumer" in purchasing decisions.
What is the primary research question?
The study investigates if and how social media influences consumer behavior and the extent to which this impact affects consumers' intention to purchase products or services.
Which scientific methods were employed for this study?
The research uses a qualitative method, combining an extensive literature review with primary data collection through a structured questionnaire targeting 30 participants.
What topics are discussed in the main body?
The main body covers the evolution of social media, types of social media platforms (such as Facebook and Twitter), consumer motivation theories, and analysis of survey results concerning online purchasing behavior.
Which keywords best characterize this work?
The work is best defined by terms such as Social Media, Consumer Behavior, Competitive Advantage, Purchase Intention, and Electronic Word-of-Mouth (eWOM).
How do "social consumers" differ from traditional consumers?
Social consumers utilize the wisdom of their social networks and peer recommendations for purchasing decisions, whereas traditional consumers rely more on advertising in mass media and conventional sources.
What is the phenomenon of "Likeonomics" mentioned in the research?
Likeonomics describes the mechanism where interpersonal relations, the opinions of regular social media users, and social capital significantly influence consumer purchasing behavior.
What recommendation does the author give to businesses?
Businesses are advised to move beyond viewing social media as a mere one-way communication channel and instead use it to build trust, engage in dialogue, and create lasting relationships with their customers.
- Arbeit zitieren
- Fotini Mastroianni (Autor:in), 2015, Customer Engagement Value and Social Media, München, GRIN Verlag, https://www.grin.com/document/359091
