2.LITERATURE REVIEW

2.1Product Choice- It can be seen in all of the papers that consumers tend to do some research on the products that they plan to purchase and go through different websites that they might find online and choose the most suitable product for themselves. (Hennig-Thurau et al., 2004; Kim &Ko, 2012).They will find out the best place, time and cost for the product of their choice. The impact of the internet has made it possible for people to interact with each other about the different products. Many websites tend to analyse the data of the various social media users and get to know about their choices thus only showing them products that might interest them or are similar to the ones that they have gone through before.
2.2Consumer reviews- People read online views and suggestions on different websites to understand the point of view others which would help them decide what would be the best place to buy the desired product which would satisfy their needs and wants. The internet has helped in creating an environment where users can gather information about the product through comments and gives people the opportunity to give instances of their experience with a particular brand or product by engagement in electronic word of mouth(eWOM) (Hennig-Thurau et al., 2004),
2.3Information expression and consumption- Consumers communicate with different people on an online platform and exchange their views on different brands and products to make an informed decision about what they are going to buy.The media content is being produced, designed, published or edited by the people which suggest that the the content is user generated. (Krishnamurthy & Dou 2008)Social media helps people to talk and makes the content more democratized. (Drury 2008)
2.4Increased motivation to buy- Online advertisements increases the motivation to buy as they showcase the variety of products that is available to choose from. Positive responses make people indulge even more in online shopping and attract them towards different brands and products that they would not have otherwise gone through. Schau et al. (2009)
2.5Brands’ social media activities- The brands tend to keep their Facebook, Instagram pages active and upload the new range of products online and share the link for the same as well which makes people feel more connected to the brand and keeps them updated on the brands’ upcoming product or sale. For e.g.- Gucci tends to keep updating their Facebook page at least 2-3 times a day to keep their customers engaged. (Namsu Park, Kerk F. Kee and Sebastián Valenzuela, 2009),
2.6Virtual games for marketing-It can be seen that popular brands tend to collaborate with each other to market their products with the help of online games. It helps to influence young minds who are more active on these games to go through the various products whilst they enjoy playing. strong. In other words, these research approaches suggest that interaction with brands in a playable context enhance information processing and persuasion. Mackay, Ewing, Newton, and Windisch (2009) showed that interactive brand placement in a racing game increased adults? brand recall and improved brand attitudes for gamers who had relatively negative preexisting attitudes toward the brand.
2.7Brand related weblog/ community- They help members to get greater access to companies, expand their brand knowledge, create relationships with like-minded people and provide support networks. They also offer an escape, the feeling of freedom or a space for fun, pride and creativity. Therefore, a brand community allows for consumption with strong social impact allowing for the bonding developed between participants to augment the bonding with the focal consumption object – the brand. (Muniz and O’Guinn, 2001)

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S.No. RELATION BETWEEN SOCIAL MEDIA AND CONSUMER BEHAVIOUR LITERATURE CITATION CITATION COUNT IN THE LITERATURE(n=34) %
1 Product choice (Powers et al., 2012), (Algesheimer et al., 2005), (International Journal of Innovative Research and Advanced Studies (IJIRAS) Volume 5 Issue 1, January 2018), (Ashman et al., 2015), (Hennig-Thurau et al., 2004) , (Kim ;Ko, 2012).
6 17.6
2 Consumer reviews (Hennig-Thurau et al., 2004), (Powers et al., 2012),(Dr. Sourbhi Chaturvedi, Rahul Barbar, 2014), (Ashman et al., 2015), (Yayli and Bayram, 2012). 5 14.7
3 Information expression and consumption Schau et al. (2009), Kristina Heinonen(2011), Shao (2009), (Ashman et al., 2015), (Zhou et al., 2013), (Zhang et al., 2014). 6 17.6
4 Increased motivation to buy Schau et al. (2009), (Zhou et al., 2013; Zhang et al., 2014). Kotler and Armstrong (2014). 4 11.7
5 Brands’ social media activities (Samsung Design Net, 2009), Kim and Ko (2010a), DEI Worldwide (2008), Namsu Park, Kerk F. Kee and Sebastián Valenzuela, 2009), (MichelLarocheMohammad RezaHabibiMarie-OdileRichard1RameshSankaranarayanan, 2012), (MichelLaroche, Mohammad RezaHabibi, Marie-OdileRichard1, 2013)
8 23.5
6 Virtual games for marketing (Klein, 2009, Wise, Bolls),( Kim, Venkataraman, & Meyer, 2008), (Lee, Choi, Quilliam, & Cole, 2009, Yang, Roskos-Ewoldsen, Dinu, & Arpan, 2006), (Bailey, Wise, & Bolls, 2009),Mallinckrodt & Mizerski, 2007), Balasubramanian, Karrh and Patwardhan (2006), (Molesworth, 2006), Mackay, Ewing, Newton, and Windisch (2009) 9 26.4
7 Brand related weblog/community (Muniz and O’Guinn, 2001), (Bagozzi and Dholakia, 2006), (Ridings et al., 2002). 3 8.8

Research gap

By the help of this research we try to find the impact of brand advertisements , time spent online and the atmosphere of the websites visited on consumer behavior and whether it leads to a positive assertion in the direction of purchases or a negative one as not much research has been done in the past to find the impact so the major reason for conducting this research comes to finding more about the both of them.
To study the different factors which influence the impact of Social Media on Consumer Behavior.
DEPENDENT VARIABLE- CONSUMER BEHAVIOUR
Consumer behaviour is the study of individuals, communities, or organisations and all the activities associated with the purchase, utilization and consumtion of goods and services, including the customer’s emotional, mental and behavioural responses that take place due to these activities. (https://en.wikipedia.org/wiki/Consumer_behaviour)
The study of consumer behavior not only helps to understand the past but even predict the future. The factors given below give a fairly good understanding of the purchasing patterns of consumers-
1. Marketing Campaigns
Advertisement plays a big role is played by advertisements in influencing the purchasing decisions that consumers make. made by consumers. Theyre also capable of making about a great shift in market shares of competitive industries by influencing the purchasing decision making of customers. The Marketing conducted on regular basis can influence the consumer’s decision making to such an extent that they may choose one brand over another or indulge in indulgent shopping. They even help to tell customers to shop for not very exciting products such as health products or insurance policies.( Dr. Sourbhi Chaturvedi*, Rahul Barbar), (https://www.iresearchservices.com)
2. Economic Conditions
Consumer spending decisions are known to be greatly influenced by the economic situation prevailing in the market. It is true specially for purchases made of cars, residential properties and other household appliances. A positive economic environment can make customers happy.( Dr. Sourbhi Chaturvedi*, Rahul Barbar), (https://www.iresearchservices.com)
3. Personal Preferences
At a personal level, customer behavior is influenced by various shades of likes, dislikes, priorities, morals and values. In some dynamic industries including fashion, food and personal care, the view of the consumer pertaining to their definition of style can become one of the major influencing factors. Though advertisement can help in influencing these factors to some extent, the personal consumer likes and dislikes of the consumer have a greater impact on the final purchase made by any customer. (https://www.iresearchservices.com)
4. Group Influence
Group influence is also seen to affect the decisions made by a consumer. The main influential group may consist of family members, classmates, immediate relatives or neighbors and acquaintances can also be seen to have greater impact on the decision making of a customer. For e.g.- the mass liking for fast food or the craze for the SUV’s against comparatively smaller vehicles are good egs of the same.( https://www.iresearchservices.com)
5. Purchasing Power
Purchasing power of a consumer plays an important role in impacting the customer’s behavior. The consumers generally analyze their purchasing capacity before making a decision to buy any of their products or services. The product may be amazing, but if it is out of the customer’s purchasing power, it will have a huge impact on the sales. Segmenting of the customers according to their buying capacity would help in finding out much more eligible consumers and get better results. (Dr. Sourbhi Chaturvedi*, Rahul Barbar), (https://www.iresearchservices.com)
INDEPENDENT VARIABLES-

RELATION BETWEEN SOCIAL MEDIA AND CONSUMER BEHAVIOUR

Product choice-A large number of products are available on an online platform. Browsing different social media helps the consumer come across various products and chose the one that suits their taste the most.
Consumer reviews – Consumers read and analyze the comments by various users who have already purchased and used the product and make a prudent decision based on peoples’ past experiences.
Virtual games for marketing- It helps to influence young minds who are more active on these games to go through the various products whilst they enjoy playing. Especially when interaction with a brand takes place in an enjoyable context, the effects on brand responses may be very strong. People tend to buy more after going through an enjoyable experience of playing gamesand being introduced to the new products.
Increased motivation to buy- The advertisements increase motivation to buy more because of the new information provided to people now.
Brands’ social media activities- Brands keep updating their facebook,instagram and other social media with different posts and stories to keep people on their toes about their products and promoting it excessively . for eg- Gucci adds at least 2-3 posts in a day to keep their customers informed and interested.
Brand related weblog/community- Brand community is essentially a group of individuals who share their interest in a specific brand and create a parallel social universe with its own values and rules and regulations. They are becoming more and more popular due to people’s natural craving for belonging, the digital boom allowing people to connect more easily. Brand communities help to define one’s identity and place in the world based on the social interactions and structures of the community. They help members to get greater access to companies, expand their brand knowledge, create relationships with like-minded people and provide support networks. Therefore, a brand community allows for consumption with strong social impact allowing for the bonding developed between participants to augment the bonding with the focal consumption object – the brand. A company needs to take care of the community it builds on an online platform and the needs of the consumers.

RESEARCH QUESTION-
WHAT IS THE IMPACT OF SOCIAL MEDIA ON CONSUMER BEHAVIOUR?