Consumers are the sole upbringers of any business and their behavior is driven by multiple factors which range from social media platforms to the ease of shopping. So it equally becomes important for marketers to be aware of these behavior to shape the organisational goals and social media marketing strategies.
Refer to this blog to be aware of the changing prospects in the impact of social media marketing on consumer buying behavior.
What is Social Media Consumer Behaviour?
Social media consumer behaviour is a replica of the literal meaning, which is the behaviour of consumers on social media platforms. It determines how consumers on social media are making use of these platforms to act and decide while interacting with brands, services and products.
Consumers on social media browse and interact with content to land their final purchase decision. Moreover, with multiple platforms, technologies and features, the engagement of customers has taken a different direction in the modern day. So, brands must be aware of social media trends, brand perception and consumer psychology to get an idea of consumer brand preferences, online experiences and reactions to advertising campaigns.
How Social Media Influences Purchase Decisions?
Social media remains a greater asset for businesses and it also very well determines consumer buying behaviour. The influence is such that around 71% of consumers are more likely to purchase. So, if you want to know how social media and consumer behavior interact with each other refer below:
The shorter journey of purchasing
Do you know why social media has been taking over the traditional marketing way? Mostly because of the shorter time that customers take to make a purchase. As per the Deloitte report around 29% of social media users are said to be more credible in purchasing on the same day via social media. So, this has reduced the time taken to hop from one physical store to another to now only on one fingertip doing shopping!
Reviews and Ratings before hitting the Purchase Now button
Online reviews are a thing now and consumers check the reviews of a product or service before making the final decision to purchase. So, positive reviews are important for fetching trust for a brand. While ratings give consumers a chance to showcase their satisfaction level. Both these give consumers the power of informed purchase!
Demos and Recommendations are a must before buying a thing
Many consumers jump to the demonstration and recommendation videos before making their purchase via social media. So, whether it’s an unboxing product video or a recommendation video, users never get enough of it. The impact of social media marketing on consumer buying behavior is higher than ever before with demos and recommendations!
Missing out is today’s aspect of social media
Do you know about FOMO? Fear of missing out is a real thing today and with social media by our side this missing out feeling is an everyday thing for most consumers on social media platforms. So whether it’s a scroll-through reel or post, the appealing nature of content calls for the urgent need of a thing or service making consumers go for the particular thing immediately!
Negative Impact Of Social Media On Consumer Behavior
Just like the coin flips into two sides head and tail, social media impacts consumer behavior in both ways positive and negative. So, to make use of social media knowing it impacts your behavior as a consumer is important.
From buying excessively to impulse buying behavior, consumers are in the loop of placing an order when they see one.
Have you ever heard of the compulsive buying nature? It is a term which is a chronic habit leading to the purchasing of goods frequently and overly. Compulsive buying can also be regarded as an urge or behavior regarding shopping and spending which may direct to some negative effects.
Another side of the negative impact which social media has on some of its consumers is the apparent consumption. It is a way for consumers to show off expensive and luxury items or services which is in a way activated by aspects including the impression to deliver to others, to enhance social status and more related factors.
Lastly, the consumer gets the instant impulsive impression of making a purchase while with no regard for the aftereffects.
These effects can be stress for some while anxiety or debt for most consumers. So, with these adverse impact of social media on consumer behavior, we hope consumers are more responsive towards their shopping urges and demand.
CONCLUSION
Despite social media being a big game changer multiple brands still have a long way to go when it comes to reaching out to potential consumers. That’s when social media strategies come into effect and help the brands fit into the numerous platforms. So, being aware of what’s relevant, ongoing trends and patterns will lead to the impact of social media marketing on consumer buying behavior.
We hope this blog has helped you get some insights about consumer behavior, keeping reading Nomadz blogs to know more about everything which includes marketing!
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