Impact of social media on consumers preferences
Author :Priya salve
Literature review
Article 1 The use of social media and its impact on shopping behaviour of Slovak and Italian consumers during COVID 19 pandemic
Every aspect of our existence was impacted by the coronavirus crisis, including consumer habits, preferences, and purchasing patterns. The survey, which had 937 participants from two nations, looked at how the pandemic impacted consumers’ shopping habits. In order to better understand how social media affects customer behaviour, this paper looks at how it affected consumers’ preferences for particular online stores during the first wave of the COVID-19 pandemic. The findings showed that there were statistically significant differences in social media use during the first wave of the COVID-19 pandemic depending on a number of demographic factors, as well as a weak correlation between the use of social media and purchases made at an online shop that was promoted on social media. The findings showed that there were statistically substantial differences between Italian and Slovak consumers’ use of all social media platforms during the first wave of the COVID-19. Despite having varying propensities to use different social media, the study reveals that, during the pandemic, both Italian and Slovak consumers preferred social media platforms like WhatsApp (Italians) and Messenger (Slovaks), which enable the growth of intimate relationships between people. These consumers likely sought to maintain and consolidate friendship bonds in order to control their anxieties and fears related to the dramatic experience of social isolation brought on by Covid 19. The findings also show that there are gender variations in social media usage. It becomes clear that women favour social media more than men. ( Victoria Ali Taha et al. 2021)
Article 2:- Social media impacting Green behaviour of Indian consumers
The relationship between various social media motivational factors and Indian consumers’ attitudes towards eco-friendly products and willingness to pay a premium price for them is identified and empirically analysed in this paper. 536 respondents provided information that was gathered. According to the findings, there are six major social media motivational elements that influence consumer environmental concern: word-of-mouth, interaction, entertainment, trendiness, dependency, and trust. Consumers’ concerns have an effect on their attitude, and the resulting positive attitude has a substantial and advantageous effect on consumers’ willingness. Because the construct of willingness to pay more for green products has received comparably less attention in the Indian context, this study takes the initiative to analyze it.( Meesha Gupta & Asif Ali sayed, 2022)
Article 3:- Impact of duo generic advertising of social media on consumers preferences
Social media has made generic advertising more affordable and practical than more conventional methods like television and newspapers. As a result, social media marketing and online advertising have grown to be crucial parts of promoting agricultural goods and have given a generic advertising a new platform. This research examines the impact of social media duo-regional generic advertising on consumers’ preferences for fresh produce from various regions, specifically Florida and California. Overall, it is discovered that consumers are significantly more willing to pay for the products that social media is promoting, indicating a strong own effect of duo-regional generic advertising. Generic advertising on social media done by California and Florida is also found to have a significant spillover impact on both domestic and imported goods, respectively. The generic advertising offered by Florida social media benefits Mexico as a free rider. The findings cast light on the sectors that attempt to market food products through social media and guide legislative decisions on how to make better use of generic advertising to increase market share.( Xuqi Chen et al. 2022)
Article 4 :- Impact of social media influencers on customer engagement and brand perception
Due to its accessibility and widespread use, social media has emerged as the favoured channel for businesses looking to inform the public about their offerings, sway public opinion, and attract followers. In order to accomplish this, social media influencers serve as an effective third-party spokesperson who helps a business reach a global audience. Social media ads draw customers who have a favourable opinion of the social media’s credibility. The current research explores how agencies view social media influencers and their function in driving brand awareness and customer engagement.( Rahul Chander Jaitly & Omvir Gautam, 2021.)
Article 5:- Opinion Mining on Social Media Data: Sentiment Analysis of User Preferences
Only Facebook recorded over 2.27 billion active accounts in early 2019; the exponential growth of individual SM users and SM active businesses has transformed SM into a company/brand and into a customer interaction space. Through text, sound, photo, and video, social media (SM) enables vivid communication with customers. The emotional response of SM users influences brand-page engagement, brand advocacy and loyalty, and, indirectly, purchase behaviours. Although there is a wealth of literature focusing on the correlation between purchase behaviours and customer preferences for the content that businesses show on social media, this study only examines users’ (potential customers’) preference for picture posts as opposed to videos. Because social networks are crucial for the long-term growth of businesses, this research offers a thorough analysis of consumer responses. The emotional responses of any brand’s users to various kinds of social media posts are significantly influenced by its presence on social networks (SM). Based on their responses, a business can use the preferred post formats (photo or video) of its consumers to inform the creation of its upcoming communication strategy. ( Vasile-Daniel Păvăloaia et al. 2019)
Article 6:- The impact of social media marketing on youth buying behaviour in an emerging country
Results from a survey of 244 students (social media users) ages 18 to 35 that the authors conducted in ten universities in Lahore, Pakistan, between March and June 2020 provide empirical support for this research. The goal of this research was more precisely defined by conceptually dividing social media marketing into SMM benefits and website design & features: (2) to determine the relationship between website features & design and youth buying behaviour. (1) to determine the relationship between SMM benefits (convenience, timesaving, security of knowledge) and youth buying behaviour. The analysis of the combined impact of SMM advantages on Pakistani youth purchasing behaviour revealed a 42.9% rise in purchase intention.( Rizwan Ali et al. 2022)
Article 7:- . “Managing Crisis Communication Via Social Media,”
The prevalence of social media in daily living is changing how people think, act, and make purchases. Organizations are conscious of the potential outcomes that could result from creating social media communication strategies, but frequently neglect to anticipate and prevent unfavourable outcomes. This study’s primary objective was to ascertain whether consumers have a preferred style of social media crisis communication. The survey looked at how consumers perceived a particular crisis scenario and the crisis communication that took place on social media. Additionally, it gave insight into how crisis dialogue should function generally. More than half of the consumers would stop using services from a service provider that is unable to provide adequate service, so this particular crisis situation could be deemed a major one. Although the participants don’t particularly like this particular crisis communication case, they are not unsatisfied either.( Spolijaric Anja , 2021)
Article 8:- An Investigation of the Impact of Facebook and Instagram on Consumer Buying Behaviour: The Case of Retail Fashion Consumers in Rhodes, Greece
The purpose of this study is to examine how Facebook and Instagram have affected customer purchasing habits in Rhodes, Greece’s retail fashion market. They examine whether Rhodians use these social media for fashion knowledge and inspiration, as well as the degree to which the two social media affect Rhodian consumers’ preferences towards particular stores. Findings: Facebook and Instagram have an impact on Rhodian consumers’ buying habits. However, it appears that the Rhodians are more passively consuming fashion content on Facebook and/or Instagram than they are actively engaging with it. Research constraints and consequences Their research shows that Facebook and Instagram are extremely effective at bringing customers and fashion closer together, and it highlights the part that these social media can play in the marketing mix. Fashion retailers can use our results to guide their social media engagement strategies and choices. Their study can be expanded to examine the effects of various social media constructs on customer behaviour and to determine what kinds of social media content may have the greatest influence on consumers’ purchasing decisions. (Dionisia Tzavara , 2019)
Article 9:- Muhammad Tahir Jan & Johan de Jager & Naheed Sultan, 2020. “The Impact of Social Media Activity, Interactivity, and Content on Customer Satisfaction: A Study of Fashion Products,”
The main goal of the study is to ascertain whether social media activity, social media interactivity, and social media content, specifically in online fashion shops, have an effect on customer happiness. The study reveals that all three (3) social media marketing factors—social media interaction, social media content, and social media activity—have been empirically tested and found to significantly increase customer satisfaction. Social media content, as opposed to the other two factors, had a stronger positive effect. The findings of this research should add to the body of knowledge and be important for businesses interested in or currently using social media platforms for marketing. It’s fun to follow, like, and subscribe to renowned people on social media, such as actors and celebrities. These well-known individuals frequently offer their endorsement for goods and services, which affects consumers’ decisions to purchase specific goods as well as their happiness with those goods and services (Dwivedi et al. 2016). It is therefore suggested, in light of the discussion above: H1: Use of social media positively affects consumer satisfaction. The way people communicate with one another has been completely transformed by social media. The businesses now have a greater opportunity than ever to contact a wider audience. Previously, companies were advertised through conventional mass media like TV and radio. Although this approach was efficient, it had a built-in issue with one-way communication. ( Muhammad Tahir Jain et al. 2019)
Article 10:- Effect of YouTube marketing communications on converting Brand liking into preferences among millenials regarding brands in general and sustainable offers in particular. Evidence from South Africa and Romania
In both business and academics, there is widespread agreement on the pervasiveness of online information and communication technology (ICT) channels in Millennial consumers’ lives. As a result of the Millennial generation’s continued use of ICT platforms like social media, particularly digital video sharing platforms like YouTube, businesses are now better able to communicate with and market to this elusive target market. This study investigates how YouTube marketing communications influence Millennials in two developing countries’ affective (attitudinal) responses, or brand preference and brand liking. The findings of this study demonstrate a positive relationship between brand preference and brand liking as a result of YouTube marketing communication, making a significant contribution to the small YouTube study on the attitude-to-advertising theory in developing economies with regard to brands in general and sustainable offers in particular. The relationship between brand liking and preference was also found to be influenced by a number of online usage and demographic factors, helping to close the academic-practitioner gap and assisting businesses in developing successful marketing communication campaigns on video sharing platforms.( Rodney Duffet et al. 2019)
Conclusion
While some people create an account on these mediums to simply connect with friends or loved ones, social media is now more intertwined with business than ever. There is no doubt that social media are now important sources of information for consumers in their purchase decision making , especially in instances of complex buying behaviour. More and more people are turning to consumers opininons online due to the ease of access , low cost and wide availaibility of information. Peer recommendation on social media are viewed as an eWOM and as more trustable sources of information when compared to advertisements and other marketer generated information.
Social media is almost as widespread for learning about brands as TV or radio advertisements and word-of-mouth marketing. Three out of ten consumers said they would prefer to learn about brands in the future in this manner. But more and more, consumers are turning to social media to find brands and make purchases from them.
The relationship between a business and its customers now has a new facet thanks to social media. A brand is no longer a distant, nameless thing we only learn about in books or on Google.
Thus social media has large impact on consumer preferences and this impact is facilitating growth and develpoement in fields like agriculture, fashion industry, tourism , entertainment. Overall it is paving anew way for entrepreneurs and existing business players to dive in modern methods of marketing and understanding consumer behaviour.
References
1. Dionisia Tzavara , Phaedra Clarke , Fotios Misopoulous [2019] : An investigation of the impact of facebook and Instagram on consumer buying behaviour : The case of retail fashion consumers in Rhodes , Greece , International Journal of business and economic sciences applied Research , Vol 12, December 2019.
2. Meesha Gupta & Asif Ali Sayed [2022]: Social media impacting green behaviours of Indian consumers, international journal of Indian culture and business management ,Vol 25 ,2022.
3. Muhammad tahir, jan , Naheed Sultan , Johan de Jager, [2020] : The impact of Social media activity , interactivity, and content on customer satisfaction : A study of Fashion products , Eurasian journal of Business and Management , Vol 8 , 2020
4. Rahul Chander Jaitly & omvir Gautam [2021] : Impact of social media influencers on customer engagement and brand perception , International journal of internet Marketing and Advertising, Vol 15, 2021.
5. Rizwan Ali , Vera Komarova , Tanveer Aslam , Kestutis Peleckis [2022] :The impact of social media marketing on youth buying behaviour in an emerging country ,Entrepreneurship and Sustainability Issues , Vsl Entrepreneurship and Sustainability centre , Vol 9, June 2022.
6. Rodney Duffett , Dana Mihaela Petrosanu , iliuta Costel Negricea , Tudor Edu [ 2019] : Effect of you tube marketing communication on converting brand liking into preference among millennials regarding brands in general and sustainable offers in particular , Sustainability, MDPI, Vol 11, January 2019.
7. Spoljaric Anja [2021] : Managing crisis communication via social media, our economy, Sciendo, Vol 67, March 2021.
8. Vasille Daniel Pavaloaia , Elena Medelina Teodor , Doina Fotache , Magdalena Danilet [ 2019] : Opinion mining on social media data : sentiment analysis of user preferences , Sustainability , MDPI , Vol 11, August 2019.
9. Viktoria ali taha & Tonino Pencarelli , Veronica Skerhakova , Richard Fedorko, Martina Kosikova [2021] : The use of social media and its impact on shopping behaviour of Slovak and Italian concumers during covid -19 pandemic , Sustainability, MDPI , Vol 13,February 2021.
10. Xuqi Chen , Yan Heng, Zhifeng Gao , Yuan Jiang [2022] : impacts of duo regional generic advertising of social media on consumer preference , Agribusiness, John Wiley and sons limited, Vol 38, January 2022.