...THE ROLE OF SOCIAL MEDIA EN CONSUMER’S PURCHASE BEHAVIOR This essay is aimed to provide a clearer point of view of the role of Social Media on customer purchase behavior. I will cover a variety of topics related to the current situation, Social Media Penetration, the importance of brand humanization and expectations from Social Networks and clients. This will explain advantages of advertising through the Internet and clarify the reason why Social Networking is not a way to sell products or services directly. Finally, I will talk about the role of Social Networks on purchase decisions. Nowadays, thanks to the Internet, we can connect with others in real time, we can communicate how we feel, our preferences, what we think and also express our views about different topics. This translates into a perfect opportunity for brands to be right in the same place as its customers in order to listen to what they say or think and to have the chance to socially interact with them in order to know their needs and to offer focused solutions. According to a new publication of Media Trend Watch during the current year, the penetration of Social Networks in Western Europe will reach 38,6% over its population and during 2014, the penetration will rise to 41,6% and in 2015 is expected to be 44,2% with 141,2 million users. Today, everybody has access to a social network, both clients and brands and having a group profile or a fan-page has become a must in the industry. It transforms consumers...
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...of the "face-books" of American universities. The "face-books" are publications that universities at the beginning of the academic year, containing the pictures and names of all students and aimed to help students to know each other. In 2006 Facebook was "made public", allowing not only students of certain universities or American schools participate in it, but all the people who have an e-mail can be part of your community. Facebook then became a community of communities, it will connect students, businesses and people can choose to participate in one or more networks. Is a community created by and based on members In February 2007 came to have the largest number of registered users compared to other web sites aimed at upper-level students, having over 19 million members around the world, because it was originally published in English only. TWITTER Twitter is a free microblogging, which serves as a social network that allows users to send micro-text based entries, called "tweets" with a maximum length of 140 characters. Twitter was born in 2006, a number of young entrepreneurs working for the company Odeo Podcasts, Inc., San Francisco, USA, were immersed in a full day of brainstorming ideas.En part of these meetings, Jack Dorsey suggested an idea where you could use SMS to tell small groups what one was doing. It was an idea to keep a group of informed people about...
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...Management Research Vol.1 Issue 11, November 2012, ISSN 2277 3622 Online available at www.indianresearchjournals.com EFFECTIVENESS OF SOCIAL MEDIA AS A MARKETING TOOL: AN EMPIRICAL STUDY ABU BASHAR*; IRSHAD AHMAD**; MOHAMMAD WASIQ*** * Assistant Professor, Brown Hills College of Engineering & Technology, Faridabad ** Assistant Professor, Brown Hills College of Engineering & Technology, Faridabad *** Lecturer, Al-Falah School of engineering & Technology _____________________________________________________________________________________ ABSTRACT In an era where technology prevails, entrepreneurs as well as marketers see the need to keep up with the fast pace of change or risk being outdated. Gone are the days when a pure-bricks business model will thrive well in current market scenario. It is practically impossible to design a marketing strategy without considering social networks. Social media had become really important gradient in today’s marketing mix in general and in promotion mix in particular. Adapting some form of marketing online through social media is a key node for all businesses, especially in an industry where trends constantly change such as fashion and handicrafts. The paper carries out empirical research to understand the effectiveness of social media as a marketing tool and an effort has been made to analyze the extent social media helps consumers in buying decision making. In addition strategies have been suggested for maximizing the effectiveness. Various...
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...The Development of Instagram as a Social Media Tool Introduction More than twenty years after its commercial launch, the internet is now an important distribution channel, as well as an essential basis for consumer information and empowerment. The rise of the social and digital media has revolutionized the online environment tremendously. Novel applications for social correspondence are replacing the traditional mass print media. The social media landscape is an ephemeral place. New networks emerge every time, and it is almost impossible to keep track of what works and what does not work. With the many social media applications, the rise of online visual content sharing has brought about further changes in the social media landscape across various industries (Christiansen, B., Yildiz, S., & Yildiz, E. 2014, 213). The rapid growth of visual content sites such as Instagram, Facebook, Pinterest, Vine, and Twitter demonstrates how visual content has become widespread in social media, particularly in industries such as beauty and fashion, which rely heavily on visual representations and aesthetics. In the current social media landscape, brands are trying out the power of visual content in encouraging consumer engagement. Concurrent to this trend, Instagram is now growing faster than any other social networking site (SNS). According to Pew Research, while Facebook continues to be the most popular social networking site, Instagram appears to the fastest growing (Southern, M. 2014...
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...viral marketing impact on purchasing decision. | 6 | 2.2.2 Determinants of Customer Satisfaction in Fast Food Industry. | 6 | 2.2.3 The Viral makes you aware -How is brand association affected by viral marketing through individual networks? | 7 | 2.3 Fast food restaurants firms’ effort in social media | 7 | 2.4 Dimensions of viral marketing affecting customers’ satisfaction. | 10 | 2.4.1 Promotion | 10 | 2.4.2 Brand Awareness | 10 | 2.4.3 The Brand Trust | 12 | 2.4.4 Brand Association | 14 | Chapter 3 | | 3.1 Conceptual Model and Hypotheses | 15 | references | 16 | Chapter 1 1.1 Introduction Viral marketing is becoming a key instrument in marketing strategies now days, used by a lot of firms to achieve there goals. viral marketing uses the instincts of humans to communicate share knowledge and socialize with each other , due to the wide spread of the internet among all people now days, and the tendency of people from deferent ages to spend more time on the internet to use the social media, some times more than the time spent on watching TV ; viral marketing is getting this advantage as it can penetrate the social networks of any person as easy as a click of a mouse from one friend to defuse among all friends in the same social network, and...
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...Emerging Trends in Social Networking Sites & Their Applications Social networking sites along with their applications in business, government, education, dating and e-shopping, have tremendous global presence and influence and have positively impacted India also. Social networking is an online service, platform, or site that focuses on building and reflecting of social networks or social relations among people, who, for example, share interests and/or activities. Most social network services are web based and provide means for users to interact over the Internet, such as e-mail and instant messaging. With the widespread use of the internet, Social Networking Sites (SNS) have become increasingly popular among people. Social networks provide means for enterprises to capture and build collaborations, partnerships and build informal connections between their stakeholders. SNS websites like Facebook, Myspace, Twitter, Flickr, LinkedIn, Google’s g+, etc. have opened a new era of innovative techno-entrepreneurship which has immense potential to sustain growth and unfold business opportunities. The prowess of these websites can neither be ignored nor underestimated as this would mean restricting the business to a limited sphere in a seemingly limitless world. Social networking sites allow users to share ideas, activities, events, and interests within their individual networks. The main types of social networking services are those which contain category places (such as...
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...creating better band image in the mind of consumers, for example, L’Oreal co-branded a cosmetic line with the Michelle Phan who has series of YouTube videos related to make-up demonstrations and passed over 6 million followers. Based on the previous literature review, it is expected that the influencer’s WOM could have a role in building consumers-based BE. Accordingly, the first hypothesis of the current study will examine this possible effect; H1: influencer’s WOM in social networks is positively associated with building consumer-based BE. Advertising through social networks: Nowadays, the firms’ advertising efforts in social networks are considered huge and tremendously growing every year. One of the main reasons...
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...4/11/2012 SOCIAL MEDIA - AN OPPORTUNITY FOR FASHION BRNDS MARKETING IN CHINA Table of Contents Chapter 1 1 Introduction 1 1.1 Introduction 1 1.2 Background 2 1.3 Rationale of the Research 2 1.4 Problem statement 3 1.5 Aim and Objectives 3 1.5.1 Aim of the Study 3 1.5.2 Objectives of the Study 3 1.5 Research Questions 4 1.7 Significance of the Research 5 1.8 Dissertation Structure 5 Chapter II 6 Literature Review 6 2.1 Introduction 6 2.2 Consumers’ decision making and Internet 7 2.3 Consumer Behavior and Fashion trends 7 2.4 Branding and the Internet 9 2.5 Communication and Fashion 10 2.6 Sustainable Fashion and the Internet 12 2.7 Global Followers 12 2.8 Internet in China 13 2.8.1 The Public Containment 14 2.8.2 The Power of Internet in China 14 2.8.3 Internet and Politics in China 15 2.9 The Use of Internet in China 15 2.9.1 Socio-culture of China and the Internet 16 2.10 Fashion and Marketing 16 2.10.1 Consumer Intention 17 2.11 Summary 18 Chapter III 19 Research Methodology 19 3.1 Introduction 19 2.11 3.2 The philosophy of research - Positivism 20 2.12 Strategies for research 21 3.4.2 Sampling Procedures 21 3.4.3 Questionnaire Designing 22 2.13 3.6 Time Horizon 23 3.7.1 Secondary data Collection 23 3.8 Data Analysis Methods 23 CHAPTER IV 25 Data Analysis &Findings 25 4.1 Introduction 25 4.2 Data Analysis and Findings 25 4.2.1 Gender Distribution 26 4.2.2 Age Distribution 27 4.3 Internet and Social Networks usage 29 ...
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...Effectiveness of Social Network in Marketing Campaign Section I Introduction to the Study Introduction In an era where technology prevails, entrepreneurs as well as marketers see the need to keep up with the fast pace of change or risk being outdated. It is practically impossible to design a marketing strategy without considering social networks. Social network or social media had become really important factor in today’s marketing mix and in promotion mix. Adapting some form of marketing online through social media is a key node for all businesses, especially in an industry where trends constantly change such as fashion and handicrafts. Social network as a marketing tool and an effort has been made to analyze the extent social media helps consumers in buying decision making. Social network is a must in effective marketing campaigns. It is really effective as a marketing channel in terms of brand recognition. With social networking, marketers find it easy to determine and gather the feedbacks for certain products or services offered based on customer's comments without sacrificing much costs and time compared to other marketing channels. Social network also improved customer insights. By the reaction and comments posted by customers, you can gather information about what your customers are interested in. It also directly helps of what they think of your business which will give you an opportunity to improve a certain areas of your product or services. In this stage...
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...Is “Social Media” a Beginning of an Unsocial Community? ─Abstract ─ In the last 10 years, with the development of the technology, “Social Media” concept entered literatures and spreaded quickly and became a powerful material on both individual and institutional perspective. Also it’s growing its power every day. Nowadays, lots of companies could not resist of this power and settled it in their business dynamics to take advantage of social media. Lots of the companies using social media on their marketing strategies and number of firms that use social media on customer feedbacks growing day by day. With these methods, companies are trying to turn over social media threat to an opportunity. The other fact that must be discussed about social media is, collecting personal and demographic data from registered users and there is no method to restrict using of these data for intelligence information and commercial purposes without approval of the users. The other interesting fact is, the number of users that registered only top 10 favorite social networks is more than the population of the world that uses internet. Although there are lower age limits on most of the social networks, the statistics show these rules are breaking. With social networks, information can be shared by thousands of people within minutes. On the other hand, with the use of social media (especially by Y and...
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...300 Case Studies of Social Media Marketing – An e-guide by Roderick Low of Expeditus Media What is Social Media? Social media is best understood as a group of new kind of online media which share the following characteristics: Participation Social media encourages contributions and feedback from everyone who is interested. It blurs the line between media and audience. Openness Most social media services are open to feedback and participation. They encourage voting, comments and sharing infomation. There are rarely any barriers to accessing and making use of content – password protecting content is frowned on. Conversation whereas traditional media is about “broadcast” (content transmitted or distributed to an audience) social media is better seen as a two-way conversation. Community social media allows communities to form quickly and communicate effectively. Communities share common interests, such as a love of photography, a political issue or a favourite TV show. Connectedness Most kinds of social media thrive on their connectedness, making use of links to other sites, resources and people. Need Inspiration? Now that you know what social media is, do you need any inspiration in getting your social media campaign under way? One of the best way to get inspiration for your organization can use social media is to check out what others are doing. This ebook is intended for anyone who wish wants to start a social media campaign, but will be most useful to people working in...
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...“Electronic Word-Of-Mouth Influence Purchase Intension of customers: Case of Social Network” Submitted By Ms. Riddhi Shah ID NO. 542-9245 Submitted in Partial Fulfillment of the Requirement for the subject Individual Research Project Master of Business Administration Assumption University Semester 2/2012 Submitted To: Dr. Vorapot Ruckthum Table of Contents ABSTRACT 4 CHAPTER 1 5 GENERALITIES OF STUDY 5 1.1 INTRODUCTION 5 1.2 TOPIC OF INTEREST 6 1.3 RATIONALE OF STUDY 7 1.4 RESEARCH OBJECTIVES 7 1.5 PURPOSE OF STUDY 8 1.6 METHODOLOGY 8 1.7 RESEARCH DESIGN AND DATA ANALYSIS 8 1.8 LIMITATION 9 1.9 SCOPE OF RESEARCH 9 CHAPTER 2 10 LITERATURE REVIEW 10 2.1 INTRODUCTION 10 2.2 THEORIES 10 2.2.1 Effects of Electronic Word-of-Mouth 10 2.2.2 Observation Learning 11 2.2.3 Influence of Trust on Purchase Intention 13 2.2.4 Source of Information 14 CHAPTER 3 15 THEORETICAL AND CONCEPTUAL FRAMEWORK 15 3.1 THEORETICAL BACKGROUND 15 3.2 CONCEPTUAL FRAMEWORK 21 3.2.1 Explanation of Conceptual Framework 22 3.3 HYPOTHESES 24 CHAPTER 4 26 RESEARCH METHODOLOGY 26 4.1 RESEARCH METHODS 26 4.2 POPULATION OF STUDY 26 4.3 SAMPLING UNIT 27 4.4 SAMPLE SIZE 27 4.5 RESEARCH INSTRUMENT 27 CHAPTER 5 28 DATA ANALYSIS 28 5.1 INTRODUCTION 28 5.2 INTERPRETATION OF DATA 28 5.2.1 Descriptive Analysis 28 5.2.2 Hypothesis Testing 37 ...
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...Brand loyalty and involvement in customers of cellular networks Presented To the Faculty Of The Department of Management Sciences IQRA University Gulshan Campus In the fulfillment of Course “Research Methodology” EDP Code (9140) Submitted to Sir Tehseen Javaid Submitted by Group No # 6 Fahad Ahmed Farooqi (7937) fahad.876@hotmail.com Faraz Ahmed Malik (4255) farazahmedmalik87@gmail.com Farhan Ali Khan (3796) farhan.exe@gmail.com Muhammad Azeem (6834) azeemm950@gmail.com Muhammad Omer Saeed (6835) umersaeed90@hotmail.com Fall 2013 Acknowledgement All praises and thanks are for Almighty Allah Who is the source of all knowledge and wisdom endowed to humankind and to the humanity as a whole. We would particularly like to thank my project advisor Sir Tehseen Javaid and project coordinator for many insights that they provided throughout this report. Their guidance and support proved to be useful tool in making the repot a quality one. The encouragement and assistance of our parents and friends provided us a great deal of wisdom towards the completion of this report. Thank you. Table of Contents Abstract…………………………………………………………………………………….3 1.1 Introduction 4 1.1.1 Statement of The problem 4 1.1.2 Research Objective 4 1.1.3 Research Questions 5 1.2 Review of Related Literature 5 1.3 Research Methodology and Data Collection 11 1.3.1...
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...control of the way we interact with each other. Social media platform's like Twitter are just one of the many ways humans have evolved to communicate with. Social media isn't a new concept known to man. Social media is a computer-based technology that allows its users to share ideas and information on different networks and platforms. The earliest forms of communicating by man were documented by Neanderthals in prehistoric times with drawings and symbols in caves. Since then the way we communicate as a society has advanced, but the concept is still the same. As humans we long for social interaction and social media provides that. Social media was originated as a tool...
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...Overview of Social Networking Sites Social networking is a phenomenon which has existed since society began. Human beings have always sought to live in social environments. The proliferation of social networking sites (SNS) and their pervasion in everyday practices is affecting how Western societies manage their social networks. To a significant extent, SNS have shifted social networking to the Internet. In less than five years, these sites have grown from a niche online activity into a phenomenon through which tens of millions of internet users are connected, both in their leisure time, and at work. There are various factors which have prompted us to consider the implications of these technologies for policy-making. One of these is the willingness of users to embrace SNS as a means of communication and social networking in everyday life. The increasing dependence on technology for basic communication also highlights the importance of analysing how SNS are affecting daily processes. Sites like Facebook, Friendster and LinkedIn are influencing the way users establish, maintain and cultivate a range of social relationships, from close friendships to casual acquaintances. Social network sites (SNSs) are increasingly attracting the attention of academic and industry researchers intrigued by their affordances and reach. Since their introduction, social network sites (SNSs) such as MySpace, Facebook, Cyworld, and Bebo have attracted millions of users, many of whom have...
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