how have social networking websites affected consumers' decision making process?
Nowadays, with the advances in new information and communication technologies, there has been a trend toward spending a lot of time in virtual communities and online social networks. We define online social networks as web-based communities that provide service for participants to build up their own profile in this system, to share information and views of points, and to communicate with friends or strangers by utilising some virtual tools (Furht, 2010). It is of great significance to discuss the influence of social-networking websites on customers, since this may help companies to formulate reasonable marketing strategy and boost sales. This essay will explore how those virtual social networks affect people when they make buying decisions.
It is undeniable that social networking sites have an enormous impact on consumer decision-making, since they help to stimulate consumers’ potential needs and purchasing desires (Baskin, 2010). Many companies take advantage of sophisticated media technologies and promote their products on online communities in the form of texts, pictures and videos. Consumers can have a better understanding of the products and therefore grow interests in these products (Hua, Mei& Hanjalic, 2011). This is particularly the case for those customers who do not have a clear purchasing intention and are likely to buy a product on impulse; they are more likely to be attracted by what businesses post online and be motivated to buy.
Another point to note is that social media have a large impact on the information seeking step of the consumer decision making process. Many companies organise interactive activities and communicate with end-consumers directly in virtual communities. This means that businesses build up a stronger relationship with netizens and increase customer involvement, which helps to win consumers’ confidence ultimately (Mondorf, 2011). As a result, people may pay more attention to those trustworthy brands and products
It is undeniable that social networking sites have an enormous impact on consumer decision-making, since they help to stimulate consumers’ potential needs and purchasing desires (Baskin, 2010). Many companies take advantage of sophisticated media technologies and promote their products on online communities in the form of texts, pictures and videos. Consumers can have a better understanding of the products and therefore grow interests in these products (Hua, Mei& Hanjalic, 2011). This is particularly the case for those customers who do not have a clear purchasing intention and are likely to buy a product on impulse; they are more likely to be attracted by what businesses post online and be motivated to buy.
Another point to note is that social media have a large impact on the information seeking step of the consumer decision making process. Many companies organise interactive activities and communicate with end-consumers directly in virtual communities. This means that businesses build up a stronger relationship with netizens and increase customer involvement, which helps to win consumers’ confidence ultimately (Mondorf, 2011). As a result, people may pay more attention to those trustworthy brands and products