How Social Media Influences Your Shopping
Buyer Behaviour Report:
How Social Media influences your shopping behaviour.
Group Members Bopha Soun – S3240240 David James Cooper – S3237119 Hiu Ying Man – S3320346
Course: Buyer Behaviour Course ID: MKTG- 1050 Semester 1 Tutor Name: Brian McCauley At the present time social media is the one of the most powerful ways to shop and advertise online via the use of web-based and mobile technologies; it transforms online communication into an interactive dialogue. Quester, Pettigrew and Hawkins (2011) defined social media as “media for social interaction, using highly accessible and scalable communication techniques.” According to Vithoulkas, social media is more than just the hardware or software which enables it, instead he argues that it is more of a philosophy of communication where honest and transparency is required and information is shared and has the potential to “spread virally very quickly”. For the consumer, social media can be a continual bombardment of advertising and promotion every time we use communication modes, such as the internet or mobile, which may be infuriating for the consumer but increases the market exposure for the seller. This report intends to analyse the effectiveness of social media in influencing the general population to purchase more than presently before.
When large companies, such as Pepsi, invest 50% of their annual advertising budget into Social Media it is obviously a worthy idea for the discussion of marketing professionals worldwide. The buyer behaviour system has been challenged in ranges of high involvement and low involvement alike. Consumer control is now the focus of consumption, when before it was heavily regulated institutionally. Although social media is an inescapable part of every day life it cannot be assumed that it will
How Social Media influences your shopping behaviour.
Group Members Bopha Soun – S3240240 David James Cooper – S3237119 Hiu Ying Man – S3320346
Course: Buyer Behaviour Course ID: MKTG- 1050 Semester 1 Tutor Name: Brian McCauley At the present time social media is the one of the most powerful ways to shop and advertise online via the use of web-based and mobile technologies; it transforms online communication into an interactive dialogue. Quester, Pettigrew and Hawkins (2011) defined social media as “media for social interaction, using highly accessible and scalable communication techniques.” According to Vithoulkas, social media is more than just the hardware or software which enables it, instead he argues that it is more of a philosophy of communication where honest and transparency is required and information is shared and has the potential to “spread virally very quickly”. For the consumer, social media can be a continual bombardment of advertising and promotion every time we use communication modes, such as the internet or mobile, which may be infuriating for the consumer but increases the market exposure for the seller. This report intends to analyse the effectiveness of social media in influencing the general population to purchase more than presently before.
When large companies, such as Pepsi, invest 50% of their annual advertising budget into Social Media it is obviously a worthy idea for the discussion of marketing professionals worldwide. The buyer behaviour system has been challenged in ranges of high involvement and low involvement alike. Consumer control is now the focus of consumption, when before it was heavily regulated institutionally. Although social media is an inescapable part of every day life it cannot be assumed that it will
References: Bruns, A 2009, Social Media: Tools for User-Generated Content, Smart Services CRC, viewed 25 April 2011, Kaster, J 2010, How Social Media is Influencing Your Behaviour, Face book Marketing Intensive @SMX Advanced, viewed by 25 April 2011, < http://searchengineland.com/how-social-media-is-influencing-your-behavior-40615> Quester, Pascale G, 2011, Consumer Behaviour, 6th edition, McGraw-Hill Australia Pty Ltd, North Ryde NSW. Renshaw, M 2010, The Socialized Shopper, The Hub, viewed 25 April 2011, < http://www.hubmagazine.com/archives/the_hub/2010/jan_feb/the_hub34_arc.pdf> Seidman, D 2010, Social media at Deloitte, Deloitte, viewed 25 April 2011, answers 2010, people in the world internet literacy, viewed 1st May 2011