Social media communication and consumer decision making: an empirical perspective

2021 ◽  
Vol 1 (1) ◽  
pp. 1
Author(s):  
Sumit Sangwan ◽  
Supran Kumar Sharma
Keyword(s):  
Decision Making ◽  
Social Media ◽  
Consumer Decision Making ◽  
Consumer Decision ◽  
Media Communication ◽  
Empirical Perspective ◽  
Social Media Communication

Impact of Online Social Media on Consumer Decision Making: A Study in Dehradun

2012 ◽  
Vol 3 (5) ◽  
pp. 379-381
Author(s):  
Dr. Aruna Kumar Mishra ◽  
◽  
Narendra Kumar Narendra Kumar ◽  
Abhishek Sharma
Keyword(s):  
Decision Making ◽  
Social Media ◽  
Consumer Decision Making ◽  
Consumer Decision ◽  
Online Social Media

The Role of Social Commerce Components on the Consumer Decision-Making Process

2021 ◽  
pp. 227-239
Author(s):  
Saleh Mohammed Kutabish ◽  
Ana Maria Soares
Keyword(s):  
Decision Making ◽  
Social Media ◽  
Future Research ◽  
Decision Making Process ◽  
Consumer Decision Making ◽  
Social Commerce ◽  
Consumer Decision ◽  
Rapid Changes ◽  
Learning From Others

Rapid changes in commerce, technology, and consumer behaviour are leading businesses to shift their online activities. The popularity of social media pushed online merchants to integrate these platforms into their online presence, leading to the rise of social commerce. Consumers' interaction and participation online create a massive amount of information. The use of social commerce components facilitates the interaction of consumers by sharing their experiences and learning from others' experiences. In this chapter, the authors look at how this process has impacts throughout the consumer decision-making process when making a purchase and suggests directions for future research.

Predicting Consumers’ Decision-Making Styles by Analyzing Digital Footprints on Facebook

2019 ◽  
Vol 18 (02) ◽  
pp. 601-627 ◽  
Author(s):  
Yuh-Jen Chen ◽  
Yuh-Min Chen ◽  
Yu-Jen Hsu ◽  
Jyun-Han Wu
Keyword(s):  
Decision Making ◽  
Social Media ◽  
Training Dataset ◽  
Consumer Decision Making ◽  
Consumer Decision ◽  
Digital Footprint ◽  
Online Social Media ◽  
Decision Making Styles ◽  
Prediction Mechanism ◽  
Digital Footprints

In the past, enterprises used time-consuming questionnaire surveys and statistical analysis to formulate consumer profiles. However, explosive growth in social media had produced enormous quantities of texts, images, and videos, which is sometimes referred to as a digital footprint. This provides an alternative channel for enterprises seeking to gain an objective understanding of their target consumers. Facilitating the analysis of data used in the formulation of a marketing strategy based on digital footprints from online social media is crucial for enterprises seeking to enhance their competitive advantage in today’s markets. This study develops an approach for predicting consumer decision-making styles by analyzing digital footprints on Facebook to assist enterprises in rapidly and correctly mastering the consumption profile of consumers, thereby reducing marketing costs and promoting customer satisfaction. This objective can be achieved by performing the following tasks: (i) designing a process for predicting consumer decision-making styles based on the analysis of digital footprints on Facebook, (ii) developing techniques related to consumer decision-making style prediction, and (iii) implementing and evaluating a consumer decision-making style prediction mechanism. In the practical experiment, we obtained questionnaires and various digital footprint contents (including “Likes,” “Status,” and “Photo/Video”) from 3304 participants in 2018, 2644 of which were randomly selected as a training dataset, with the remaining 660 participants forming a testing dataset. The experimental results indicated that the accuracy increased to 75.88% and proved that the approach proposed in this study can effectively predict consumers’ decision-making styles.

scholarly journals Does social media influence consumer decision-making in times of the COVID 19 pandemic.

2021 ◽  
Vol 1 (1) ◽  
Author(s):  
Meerakkuddy Siraji ◽  
MS. Ishar Ali
Keyword(s):  
Decision Making ◽  
Social Media ◽  
Sri Lanka ◽  
Media Influence ◽  
Marketing Communication ◽  
Consumer Decision Making ◽  
Traditional Media ◽  
Consumer Decision ◽  
Communication Goals ◽  
The Media

The main objective of this study is to examine the effect of social and traditional media on customer decision-making and to find out which of these two in times of pandemics affect more on customer decision-making. A survey was conducted using 250 respondents from Ampara District, Sri Lanka, aged between 20-30. The questionnaires were divided equally into three sets, the first part containing social media-related questions, the other part containing conventional media related questions, and the third aspect of customer decision-making. Results from a survey of 250 young people in Ampara, Sri Lanka show that in times of pandemic where both social and traditional media affect consumer decision-making but social media influence is much greater than the traditional media. The findings show that advertisers need to carefully pick the media to communicate with target customers in order to achieve their marketing communication goals.

The Role of Social Commerce Components on the Consumer Decision-Making Process

2020 ◽  
pp. 209-224
Author(s):  
Saleh Mohammed Kutabish ◽  
Ana Maria Soares
Keyword(s):  
Decision Making ◽  
Social Media ◽  
Future Research ◽  
Decision Making Process ◽  
Consumer Decision Making ◽  
Social Commerce ◽  
Consumer Decision ◽  
Rapid Changes ◽  
Learning From Others

Rapid changes in commerce, technology, and consumer behaviour are leading businesses to shift their online activities. The popularity of social media pushed online merchants to integrate these platforms into their online presence, leading to the rise of social commerce. Consumers' interaction and participation online create a massive amount of information. The use of social commerce components facilitates the interaction of consumers by sharing their experiences and learning from others' experiences. In this chapter, the authors look at how this process has impacts throughout the consumer decision-making process when making a purchase and suggests directions for future research.

scholarly journals The role of influencers in the consumer decision-making process

2020 ◽  
Vol 74 ◽  
pp. 03014
Author(s):  
Stefan Zak ◽  
Maria Hasprova
Keyword(s):  
Decision Making ◽  
Social Media ◽  
Influence Factors ◽  
Vital Role ◽  
Opinion Leaders ◽  
Decision Making Process ◽  
Consumer Decision Making ◽  
Consumer Decision ◽  
The Social

In the contemporary globalised markets opinion leaders play a vital role in the process of the purchasing decision-making of consumers. Thanks to their individual skills, specific knowledge or their personality, opinion leaders have a direct or indirect influence on the attitudes and decisions of consumers. In the contemporary globalised marketing using social media, this role is taken over by the influencers who affect consumers with their thoughts, attitudes and opinions and thus, significantly influence trends in demand for particular products. Over the recent years, influencer marketing has become increasingly popular, representing a specific type of social media marketing. The aim of this scientific contribution is the systematization of knowledge about the position and roles of influencers as opinion leaders in the social media environment in order to identify their typology, influence factors and the intensity of their impact on consumer decision making process, based on the comparison of knowledge from the results of global research studies and the quantitative online research study processed by authors. The findings of the survey showed that the promotion of some products through influencers may be more advantageous than others. Influencers will have the greatest impact when buying clothes, shoes, cosmetics and, surprisingly, services. Meanwhile, people rely heavily on other factors to buy food, jewellery and electronics, but it is not excluded that influencer marketing could affect them as well.

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