How Social Media affect consumers’ buying decisions?
One cannot understand consumer’s behaviour completely. However, human behaviour in purchasing situations can be estimated through previous purchasing patterns. Social media is entirely a digital way to connect with consumers directly. Over a past decade, social media has been successful in flourishing businesses by influencing the buying decisions of consumers. Consumers these days are available online easily through mobile, PC or any other device. Access to the internet has given everything to consumers what they want to grasp. They find many easier ways to shop, compare products, find reviews and buy the best products. 74% of consumers rely on social media for making their buying decision. They go through various steps before making a buying decision. They go for need recognition, alternative search, evaluation and purchase decision. Here, social media plays a crucial role for searching alternatives and comparisons. If your business is on social media, you can easily reach your consumers. You can increase brand awareness and influence their purchase decisions.
Traditional media are found to be more inclined towards broadcasting only. The leading social media like Facebook, Instagram, Twitter, Email, LinkedIn and so on are dynamic tools that help facilitate online communication. Social media dims the gap between brand and consumers. The relationship between consumers and brand was less responsive and interactive. But social media has created an open platform for feedback, queries, and online participation.
Many companies get into social media without a proper strategy which leads those businesses to end in despair. Nevertheless, you can amplify your business and influence consumer’s behaviour in your favour if social media is tackled correctly.