a complete idea on the impacts of social media on consumer behavior

1. IMPACT OF SOCIAL MEDIA ON CONSUMER BEHAVIOR
PRESENTED BY:
UMAIR SAJID
ROLL NO. 15
DEPARTMENT OF PSYCHOLOGY
ABDUL WALIKHAN UNIVERSITY MARDAN

2. SOCIAL MEDIA
 Social media refers to activities, practices, and behaviors among
communities of people who gather online to share information,
knowledge and opinions.

3. MEANS OF SOCIAL COMMUNICATION
 Facebook
 Twitter
 YouTube
 LinkedIn
 Flicker

4. PEOPLE COMMUNICATING VIA SOCIAL MEDIA
 Through social media, consumers now can easily watch an interesting
advertisement on YouTube, while posting their own opinions on Twitter
and sharing it with friends on Facebook.

5. ONLINE ENVIRONMENT USED IN A COMMERCIAL WAY
 Emergence of online stores have turned users into consumers.
 Social media has changed the way of how consumers and marketers
communicate.

6. PRODUCT INFORMATION VIA SOCIAL MEDIA
 Social media provides a new channel to acquire product information
through peer communication.

7. MARKETING VIA SOCIAL MEDIA
 Social media can be used to reach a large number of consumers, taking
better care of the existing ones, finding new one and consequently to
drive business growth.

8. CUSTOMER’S VOICE
 The traditional 'word-of-mouth' publicity has been replaced by the
'word-of-web', as consumers are increasingly referring to social media
sites before making a purchase, greatly influencing buying behavior.
 Brands influence customer choice. Customers influence other
customers. These chains of events affect repurchases, which further
affect future earnings and long term organizational sustainability.

9. CONSUMER BEHAVIOR
 Consumer behavior involves the way individuals, groups or
organizations select, buy, and use products, services, ideas and
experiences, to satisfy their needs and desires.

10. CONSUMER BEHAVIOR
 Consumer socialization theory predicts that communication among
consumers affects their cognitive, affective and behavioral attitudes.
 Social media, especially social networking sites, provides a virtual space
for people to communicate through the internet, which also might be
an important agent of consumer socialization.

11. CONSUMER PSYCHOLOGY
 Before buying a product, every consumer wants to make sure that
the product is the best in its class, and offers good value for money.
 People are more likely to trust those who give an impartial account
of a product rather than a celebrity who is paid to endorse the
product.
 People are more likely to trust those who give an impartial account
of a product rather than a celebrity who is paid to endorse the
product.

12. STAGES OF CONSUMER DECISIONS
1. Need/problem recognition
2. Information search
3. Alternative evaluation
4. Buying
5. Post-purchase

13. INFLUENCE OF SOCIAL MEDIA ON CONSUMER BEHAVIOR:
 Customers are being influenced by social media and the companies
want them to be influenced positively, they need to build a strong social
media presence. That doesn’t mean spamming a bunch of people.
 It requires actually engaging with the company’s target demographic,
building relationships that help the company to earn their trust and their
business. And it requires having actual goals and strategy for social
media campaign by the company.

14. PSYCHOGRAPHIC VARIABLES
1. Perception
2. Learning and memory
3. Attitudes and interactive communication
4. Self-conception

15. DIGITAL GROUPS
 Consumer behavior is influenced by reference groups.
 Consist of people who share the same thoughts, preferences or dislikes
toward products.
 “crowd effect”
 also known as the “wisdom of crowds”
 where the group is considered wiser than the individuals.

16. CONSUMER ADVERTISING
 No ad is as convincing as having someone you trust recommend a
product or service.
 With social media, word-of-mouth advertising can go worldwide in an
instant with a single message sent from a single consumer.
 With some networks, the consumer can communicate with thousands of
people at the click of a button, easily spreading a message about your
company.
 Can be negative as well as positive.

17. Thank you 