Impact Of Facebook On Consumer Behavior: A Detailed Discussion

Social media and the perception of customers

In today’s time, digitalization has gone on to push all types of marketers across the world to transform the practice of marketing (Asensio, 2017). The necessary level of shift within the different marketing techniques has evolved the behavior of customers and all decision-making capabilities. This paper will lead to present a detailed discussion on impact of Facebook’s on the behavior of consumers.

Social media has led to influence the perception of customers, which can be identified easily as lead to empower their decisions of buying, creation of a brand, engagement of the customers, and develop the world of mouth.

Social media leads to bringing a huge number of opportunities and growth to organizations (Barker, 2017). Facebook leads to present a detailed level of exposure as well as more amounts of sales for the organizations. This is where organizational owners can converse with the customers. Facebook leads to improve the organizational sales as influence the level of consumer satisfaction within the different stages of information research as well as alternative analysis with satisfaction level getting amplified as a customer moves along a procedure to the final decision of purchase and evaluation of post-purchase.  

According to (Chaffey and Ellis-Chadwick, 2019), social media have a high level of impact on the behavior of the customer. Facebook leads to creating awareness in relation to a specific product through an explanation of features, benefits, and many more. Facebook has resulted within the necessary analysis about the different social proofs as the psychological as well as a social phenomenon in which users present the views on the basis of observation and utilization. Examples of social proofs are celebrity endorsement, reviews, results, surveys, consumer testimonials, and many more as the important force in relation to the decisions of buying. According to (Chaffey and Smith, 2017), different types of social proof have emerged because of the individuals’ tendency in relation to imitate the individuals’ behavior around them, and generally, individuals imitate individuals that have influence at a necessary level over them. Detail examples of social proof can be detailed as different types of organizational marketers on Facebook are leading to make the social space transparent through sharing the many reviews, comments, likes, tweets, and pins of the happy customers in relation to present the level of brand trust as well as improve the rate of conversion (Dodson, 2016).

According to (Heggede and Shainesh, 2018), on social media sites like Facebook, customers are sharing the different types of case studies, images, comments which will lead to present a higher level of trust. Facebook has become an important part for buyers as well as sellers. Every social marketer in relation to selling the products and services presents strong social proof within the different forms like testimonials, reviews, trust icons, and many more. Social media leads to improve the rate of conversion. (Jutkowitz, 2017) have referred that whenever Facebook users have signed up for the different social media groups or forums like Flicker, Fark, KOK, and many more in which they are interested then gain the different types of benefits. These see the different types of promotions, discounts, and deals on social media, which leads to influence their behavior of buying.

Importance of social proofs

According to (Lipschultz 2018), social media websites such as Facebook influence the behavior of customers through the presentation of different recommendations from the individuals they specifically trust. Organizations through social media with celebrities and famous people lead to inspire the people and their behavior of buying at an attractive level. For instance, the influential gamer would lead to endorse gaming products and technical products. Different types of customers on social media websites like Facebook at necessary level look up to all these influencers in relation to recommendations as well as advice on different types of products and services. The positive influence leads to encouraging the customers in relation to purchasing the products and services. Social marketing through Facebook works effectively for the brand by attracting more number of customers. (Kingsnorth, 2019) have referred that different types of marketers are leading to replace the celebrities through YouTube, Instagram, and Snapchat influencers. These kinds of influencers are leading to provide their reviews on products as well as services with an attractive presentation on the basis of utilization. These are paid on the basis of views, likes, and comments on their different upload, such as images, videos, and many more. This presents that products and services are beneficial with the utilization and unique in comparison to other products. For example, one of the YouTube stars is recognized as Jessica Kobeissi, who presents the fashion products knowledge of the brands that are loved and purchased through the customers (Thephotoacademy, 2022).  

Through technology such as Facebook in today’s time, customers have become impatient noticeably as all of the anticipations for fast services have doubled through ensuring the detail and attractive presentation of products and services with instant solutions to complaints of customers (Ryan, 2017). A necessary level of exposure to online reviews and forums of the customers enabled us to gain sentimental, actual feedback on different types of products and services. The expectation of the customers in relation to responding to their queries at a direct level leads to influence the online level behavior of the customers. Different types of services such as hassle-free exchanges delivery on a similar day or next day at a quick level are leading to raising the customers’ anticipations across the world. Organizations through Facebook are looking to provide the standards features as well as services to customers on a continuous basis, like similar-day shipping through services of registered professional courier ships on Facebook with tracker and reviews (Ryan, 2021). This supports the brand to develop everything effectively and provide more level of the venue, which wins the level of competition.

There is high importance of Social media sites like Facebook for the student. Facebook has enabled the students to discuss the content of a course at the time of requirement. This is supporting to post queries, sharing different types of information, and discussing with peers whenever facing the challenges at the time of study or preparation of the assignments.

Facebook has enabled to create the compelling content through Search Engine Optimization (SEO). This is enabling to gain the best Facebook to students and others. Through adding strategic SEO to different captions of images, videos, and articles, big social media organizations like Facebook boost the ranking of research. It improves the level of reach and organic visibility on Facebook. 

Influence of celebrities and famous people

This research proposal will be based on the aims and objectives. This will be Facebook’s impact on the behaviors of customers. This has been identified that anyone can post and comment on social media sites like Facebook anything. This has created the challenge to ensure social media marketers to be skilled at a lot of things. These things are content marketing, advertising, social media management, paid media, and many more. 

The inductive approach in relation to the project, such as Facebook’s impact on the behavior of the customer, is utilized as it enables to work with the subjective knowledge about the research challenge (Thomas, and Housden, 2017). An inductive approach in relation to identifying the impact of Facebook on consumer behavior enables to ensure the detailed observation proposed to the research procedures as the important research of observations. It improved the reliability as well as validity level of research results. The inductive approach enabled to gathering data and working with the particular priority to present the Facebook impact on behaviors of customers. Different types of methodologies are required to fill the inductive approach for a digital project, such as the Facebook impact on the behavior of customers. Inductive research will support to include the research of different types of methodologies like patterns and observations. 

Research methodologies like quantitative research and qualitative research are effective in relation to ensuring the effective utilization of the inductive approach. Quantitative research enables to the gathering of numbers from where all data is gathered relied on the many numbers, and a summary is taken from the numbers. It enables to quantify the research all results within the quantitative research. Qualitative research within the case of inductive approach enables to form a better summary within the relations of theories within a data. 

As per the research, it has been identified that ethics is recognized as the important element which plays a significant role in relation to completing every research activity with a high level of reliability as well as validity through meeting the participant’s needs while maintaining necessarily privacy and fill all guidelines (Waters, 2018). Research has supported to choose the effective behavior with accordance of achieving the objective of research and choose right behavior with accordance of achieving the research aim. Many ethical level challenges with the research are plagiarism, copyright violation act, the fracturing of data, hacking, etc., but it is important to consider the challenges and create the right practice in relation to secure the information of participation. There is a requirement to provide the appropriate references and citations resources as per the necessity that presents the information genuineness and supports to appropriate results of research.

Relevant research methods in relation complete the project, such as social media impact on the behavior of the customer, are based on secondary research. Secondary data is recognized as published data. This has been utilized in relation to meeting research aim and objective like identification of impact on customer behavior through Facebook or social media. This has involved different resources like journals, articles, books, websites, governmental reports, and many more. This remains very easy in relation to conducting the research, developing a broad level of understanding, focusing on a deep level, and preparation at an effective level.

Role of YouTube, Instagram, and Snapchat influencers

Timings and schedules in relation to the project, such as social media impact on the behavior of customers, will support to work appropriately and gain the desired results.

Schedules and timelines will include a detailed discussion about the different types of topics. In case of the topic, social media impact on the behavior of customer will be included with an explanation about the general approach for an investigation that takes the time period of two days, methodologies took the time period of three days, methods for the proposed data collection, analysis, and interpretation took the time period of three days, and discussion in relation to ethical consideration took the time period of one day. 

There are different types of risks linked with the Social media project. These could lead to threatening the ongoing creation or delivery of the project or successful project completion. These are a risk in utilizing the different services, lack of research, and many more (Wilson, 2019). Social media by online level channel involves the utilization of search engine optimization and search engine marketing, and the absence of utilizing all these can lead to an outflow of outdated information. Through utilizing all these kinds of services within an inappropriate way can lead to open the research to many types of risks. Because of the variety in the availability of the metric analysis techniques, there is a high level of pressure in relation to selecting the most effective technique particular to the research. Moreover, there is risk in relation to spreading over targeting the inappropriate research leading to less importance to the deep level of research.

The danger in social media marketing through Facebook is a low level of research, particularly within the relation of audience analysis. The main initial procedure in relation to tailoring the project through the online channels is targeting as per the different elements. No explanation about the target segment for the project can open up the risk such as waste of money, sources, and failure of accomplishing the project objectives. Moreover, there is the added risk in relation to the information bombarding targets and information being lost within the advertisement on the internet. Without the specific level of segmentation procedure of data analysis is rendered ineffective.

Conclusion

In the limelight of the discussion, it can be referred that Social media is an important technique which helps to influence the customers’ perception and lead to improving the level of organizational profitability. This discussion has presented a detailed level of discussion about the research approach, methods, and methodology. In the end, the discussion has explained the schedule and timescales to complete the Social media project.

References

Asensio, A. (2017) World Wide Data?: The Future of Social media, E-Commerce, and Big Data. New York: Business Expert Press.

Barker, M. S. et al. (2017) Social media marketing?: a strategic approach. Second edition. Australia: Cengage Learning.

Chaffey, D. and Ellis-Chadwick, F. (2019) Social media?: strategy, implementation, and practice. Seventh edition. Harlow, England: Pearson.

Chaffey, D. and Smith, P. R. (2017) Social media excellence?: planning and optimizing and integrating online marketing. Fifth edition. London, [England]?;: Routledge.

Dodson, I. (2016) The art of Social media?: the definitive guide to creating strategic, targeted and measurable online campaigns. Hoboken, New Jersey: Wiley.

Heggede, G. and Shainesh, G. (2018) Social media marketing?: emerging concepts and applications. Singapore: Palgrave Macmillan.

Jutkowitz, A. (2017) The strategic storyteller?: content marketing in the age of the educated consumer. Hoboken, New Jersey: Wiley.

Kingsnorth, S. (2019) Social media strategy?: an integrated approach to online marketing. Second edition. London?; Kogan Page Ltd.

Lipschultz, J. H. (2018) Social media communication concepts, practices, data, law, and ethics. Second edition. New York, New York?; Routledge.

Ryan, D. (2017) Understanding Social media?: marketing strategies for engaging the digital generation. Fourth edition. London: Kogan Page.

Ryan, D. (2021) Understanding Social media?: a complete guide to engaging customers and implementing successful digital campaigns. Fifth edition / Damian Ryan. London, United Kingdom: Kogan Page.

Thephotoacademy, 2022. Jessica Kobeissi, Fashion Photographer And Youtuber. [Online]

Available at: https://thephotoacademy.com/en/magazine/jessica-kobeissi-fashion-photographer-and-youtuber

[Accessed 07 02 2022].

Thomas, B. and Housden, M. (2017) Direct and Social media in practice. Third edition. London, England: Bloomsbury Business.

Waters, A. (2018) Confident digital content?: master the fundamentals of online video, design, writing, and social media to supercharge your career. London, England: Kogan Page.

Wilson, L. (2019) Data-driven marketing content?: a practical guide. Bingley, UK: Emerald Publishing.

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