Social Press Marketing Effect on Consumer Behavior

In recent times, the term sociable media has emerged as a catchall appearance (Zarrella, 108). It really is a fresh form of marketing that concentrates on starting new horizons for marketers to be able to promote something or service. It is different from the traditional marketing as it mainly stresses on consumer made content guidelines (Zarrella, 109). It includes the use of wide ranging applications that derive from Internet, which derive from the Web 2. 0 technology. Consumer patterns is an important aspect of marketing as it aids marketers to devise strong and strong marketing strategies and techniques. For example, organizations launch new products or services, which can be bought by few customers in the original phase and steadily, there can be an upsurge in the users.

It is vital for a business to devise a solid and robust marketing strategy that would ensure commercial success. The satisfaction of initial consumers would depend on the marketing strategy as their satisfaction and contentment would make an impact on the next brand options of the consumers. (Kim, Fiore, and Lee, 96) Today, organizations are using social media technique in order to change consumers behavior and to win their loyalty. The purpose of this paper is to study the impact of social media on consumer patterns in the lamps of extensive and diverse academics resources (Kim, Fiore, and Lee, 97).


Social press marketing is the proper execution of marketing which consists of internet based applications such as interpersonal networking sites, podcasts, blogs, microblogs, etc and also have become part of the marketing strategy to be able to promote a product or service, improve efficiency of the organization and attain clients. From research, it is noticeable that social media marketing has been used by different group in order to focus on wider audience and to affect consumer behavior(Zarrella, 115).

In the new era of marketing, organizations no longer be based upon traditional types of marketing in order to connect to the consumers. Similarly, consumers have vitality the raise their voices and thoughts. The modern consumer can voice his or her thoughts and opinions in a louder and clear manner as he or she has usage of Twitter, Facebook, websites, websites, microblogs, YouTube, etc. therefore, it is becoming necessary for companies to utilize social media marketing in order to improve just how they conduct their business. Social media plays an important and significant role in changing the buying habit of the consumers. A report conducted by Kim, Fiore, and Lee, focused on studying the value of social media marketing and its effect on consumer behavior (Kim, Fiore, and Lee, 99). The study proven that more than 50 percent companies in america have adopted social media marketing in order to focus on new markets also to win clients. The same research unveiled that more than seventy percent of the users used public media in a single form or another and it gave them the energy and control to do things their way (Kim, Fiore, and Lee, 101).

Study conducted by Chiang and Dholakia, focused on learning consumer habit and social media(Chiang and Dholakia, 177). For this function, three hundred members were interviewed. Eighty percent of the users arranged that social advertising made an impact on the purchase decision. Precisely the same study exposed that users of cultural media are likely to trust interpersonal media more as compared to traditional form of product advert and promotion (Chiang and Dholakia, 179). This clearly demonstrates that social media marketing takes on an important role in influencing the purchase decisions of the users and for that reason, it is important the company utilizes a solid and robust social media marketing strategy in order to win the loyalties of the clients.

Koufaris, Kambil, and Labarbera conducted a study, in which two hundred marketers were surveyed. Sixty percent of the marketers experienced employed social media in order focus on and win new customers (Koufaris, Kambil, and Labarbera, 115). Their review demonstrated that the bond between social media marketing and consumer habit is directly proportional (Koufaris, Kambil, and Labarbera, 120). A solid, well planned and well organised social media strategy to promote a specific service or product is most probably to win the interest of the buyer. Social media changes and affects the buying habit of the consumer. The same analysis demonstrated that the chances of recommending a brandname or product through social media is higher when compared with traditional kinds of marketing (Koufaris, Kambil, and Labarbera, 125). The analysis shown that more than sixty percent of Facebook supporters show the probability of suggesting the brand they use and more than 50 percent of the fans are most likely to choose the product.


Social mass media marketing is the contemporary design of marketing as it specializes in opening new horizons for marketers to be able to promote a product or service when compared with conventional media. In recent times, consumer patterns and satisfaction is becoming an important property for any firm to achieve its position on the market also to increase its profitability. For this function, organizations are using social media approach. From research, it is visible that companies are employing social media to be able to connect to the consumers. Social media has given organizations a fresh way of working and changing the buying habit of the consumers.

Work Cited

Zarrella, Dan. The SOCIAL MEDIA Book. O'Reilly Press, November 2009.

Kim, Jihyun, Ann M. Fiore, and Hyun-Hwa Lee. "Influences of online store perception, shopping entertainment, and shopping participation on consumer patronage tendencies towards an internet dealer. " Journal of Retailing and Consumer Services 14 (March 2007): 95-107.

Chiang, Kuan-Pin and Ruby R. Dholakia. "Factors Driving Consumer Intention to Shop Online: An Empirical Inspection. " Journal of Consumer Mindset 13 (2003): 177-183.

Koufaris, Marios, Ajit Kambil, and Priscilla A. Labarbera. "Consumer Behavior

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