Social Media and Consumer Interaction

Chapter 1: Introduction

1.1. Background of the Study

As of late, the online condition is seen by clients from another point of view, financially. Its advancement and the development of online stores have transformed clients into purchasers. Additionally, the most vital part of web-based social media networking has changed the method for how customers and advertisers impart. (Hennig-Thurau et al., 2004). Nowadays the advances in Information and Communication Technologies (ICT) have conveyed exceptional open doors and difficulties to consumer choices as a data. Right now, the Internet is advancing into a web of progressively intuitive correspondence stages, which is by and by changing the virtual scene of purchaser practices. The developing ''Web 2.0'' is guaranteed to be more participatory and comprehensive, as it enables clients to create, publish, and remark on digitized content around the world. It gives a new generation of innovative apparatuses, empowering clients to create online groups and systems by teaming up and dispersing Internet content and redoing applications (Vickery and Wunsch-Vincent, 2007). Web 2.0 is characteristically aggregate; it is not anymore only an enlightening medium, but an innovation that supports, increases, and adjusts social associations and correspondence (Weinberg, 2009). In that capacity, the data age has step by step turned into the social age. The scope of social intuitive devices and correspondence systems have been produced to make client created content and empower buyer conduct with web administrations, for example, group or informal communities, content evaluations, sites and gathering (O 'Reilly, 2005). Web 2 0 is characterized by Tim O 'Reilly (2005) as another name for web advances and customer conduct to encourage client support and connection on the web. This virtual condition has presented the term of online networking such as social media which has moved toward becoming another part of incorporated advertising interchange and enable s associations to build up solid associations with their potential clients. Online networking can be referred as PC based devices that permit people, gathering of people, organizations and different companies to utilize, make, offer or trade data. It can be like thoughts, video sentiments, feelings, articulations, perspectives, pictures, and recordings. Online networking such as social media is Web 2.0 Internet-based application. Buyers' online conduct is creating at a quick rate. Purchasers are partaking in an assortment of exercises extending from expending content, taking an interest in discourses, and offering information to different customers to adding to other shoppers' exercises. This dynamic buyer conduct is changing the media and promoting the scene as shoppers are attacking organizations' advertising circle (Berthon et al., 2008). With the massive enthusiasm for online networking and User Generated Content (UGC) on sides, for example, YouTube, Twitter, Facebook, LinkedIn, Instagram and so on, purchasers are believed to be currently adding to the marking content.

1.2. Problem Statement

The examination proposes to research the connection between the web-based social networking impact of online clients, the conduct goals of customers decision, and the part of web-based social networking impact in purchaser basic leadership process. The methodology of data look online is embraced by customers to decrease the risk associated with a buying choice. Shoppers can without much of a stretch to acquire data about products or services through online networking such as social media before making a buy. This exploration is centered around making both viable and scholastic commitments. Scholastically, it serves to overcome any issues between basic shopper leadership and the impact of online networking reference bunches in framing feeble or solid relationship with purchasers. (sloanreview.mit.edu)

1.3 Research Aims and Objectives

The exploration intends to examine the routes in which web-based social networking impacts basic buyer leadership amid an online buy. The different routes in which a web-based social networking gathering or group is utilized as a source of perspective, the courses through which such gatherings or groups are gotten to, and routes in which data is gotten to from these gatherings by customers are researched. We introduce an applied structure for web-based social networking exercises considering various levels of shopper info and purchaser inspiration. (onlinelibrary.wiley.com). Correspondingly, the objectives of the study can take the following form.

To scrutinize the impact of what are consumer doing social media and feedback.

To evaluate the impact of social media affect consumer motivation, confidence to buy goods online and willing to pay.

To analyze the possible solutions relating to of influence played by Social Media at the various stage of consumers’ purchasing decision-making process and consumer choice.

The goals of the exploration are to discover what is the correct part of the impact played by Social Media at the different phase of shoppers' buying basic consumer choice process. The exploration endeavors to discover in Social Media effect on purchasers can be affected by various factors, for example, social foundations and particularly nationalities. This is of enthusiasm since buyers may have inclinations to be pretty much affected by Social Media as per their social foundations.

1.4. Research Question

RQ: How does the increasing influence of Social Media on consumers choice and purchasing decision-making process differ according to the different stages?

1.5 Significance of the Study

The recent research on buyer movement in online networking and on client created content has inspected the inspirations for utilizing or not utilizing web-based social networking (e.g., Stop et al., 2009; Raacke and Bonds-Raacke, 2008; Baker and White, 2010; Shao, 2009). It has been recommended that shoppers are either dynamic as publications or supporters or passive as customer or purchasers of substance (e.g., Schlosser, 2005; Shang et al., 2006; Shao, 2009). In an online brand group setting, rehearse arranged research has concentrated on depicting the practices identified with mark groups (Schau et al., 2009). In any case, what is inadequate in existing exploration is a definitive examination of the diverse levels of exercises shoppers take part in. The outcomes acquired from this exploration could offer extensive confirmation on the impact web-based social networking has on web-based promoting. Research via web-based networking media advertising is generally new in promoting research. Irrelevant research exists on interrelating online networking marketing and its impact on the purchaser-consumer choice process. This examination concentrates for the most part on internet shopping, web-based social networking, and reference aggregate impact on basic shopper management. Along these lines, the hypothetical commitment of this examination helps fill in the hole in past literature.

Chapter 2: Literature Review

2.1. Chapter Overview

A literature review of this exploration proposal includes various past speculations on consumer choice out of numerous conspicuous researchers hailing from the various school of opinions. In this section, all the related theories have been listed regarding their significance with social media, the current period that tends to drive consumer behavior and choice. The chapter has further sought to present a preliminary understanding of the selected research topic and likewise focus on ensuring that theoretical data is collected to support the primary findings in the fourth chapter.

2.2. Increasing Application of Internet and Social Media

Web and virtual groups bring converted consumers, societies, consumers and companies with totally spread get to information and data, preferred person to person communication such as social networking and improved correspondence abilities (Kucuk What's more Krishnamurthy, 2007). Therefore, social networks would have characterized a chance to be websites which join millions from claiming clients from throughout the universe for the same interests, hobbies, and views. Blogs, Myspace, YouTube, Facebook, are illustrations of Online networking that would prominent around know level from claiming customers (Sin, et al. 2012). Internet users are utilizing numerous formats online services such as podcasts, blogs, social networking, wikis, bulletin, and boards. Mainly share thoughts are service, product, contact other consumers and brand, more objective sources of information. (Kozinets, 2002). As per Hanna, Rohn & Crittenden (2011), the main social media aspects comprise of promotions and advertising regarding the popularity that have been developed marketing initiatives. Mangold & Faulds (2009) has further opined that online networking such as social media also has an impact upon shopper’s self-destructive considerations along with conduct from the majority of their data securing to post buy behavior such as disappointment proclamations alternately practices regarding an item interchangeable by an organization. The new development shares the information quickly and globally using online communities and electronic network through the relationship that is being developed as a result of social media communities (Molly McLure & Samer 2005).

2.3. Understanding the Concept of Social Media

The social media networking sites provide to chance to businesses to participate and cooperate with possibility customers, energize an expanded sense for closeness with consumers, and exceptionally all-important relationship with possibility customers (Mersey et al. 2010). Organization compelling reason will separate by the company or image of the brand concluded which on impart distinguishing advantages and positioning of the item. Social media platforms emerged over the years has been empowering the customers towards producing content based on their social interaction. There would be some people claiming from social media platforms that need to be encouraged with data imparting. For example, a free online encyclopedia and Wikipedia, both are the most popular platforms where people search for information related to a particular product or brand (Chen et al. 2011a). Chris et al. (2008) have further determined that additional platforms with the ability to generate reviews and ratings, such as Amazon have enabled customers to place their thoughts about a particular product or services further enabling the companies to improve on their mistakes. Also, members of these platforms are cooperatively interdependent, and the feedback can be regarded as genuine or authentic. Füller & et al. (2009), opined that, by using social media, consumers can create content and offer valuable advice to others as a part of word of mouth. Eventually, perusing utilizing social media, purchasers could make substance and offer important exhortation to others. In this regard, social media accessible to people towards connecting with each other and form a specific community out of the same altogether (see figure 1 below). Following social media, people are able to distribute, play, share, buy, build a network and localize their contacts which were otherwise not possible during traditional marketing era. These Online networking would accessible with respect to diverse sorts about devices, permitting in this way individuals to join starting with all over.

Social Media contains a different type of categories; there are Blogging (word press, type pad), Blogs are frequently updated diary and online personal journal, Twitter is greatest revolutionary invention social networking site, Microblogging mainly useful Friend Feed and Twitter. Social networking such as Orkut, Plaxo, Ning, Myspace, Facebook and LinkedIn. Google operates Orkut and very active, Myspace is a social networking website, Facebook is leading community website. LinkedIn is the mostly useful pure business site. Multimedia sharing is video service, upload, watching and observation everyone using YouTube and Flickr. Instagram is a social networking service such as video sharing and mobile photo sharing. Wikis are most powerful Wikipedia all type of information sharing. Social bookmarking sites are Digg, Stumble Upon, Delicious, Digg and Stumble and Reviews and opinions contain are TripAdvisor, EHow and so on ((Kumar & Agrawal, 2017).

Here’s our list of 10 types of social media and what they’re used for:

Social networks—Connect with people Media sharing networks—Share photos, videos, and other media Discussion forums—Share news and ideas Bookmarking and content curation networks—Discover, save and share new content Consumer review networks—Find and review businesses Blogging and publishing networks—Publish content online Interest-based networks—Share interests and hobbies Social shopping networks—Shop online Sharing economy networks—Trade goods and services Anonymous social networks—Communicate anonymously

At present, the consumer well-uncovered sorts of social media can be purchase the goods decision-making process by groups. Meantime, Social Media access using different uses and various way. The impact influence on their utilization consumer choice making procedure could be reflected in different degrees and different structures. It could be a chance to be in this way confounded with define what will be those accurate process.

2.4. Consumer Choice of Social Media

The literature review will provide consumer choice of social media further research of Mead’s theory of Symbolic interactionism and apply to social media. It will stand beneficial in conformity with the study as how many social media consumer setup hyperlinks that hold an effect on their shopping decision and choice. Symbolic Interactionism Theory is formulated by Blumer (1969) and came from Dewey (1981), argues that people are best clinched alongside in a practical, intuitive connection to their environment. And the theory consists of three essential principles there are meaning is a central aspect of human behavior, Language is humans identify meaning in speech acts with others, and thought is a mental conversation that requires different points of view. These fundamental principles prompt finishes around those making of a person’s self and socialization under a bigger group of the community (Griffin, 1997). The previous theory is modified Hyper Symbolic Interactionism theory mainly consider the advent of the Internet and the invention, Lynch & McConatha (2006) argues that new sort of reality formation of symbols found digitally, such as smallest sample is 1 and 0 this means the complex current advertisement and commercial produced daily. Larger symbols and symbolism that these points make prompt new qualities What's more standards not the same as different non-digital groups.

Currently, a Bird looks for different investigations need to be been provided for here that portrays the relationship between Online networking such as social media and consumer’s self-destructive considerations and conduct. As stated by Drell (2011), 20% clients about Facebook use that acclaimed Online networking on look a product in the recent past its purchase, what’s more, 42% inquired over an item toward on the web intends. This examines analyzed the internet conduct from claiming social media shoppers and indicated two primary classes about the web sharing: high sharers and low sharers. 20% of teenagers are high sharers keen on electronic instruments and high-quality brand items. 80% low sharers online consumers are older keen to quality rather than brand. (Consumer’s Behaviour and Effectiveness of Social Media). An investigation made done 2009 reveals to that extensive majority of the topmost 100 organizations as stated by web retailer required a profile around Facebook (79%), Twitter (69%) alternately both (59%). (What’s in a retail email? 2009). An investigation about Deloitte Touche´ USA uncovered that 62% about US customers perused consumer-created internet reviews also 98% of them discover these reviews dependable enough; 80% about these buyers said that perusing these reviews need to influence their purchasing intentions (Industry statistics).

Furthermore, other study social media usage in the United Kingdom statistics & facts Social media websites used for powerful networking common part of life in the UK. The recent research on the beginning of 2017, over 39 million users using social media and estimates increase up to 42 million users. In November 2016, Facebook users 67% of online adults also the UK mostly users recently visit social networks follow the Youtube. (Statista.com).

Therefore, this research makes the decision individuals responded more of the news around Online Networking such as social media Similarly as contrasted with news media. Web alternately Online networking may be a critical and more engaging device around to impact those choice making about individuals and source of the majority of the data.

Chapter 3: Research Methodology

3.1. Research Design

The understanding method to write the dissertation was structured about the research onion philosophies (Saunders et al. (2007, p117). Utilizing that method helped me with proficiently structure the research methodology by assessing and applying the three different onions layers, there are Interpretivism, realism, and positivism. (Figure 1.2) Interpretivism is a strong connection for the genuine facts on which sizeable stress is provided, the values and convictions against those people that would previously, restricted or in turn included in the consider past constantly on the debate. Positivism is collecting the data concerned it will equivalent to realism. Another layer is using for further research such as the best structure and specific aspect carry out the research proposal.

3.2. Research Approach and Justification

According to Saunders et al. (2007, p117) argues that two types of approaches, there are Deductive Approach and Inductive Approach, deductive approach more specific collecting Quantitative Research information, the Inductive approach is Qualitative Research collects subjective information and flexible plan structure. Quantitative research method should be descriptive design also deductive approach is most suitable this research proposal.

Justification: Likewise, distant concerning illustration our suggested investigation qualitative is concerned, it expects to utilize qualitative methodology to help its former set research destinations past everyone debate. Concerning illustration, the secondary researches or qualitative tools analyzing the investigate data, it will be of the character with misuse qualitative examination methodology should serve a reason for existing. (deborahgabriel.com)

3.3. Research Strategy

Saunders et al. (2007, p135) suggest that research strategies that useful for a case study, experiments, surveys, archival research, grounded theory, and ethnography. I have used suitably for my research strategies to survey collecting from data research questionnaire from survey monkey. Questionnaire contains two parts, first part self-administered open end question getting a large amount of quantitative data from consumer respondents’ social media, second part three open question scholar getting more information social media on consumer choice useful for qualitative research.

3.4. Data Collection

Saunders, Lewis & Thornhill (2012) argues that two type classification data souring methods there are a primary source and secondary source both are useful scholar research proposal. Primary research data collected from the questionnaire. Secondary research most extensively used the technique for data collection, the data already collect, and the process involves accessing information from primary research.

Saunders et, al (2009, p321) suggests that three type of primary qualitative data there is semi-structure interview, group (survey), focus group (observation). Primary data is flexible for controlling gathering data scholar for a specific purpose, mainly research purpose this is relevant, recent and accurate data. These data collect physically or actively all by himself as floating of the questionnaire, a personal interview or a group of consumers.

Secondary data is realistic sensible information’s are gathered from internal and external sources such as newspaper, e-books, journals, periodic reports of companies, government publication, a trade publication, magazines, and blogs. Secondary data is providing more information quickly, low cost and easy to find the sources and take less time than primary research. The scholar first composed secondary data, because Important for investigation, data collection, Important for investigation and finishes conclusions from the primary research comparing for past scholar meets prospects. The large group of questionnaires is the greatest way of collecting primary data from 100 consumers, close and always question good design for statistical research. The scholar will get collecting data from 20 questions contains questionnaire, the advantage of primary data is a scholar is collecting information for social media on consumer choice, then research objectives with quantitative analysis.

3.5. Research Choice

Saunders et al. (2007, p145) argue that the scholar has the choice between there type of different research methods, there are mono-method, the mixed methods and multi-methods, the scholar using this dissertation mixed methods.

Quantitative Research data is collecting from the questionnaire (Appendices 1) alongside measured in units of estimation, set under categories and ranking in order, then make frequency table using bar charts, pie charts, and histograms analyzing research proposal. Qualitative Research is not alongside numerical forms such as diary accounts, open-ended question, observation and unstructured interviews; this data is descriptive useful for the humane or social problem, appreciate people or group credited and constructs severely test comprehension which people thick depth or feel.

3.6. Ethical Consideration

According to Saunders al (2009, p187), argues that ethical issue very important during the research project, the carrying out a research study, any information they disclose in the questionnaire is very confidential and purely purpose of the research project. Their investigation in a safe place that cannot be found by a third person. I will need assurance anonymity of any personal data provided.

3.7. Limitation of the Study

The basic limitation is the research carried out in the native country also time boundary, financial cost, access to consumer, fluency language and time allocated secondary research. The limitation also included the time barriers since the dissertation has required extensive researches and hence the use of statistical tools has not been considered appropriate or relevant in this study. This has further affected the accuracy and reliability of the research to an extent.

Chapter 4: Data Analysis

4.1 Overview

In this particular chapter of the research, the focus would be mainly on analyzing and evaluating the findings that have been acquired from the questionnaire survey with the respondents in context of the objectives of the research study. The questionnaire for this research study mainly aims towards investigating social media and its influence upon the choice or selection of the customers further influencing their purchasing behavior in a significant manner. The sample size considered in this regard is 50 where most of the respondents have entered has presented their thoughts for this research study in a comprehensive manner.

4.2. Questionnaire Survey

In the first questions of the research study, the respondents were enquired whether they will be agreeing on associating with any particular brand by the information that has been acquired from various social media or networking sites such as Facebook, Twitter or YouTube. In this context, most of the respondents, i.e. 40 out of 50 has said that they will prefer to purchase from a brand on the basis of their social media information while 10 out of the 50 respondents claimed that they would not be doing so. The graphical representation of the findings received has been presented hereunder.

In the second question during the questionnaire survey, the respondents were enquired in terms of the social media sites or networks they are currently associated with or using it. In this context, the respondents were provided with the option of various social media sites and networking mediums such as Facebook, Twitter, LinkedIn Instagram and others. The respondents were provided with the option none if they are not involved in the use of any social media platforms. In this regard, a diverse range of responses has been gathered, but the wider use and popularity of Facebook amid the people was apparent from the data collected. As per the data acquired, it has been noted that most of the people are familiar with the use of Facebook as the social media tool for communication. This is because around 30 respondents have determined that they use Facebook on a regular basis while only 6, 4 and seven respondents had determined that they make use of Twitter, LinkedIn, and Instagram on a regular basis respectively. It has also been noted that one of the respondents has been using YouTube as a part of his/her social media networking services. To get a better understanding of the findings of this research study, the graphical representation of the data has been presented in detail hereunder.

It has been noted that in the third chapter of the research study or the survey, the respondents were enquired about the key reasons owing to which they make use of internet in their day to day operations or connectivity. In this regard, the findings of the study have determined that 9 out of the 50 respondents make use of internet and social media with the intention to purchase products and services online. In a similar context, around 6 out of the overall 50 respondents has also said that they make use of social media with the intention to conduct their day to day activities especially the work that they are being assigned. In a similar context, around 10 out of 50 respondents have also claimed that they make use of social media or internet solely for entertainment. It has been noted that 16 out of the 50 respondents make use of the internet with the intention to use social media sites to communicate as well as connect with people in different parts of the world. Only a mere 7 people out of 50 have stated that they make use of the internet to collect study materials. Hence, it is quite clear that there is a large number of activities that are being conducted by people as a part of their day to day use of the internet. The graphical representation of the findings for this particular question has been presented hereunder.

In the next question of the study, the respondents were asked specifically about why they make use of social media with further providing diverse range options to choose from. In this regard, it has been noted that the respondents have various reason as a result of which they make use of social media sites. In this regard, around 10 respondents out of the overall 50 respondents have determined that they make use of social media sites to connect and communicating with people since it is the easiest means through which the people can be able to reach the distant person in a short span of time. It has also been noted that another 19 people out of the 50 overall respondents make use of social media with the intention to connect or reach to their family members at distant places. However, a part of the objectives for this particular research study, around 13 out of the overall 50 respondents make use of social media within the intention to be aware of the various deals and promotional activities of companies regarding products and services. However, it needs to mention that around 8 out of the overall 50 respondents did not say anything and share their views about the use of social media on a day to day basis. Some of the respondents have depicted that they make use of social media to check news feeds and advertisements while some of the respondents tend to believe that they are using social media as a part of getting their daily entertainment does. The graphical representation of the overall findings for this particular question of the study has been presented hereunder.

In the next question of the survey, the respondents were enquired about whether social media is an effective tool through which companies can be able to reach to the customers about the choice that they make while purchasing a particular product or services. In this context, it is also noted that this study has been conducted mainly with the intention to understand the nature of the choice of the customers that they make regarding a particular product or services and how social media influences the same. The respondents in this regard have depicted that social media is indeed an effective tool through which companies can be able to reach to the customers regarding influencing their choice about a particular product or services. This can be justified from the fact that around 44 out of the overall 50 respondents has said yes for this particular question while the said no to the same. This shows that social media is indeed a major source of communication for the companies to reach to the customers at large. The graphical representation of the findings of the study has been presented hereunder.

In the next question of the survey, the respondents were enquired about the frequency of their use of social media about the various activities that have been mentioned in the earlier question of the survey. In this regard, it has been noted that around 28 out of the overall 50 respondents make use of social media on a regular basis as they have always selected for this answer. Correspondingly, as much as 12 out of the overall 50 respondents has claimed that they are involved infrequent use of social media which can few times every week depending on their need for the specific activities they conduct with the application of social media. In a similar context, around 8 out of the overall 50 respondents has determined that they make very little use of social media which can be like which can be like once a week or one month. 2 out of the overall 50 respondents has determined that they never make use of social media. The graphical representation of the findings has been presented hereunder.

In the next question of the survey, the respondents were asked about the types of products or services for which they make use of social media effectively. For this particular question, the respondents were provided with options such as clothes, electronics, and others. In this context, as much as 18 out of the 50 respondents has determined that they make use of social media to purchase or looking for clothing products. In a similar regard, as much as 9 out of the 50 respondents has claimed their answer to be electronics which they search or purchase by making use of social media networks. 4 of the respondents has further depicted that their use of social media is mainly to search and purchasing household products or appliances. Notably, as much as 6 respondents have claimed that that make use of social media for searching and purchasing entertainment-related products or services while another 3 out of 50 make use of social media for travel purposes. 4 people out of the overall 50 respondents has depicted their responses to be specific like writing reviews for products purchased or merely having communication with other in terms of the use of social media. The graphical representation of the findings has been presented hereunder.

In the next question in the survey, the respondents were enquired about their gender. In this regard, it has been noted that around 37 of the 50 selected respondents were male while the rest of the 13 respondents were female. In this regard, it can be depicted that data gathered in this particular research study from the survey is mostly male-centric and have very less version of how the female population or the customers make use of social media on their day to day activities. The graphical representation of the findings has been presented hereunder.

In the next question of the survey, the respondents were acquired about their current age on the basis of their last birthday celebration. In this regard, it has been noted that around 18 out of the 50 respondents is in between the age of 20-30 while another 11 falls in between the age group of 41-50. In a similar context, around 9 respondents have depicted that they are in between the age group of 31-40 while another 4 people have claimed that they fall above the age group of 60. Only a mere 3 and 5 people respectively fall under the age group of 20 and 51-60 respectively. This aspect further shows that the findings of this study are quite diverse specially in context to the manner in which people from different age group has been taken into consideration. This also shows that the findings can be regarded as genuine and applicable across all age groups regarding the extensive use of social media. The graphical representation of the findings has been presented hereunder.

In the last question of the survey, the respondents were enquired about how likely they are going to get influenced to purchase a particular set of products or services on the basis of the information that has been received from any of the social media platforms that have been discussed in the earlier section of the study. In this context, most of the respondents have claimed that social media forms a major part of their day to day activities and it has one of the major sources from which they get information regarding a particular set of products and services. This is further believed to have a major influence on the manner in which these people purchase or tend to select products and services that are being offered by the companies. This aspect also shows that social media indeed has a considerable impact on the manner in which companies tends to influence the purchasing pattern and choice of the customers at large.

4.2. Discussion of the Findings

This particular research study has been mainly focused towards understanding the manner in which internet and social media has an impact on the manner in which companies influence the buying preferences and choice of selection of the customers. In order to get a better accomplishment of this particular research objectives, it will be quite crucial to evaluate the data that has been acquired from both primary and secondary sources throughout the process of conducting this research study. As per the data that has been acquired from the secondary sources, it can be determined that social media forms a major part of the day to day activities of the people in the modern-day society. It is quite vital especially in context of communicate with others in distant places and efficiently connecting with them. The use of the internet and social media in the marketing and e-commerce domain has also been highlighted apparently during the process of conducting the literature review. The researches of Schau et al. (2009), Schlosser (2005) Shang et al. (2006) and Shao (2009) has determined that online networks in the recent times have enabled the customers to create their content as well as idea regarding the efficiency and quality of the products and services that are being offered by various companies in the marketplace. The studies have highlighted the aspect that shoppers at different levels can exercise their power of reviews and ratings as a particular buyer. The outcome from the literature search has further determined the power of web-based platforms regarding marketing and promotions of the companies and subsequently the choice of the customers towards the selection of a particular product or services. In this context, the information that has been collected from the survey has determined that most of the customers or the people are involved with the use of social media on a day to day basis, and they are quite active regarding the offerings of products and services from the end of the companies. In this regard, around 28 of the overall 50 respondents has depicted that they make use of social media always that means on an everyday basis. This shows that they are aware of all the latest development that is prevalent within the social media domains. Studies conducted by Sin et al. (2012), Krishnamurthy (2007) and Kozinets (2002) has determined the extensive use of social media with regard to the presence of various web-based platforms. These studies have clearly mentioned that the web base platforms are clearly able to provide an option for the customers to be able to come up with numerous consumer-based communities on the basis of the corresponding abilities of the companies. In this context too, the findings of the primary data can be taken into consideration in this study. It is notable that many of the respondents during the primary study has affirmed that they make use of social media for the purpose of purchasing products and services. This also shows the extensive use of social media by the customers and how companies can be able to influence the same towards their own benefits to be able to make sure that the business is able to bring in the choice of the customers in the favour of their own brands. The studies of Mangold & Faulds (2009) and Molly McLure & Samer (2005) has further determined that social media has enabled the companies with a self-destructive consideration where they can collect data that helps in building relationship and communication and communities within the internet. Through social media, the customer can replicate them disappoints or simply their opinions towards the brands they use. This aspect also goes with the data that has been accumulated from the primary data in this research. It has been noted that as much as 6 out of 50 respondents has claimed that they make use of social media for providing reviews and rating the products and services of the companies. Chen et al. (2011a) and Füller & et al. (2009) has provided an in-depth understanding of the concept of social media in context to its influence and role towards influencing the buying behavior of the customers. Customer tends to make use of social media regarding making people aware about products and services of a particular brand through the creation of online communities which further acts as word of mouth in promoting or demeaning the brand image of the product and services at large. In a similar context, a large percentage of the respondents during the survey has claimed that they make use of social media primarily to communicate with people online which also provides them with the option to share their experience and knowledge with others. This is one of the key ways through which customer’s choice are being influenced from their use of the internet and online medium. The studies have clearly evaluated that to be effective, companies need to understand the changing needs and demands of the customers on a continuous basis in the present world of internet where it is quite easy for people to communicate and share their views and opinions about a particular product or services. Hence, the importance of social media and the internet in terms of influencing the choice of the customers is quite apparent in this context.

Chapter 5: Conclusion and Recommendations

5.1. Conclusion

Each of the day people is purchasing products and also services by the means of online sites or in the real market. They also make various decisions on the purchasing decisions. The development, as well as growth of the online social networking, has allowed the customers to perform various sorts of activities such as blogging, interaction, gaming, chatting and also messaging. The advancement of technology has given consumers the strength to analyze the products and services in a greater manner. The internet as well as the development of the social media has connected the consumers. They have close social interactions by the means of social media which includes communities, reviews, online forums and also ratings. This immense development in technology has brought about a new stream in the field of e-commerce which is also known as social commerce. It empowers the consumers to make their choice as per their needs and also influence others. Such interactions have given values for business as well as consumers. The research has shown that internet advancement as well as the appearance of the web 2.0 alongside with the social media has the strength the customers to make their decision on purchasing. In such a technological climate, consumers have made creation of the added values by the means of partnership and also social contact on the internet. Consumers are the substance generators by the means of the social media. Consumers achieve plenty of information as well as experiences from the use of social media which they also share it with other consumers and also easily achieve the information from others. This is a major advantage as well as an influence which is useful for the consumers to adopt the e-commerce easily and also have intention related to social commerce. There are various social networking sites such as MySpace, Facebook, etc. which provides online networking and connects a number of customers with one another. Since consumers social interactions have generated the online social support, so adoption of e-commerce have promoted to set up trust and also alters the intention of the users to purchase the products. It is observed from the survey that web retailer requires a profile either in Facebook or Twitter or both of it. There profile in the social sites enhance their customer's followers and this influence their purchase intention. Moreover, it is also found that the social media majorly affects the buying decision of the young generation in a greater extends. The consumers of age 20-29 years of age are the major users of social media sites and thus, the advertisement in those sites attracts them in greater extends and thus, also enhance purchasing decisions. In the present context, there are various social media sites such as Instagram, Facebook, twitter, LinkedIn and also Pinterest. However, Facebook is one of the famous sites which have a larger number of users who log in daily to this site. It is acknowledged as one of the most popular and broadly used SNS. Those people who have signed in Facebook make the attractive profiles, share many sorts of information with the added people and also interact with them in an effective manner. It is found that 90% and above of the consumers have their account in Facebook and business advertisement in those sites influence the consumers purchase intention. The social relations, as well as dealing which are done with individuals, have played a major role in changing the mindset of the people concerning their purchase decisions. Networking which is done by means of social media which helps the consumers to express their thoughts, perceptions and also opinions with other users. Social media has benefited the marketers in attracting their customers in lower price and also in an electronic manner. Addressing the inquiry, revising the online marketing approach and also rectifying the comments are some of the benefits of the advertisement in social media networking. The brand awareness, as well as image of the brand, can be enhanced with the usage of the internet if the marketers have made the usage of the marketing opportunity. There are various online associations which are simplified by the powerful components of the social media. When the people continuously share the perceptions, knowledge and also other various elements, then that procedure might affect the final decisions of the customers. To reach the customers effectively, social media present the expressive brands, the comprehensive customers and also an openness to affects the mindset of the customers. Social media is the social tool which allows the people to effectively communicate as well as make interaction with each other. It is not only the means to read and analyze the information by the customers, but it also permits the customers to share their information which makes them capable of participating in the process.

5.2. Recommendations

Social media has enhanced its popularity, and since it connects the people and enhance interactions, so it is recommended to the company to make the use of the social media to attract a greater number of the customers. The company should make a proper interactive marketing strategy and open their account on Facebook which is a renowned social site. Moreover, the company should allow the customers to give their feedback related to products so that the company can improvise their products and services. Social media is one of the effective platforms for the brands to attain their customers. It is recommended that the company should also give more emphasis to the young age people as they are the greater users of social media. Thus, the company should advertise regarding those products which are trendy so that their purchasing decision gets impacted in a positive manner resulting in the purchase of the products. The company can also make their website so that people can directly effectively get contact with them. If a company already have a website with it, then it could improvise its quality as it develops the recognized usefulness in their customers.