The Role of Social Media En Consumer’s Purchase Behavior

In: Business and Management

Submitted By santiagol1985
Words 1845
Pages 8
THE ROLE OF SOCIAL MEDIA EN CONSUMER’S PURCHASE BEHAVIOR

This essay is aimed to provide a clearer point of view of the role of Social Media on customer purchase behavior. I will cover a variety of topics related to the current situation, Social Media Penetration, the importance of brand humanization and expectations from Social Networks and clients. This will explain advantages of advertising through the Internet and clarify the reason why Social Networking is not a way to sell products or services directly. Finally, I will talk about the role of Social Networks on purchase decisions.
Nowadays, thanks to the Internet, we can connect with others in real time, we can communicate how we feel, our preferences, what we think and also express our views about different topics. This translates into a perfect opportunity for brands to be right in the same place as its customers in order to listen to what they say or think and to have the chance to socially interact with them in order to know their needs and to offer focused solutions.
According to a new publication of Media Trend Watch during the current year, the penetration of Social Networks in Western Europe will reach 38,6% over its population and during 2014, the penetration will rise to 41,6% and in 2015 is expected to be 44,2% with 141,2 million users. Today, everybody has access to a social network, both clients and brands and having a group profile or a fan-page has become a must in the industry. It transforms consumers into active communicators that make them stand out, to the point that if you do not have access to a social network, you are “non-existent”.
For brands, an advantage of social networking is to maintain a constant communication with clients and to keep a continuous feedback about customers’ daily experiences. This constant feedback becomes an evaluation tool that allows brands to improve…...

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