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According to The Sprout Social Index, 54% of consumers have used social media more frequently in the last two years than in the previous two years.
As social media grows, what about your target audience’s behaviors? Is it affected? Is your presence on social media beneficial to you? Explore the value and usefulness of understanding consumer behaviour.
This blog will discuss the social influence on consumer behaviour, and how your brand can benefit. Let’s start
What is consumer Behavior?
Marketing speaking, consumer behavior is understanding all the matters that affect online consumers’ purchasing decisions and analyzing all the factors, including the emotions, attitudes, and preferences that influence consumer buying behaviour.
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characteristics of consumer behaviour
Consumer behaviour represents a dynamic and multifaceted field marked by various vital attributes, including:
Variability
Trends, economic conditions, personal experiences, and changes in the market often influence this variability.
Complexity
This complexity arises from many influencing factors, encompassing psychological, personal, social, and cultural elements. Each of these factors contributes to the intricate nature of how online consumers make decisions and interact with products and brands. Thus, consumer behaviour can vary across different individuals and contexts.
Rational and Emotional
Consumer decision-making usually involves a mix of rational thinking, where consumers evaluate the functional aspects of a product and emotional responses, which are influenced by desires, feelings, and brand associations.
How does social media influence consumer behavior?
Undoubtedly, the influence of social media on consumer behaviour is enormous. So, to manage their behaviors to your brand’s advantage, you should understand what aspects these platforms impact their behaviors.
Here are four social factors affecting consumer behaviour:
Purchasing
The first reason behind following any brand on social media is to stay informed about upcoming products/services and to access any promotions or deals a brand offers. It is helpful to understand that consumers use three social media channels during their purchase journey. According to data from McKinsey, e-commerce helps meet consumers where they are, and the online platforms provide shopping features to allow brands to make their consumers’ purchase process more straightforward. TikTok Shop launched in September 2023, providing a more effortless shopping experience and more brand revenue.
Engagement & interaction
Brands and consumers can communicate quickly through social media, so consumers can contact brands and talk about their needs, preferences, and complaints. This leads to a stronger and more cautious brand-consumer relationship and is more decisive and careful than before, as the brand should study well what it offers and does toward the consumers.
Support
Now, social media has become the preferred choice for consumers; there is no need to wait for a long time or send an email or call by phone for support. With social media, responses are expected to be faster. So, take care of your customer service via social media to ensure your consumers’ satisfaction. You can leverage your teams’ skills by training them on online social listening.
Influence
consumer buying behavior on social media becomes more influential, and a consumer intends to be more likely to purchase any service or product that other consumers highly recommend on social media. These platforms open the door to an effective strategy called word-of-mouth.
Book your free consultation now to get the most valuable tips for investing in consumer behavior.
Tips to Success Your Brand on Social Media
Now, the critical question is how your brand can invest in consumer behavior changes thanks to social media. Having optimized your social media accounts and learned how social media changes consumer behavior, you now have a better chance of increasing your online sales.
Here are some tips.
- Promote your products/services using social E-commerce to make purchases more manageable.
- Analyze and thoroughly study your customers’ engagement through and across social media, meeting their expectations and needs.
- Add your contact and other information to your social media accounts, making it easy for consumers to find you.
- Encourage CCG and reviews on your social media accounts, providing social media proof for consumers about your products and services.
Social media isn’t just part of our lives; it’s shaping our shopping and decision-making! At XPixel Agency in Dubai, we’re excited to help you tap into this power. Let’s make your brand a social media favorite. Please chat with us and see the magic unfold!
FAQs
What is the relationship between consumer behavior and social media marketing?
ٍSocial media offers brands a platform to connect directly with their audience, delivering tailored content that can sway opinions, boost brand recognition, and foster loyalty. Moreover, when consumers share their own experiences and views on social media, it influences the purchasing choices of their circle, further highlighting the power of social media in shaping consumer behavior.
