Introduction
Sometimes referred to as Web 2.0, social media is a growing trend online. It involves the technologies that allow users to take advantage of the collaborative and interactive capabilities of the Internet (Hawkins, Mothersbaugh and Mookerjee, 2010). These technologies and formats include online journals or blogs, consumer review sites, social network sites, and online communities that either companies or individual users create and maintain. With online social media, users are now able to form, join, and communicate with other users or groups online. In addition, it allows them to distribute original content. As such, consumer-generated content has greatly changed the marketing landscape where marketers no longer have complete control over the communication process. Now, they also act as participants and observers in communications that consumers initiate and drive.
Young consumers, in particular, are among the frequent users of social media. According to statistics (Larson, 2012), 11% of Facebook users are aged 13 to 17 while 29% are aged 18 to 25. On the other hand, 4% of Twitter users are aged 13 to 17 and 13% of Twitter users are aged 18 to 25 (Larson, 2012). Similarly, results of the Information and Communication Technology Usage Survey on Households and Individuals (Atilgnan-Inan and Karaca, 2011) showed that the highest proportion of Internet and computer usage came from the 16 to 24 age group and that people who were obtaining or have obtained a degree used the Internet and computers most frequently.
With the emergence of mobile phones and other handhelds, access to these social media sites has become even easier. According to Drenten (2012), the number of teens aged 12 to 17 who own cell phones have increase from 45 percent in 2004 to 75 percent in 2009.
In a study conducted by Denter (2012), findings suggested that adolescents used social media as a platform where they interacted and negotiated their experiences with regards to consumption. As an example, teenage girls use the photo upload features of their mobile phones to share their photos online, which allow them to get instant feedback from their friends on whether a dress they’re trying on, for example, looks good on them and whether they should go ahead and purchase it. This is affirmed by the findings of Atilgnan-Inan and Karaca (2011), which suggested that among consumers aged 18 to 24, subjective norms had the greatest influence on the behavioral intentions of young consumers who shop on the Internet. In particular, the study indicated that the consumption patterns and shopping habits of this consumer group can be considered as others-oriented instead of as self-oriented. This means that these consumers have a high regard towards the purchase decisions and opinions of others. Similarly, social pressure and belongingness play major roles on how these consumers behave. They tend to seek the approval of the people whom they consider important. They also tend to seek prestige. Needless to say, social media allows these consumers to instantly gain approval and prestige, which in turn greatly influences their decisions with regards to their consumption.
This is in support of the assertion made by Hawkins, Mothersbaugh and Mookerjee (2010) that consumers generally rely more on the opinions of their friends, family and acquaintances more than on marketing communications because these personal sources are bound to express their true feelings and opinions. As such, word-of-mouth through personal sources can have a critical influence on the decisions that consumers make.
Similarly, research has shown that the spread of information through word of mouth is more effective among people with weak ties (Hoyer and MacInnis, 2008) and the social media arena is one place where marketers can find these weak ties; for surely, one cannot be close friends with the hundreds or thousands of people they’re “friends” with on Facebook or Twitter. Still, weak ties can be used for identifying new networks for marketing efforts. For example, when a fan of a particular brand “likes” a particular product and types a catchy or funny comment about the product then that consumer’s friends will likely like the comment and share it with their own networks; thus, making the product information available even to “non-fans.”
As well, Bati (n.d.) asserted that social media allows a personal brand (i.e. celebrity) or a company to interact with their fans or consumers. As such, social media creates the perception that a closer connection is created between the marketing items (athlete, celebrity, or brand) and the target market or the consumers. For example, teen stars like Justin Bieber actively interacts with his fans via Twitter, which makes the fans feel closer to him, in turn making them purchase the singer’s albums, concert tickets, and other products.
In a study conducted by Buti (n.d.) where young Turkish university students aged 18 to 24 participated, it was found that consumers from this age group look at social media ads, email offers, online ads, online articles, and search engines more than the average user did. This study indicated that 79% of the participants would trust user reviews over a critic and 77% would trust other consumers’ advice. 53% of the participants also indicated that social media tools increased brand awareness and 68% thought that social media tools increased brand loyalty. In addition, 85% of the participants believed that brands need a strong electronic presence. Moreover, the study showed that 51% of the social media users would buy something from the brand that they became a fan of and that 73% of Twitter users would be more likely to recommend a brand. These findings affirmed those of Braude (2009), which showed that customers valued organizations whose web sites included social media. The participants of this study asserted that companies should interact and communicate with their consumers via social media (Braude, 2009). This study also showed that customers viewed companies that used social media on their web sites as more innovative and reputable than those who did not (Braude, 2009).
In another study conducted in Istanbul, Turkey where the participants’ ages ranged from 18 to 32, considered the Generation Y (Alan and Eyuboglu, 2012), it was found that the social media websites mostly used by these consumers included Facebook, Twitter, and MSN, which they used more than five times a day. Youtube was also one of the sites that these consumers used on a daily basis (Alan and Eyuboglu, 2012). Moreover, the study showed that the participants usually used the Internet for purchasing tickets, vacations, and food. It also showed that the participants preferred online shopping because of the low prices, the home delivery services, and because it was fast, convenient, and provided more choices. In addition, the participants indicated that advertisements on social media websites had a more positive influence over their shopping habits compared to traditional commercials that are played on the radio and TV or communicated through billboards and emails.
In the stages of the consumer buying process (“Chapter 6 Class Notes,” n.d.), social media websites do play a major role in influencing the decisions that consumers make. Once consumers identify what they need, they can easily use social media websites to search for more information regarding the product they want to purchase. In a study conducted by OTX Research (2008) on behalf of DEI Worldwide where they investigated the impact of social media on purchasing behavior, it was found that 70% of consumers searched for information on social media websites; 68% on company websites; 57% on online news sites; 49% on review sites; and 44% on wikis. As well, the Internet, particularly social media websites, enables consumers to evaluate and choose from alternatives until they finally make a decision to purchase.
Conclusion
Social media has greatly influenced the way consumers, particular young consumers, make decisions with regards to their consumption. With these websites, consumers now find it even easier to obtain product information, especially from other consumers and from their family and friends, which they value more than the information that they obtain directly from the companies. In addition, social media allows these consumers to gain instant feedback and approval from their loved ones with regards to their purchasing decisions, which in turn enables them to gain a sense of belongingness. In the same regard, social media allows consumers to interact and feel more connected to brands, which can encourage them to further patronize the said brands.
Given the great dependence that young consumers have on social media websites in seeking product information and in evaluating the various choices they have, it is important for companies to establish their presence in the social media world. Aside from enabling these companies to easily provide information to their consumers, social media websites also add to these companies’ credibility, which make consumers regard them more highly.
References
Alan, A. E. and Eyuboglu, E., 2012. 11th International Marketing Trends Congress19-21th January 2012, Venice-Italy. [online] Available at: < http://www.academia.edu/1273889/Generation_Y_consumers_in_Turkey_are_they_really_social_media_nerds_or_pretend_to_be> [Accessed 9 December 2012].
Atilgnan-Inan, E. and Karaca, B., 2011. Planned behaviour of young consumers shopping
on the internet. European Journal of Social Sciences, 19 (4), pp. 528-537.
Bati, U., n.d. The era of the new marketing: Attitudes of young consumer towards social media marketing. 7th International Symposium of Interactive Media Design. [online] Available at: < http://newmedia.yeditepe.edu.tr/pdfs/isimd_10/ugur-bati.pdf> [Accessed 9 December 2012].
Braude, R., 2009. Social media’s effect on consumer perception of organizational reputation and innovation. Rowan University. [online] Available at: < http://www.larrylitwin.com/documents/BraudeThesis-FINAL.pdf> [Accessed 9 December 2012].
Chapter 6 class notes, n.d. [online] Available at: < http://www.udel.edu/alex/chapt6.html> [Accessed 9 December 2012].
Drenten, J., 2012. Snapshots of the self: Exploring the role of online mobile photo sharing in identity development among adolescent girls. In: A. G. G. Close, ed., 2012. Online consumer behavior: Theory and research in social media, advertising and E-tail. New York, NY: Routledge. Ch.1.
Hawkins, D. I., Mothersbaugh, D. L. and Mookerjee, A., 2010. Consumer behavior: Building marketing strategy. 11th ed. New York: Tata Mc-Graw Hill.
Hoyer, W. D. and MacInnis, D. J. (2008). Consumer behavior. Mason, OH: Cengage Learning.
Larson, D., 2012. Infographic: Spring 2012 Social Media User Statistics. [online] Available at: http://blog.tweetsmarter.com/social-media/spring-2012-social-media-user-statistics/ [Accessed 9 December 2012]
OTX Research, 2008. The impact of social media on purchasing behavior. [online] Available at: < http://www.docstoc.com/docs/2864298/The-Impact-of-Social-Media-on-Purchasing-Behavior> [Accessed 9 December 2012].
