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Does social media influence buying behavior?

Does social media influence buying behavior?

Social networking has played a significant role as a medium for communication. People around the globe are using social media to communicate with other individuals or organisations.

Globally, people have started sharing their experiences via social media such as Facebook, Twitter, Instagram and LinkedIn. As consumers, people share product reviews, service statistics, food or health recommendations, product alerts, tips on using other products and much more.

People have a lot of social media ‘connections,’ and many people consume information. This knowledge is a source of customer control and purchasing behaviour.


When customers use a search engine to look up your business, they often find feedback online – sometimes before they even go to your website. When the shoppers’ first review read is negative, this can turn customers off to your company and lead to another quest for a specific industry source for their needs. At the same time, according to Tamar Weinberg, internet marketing consultant and author of the book ” The New Community Rules: Marketing on the Social Web,” the bad review is very likely to create additional negative feedback as customers prefer to obey the crowd and behave like each other, producing an avalanche of poor marketing information that you may have little protection against.

Friends and family effect

While the influencer ‘s position in modern marketing campaigns can not be overestimated, it is important to note that there are more conventional avenues of influence which still have an impact.

Our friends and family still have a great deal of sway over our buying habits. According to Forbes, 81% of consumer buying choices are influenced by posts on social media from their friends.

Razorfish Marketing Social media

Razorfish Marketing looks at this more closely, showing that our competitors have a greater impact closer to the bottom of the selling funnel.

This group of family members and close friends can have a bearing on brand affinity and our buying decisions. Therefore, according to Razorfish, it is up to advertisers to consider how these inner circles affect customers.

Store’s Presence on Social Media

In addition to the above points, the presence of a company on social media has a significant influence on buying behaviour. Put it this way: Even if a brand has all sorts of attention from social influencers and customers, it will be difficult to convince anyone of its credibility with a lackluster social media presence. A consistent feed that showcases their products in use and gives value will help make visitors followers and buyers alike.

Companies should usually be able to draw more followers with a good feed, which is the other main factor in driving purchasing decisions. Having a large number of followers shows new users that many are brand conscious, amused by their tweets, and happy with their goods. It’s simple math: Cool posts + lots of followers = higher purchasing probability.

“Trending” and “Popular” algorithms

Platforms such as Facebook and Instagram have moved from chronologically displaying posts on their news feeds to showing posts with more comments first. Brands and companies can take advantage of this algorithm by encouraging their content to have likes , comments and shares. This move can also promote business-to – consumer interactions, and affect overall brand identity.

Social Media Influencers

Consumers are more likely to buy when one person they trust receives recommendations. Celebrities and individuals of common interest encourage their audience and affect their buying behaviour.

An influential gamer for example will support gaming and tech goods. Social media consumers look to these influencers for product recommendations and advice. A positive influence prompts the consumer to buy the product.

Influencer marketing will work wonders in attracting more customers for your brand. Many advertisers replace the celebrities with influencers from Twitter, Instagram, and Snapchat. These online stars provide unfiltered product feedback and consumers love this.


Although business owners can’t get consumers to use social media, they can control the kinds of items a shopper discovers that are linked to those platforms. That is why the establishment of a social media presence is important.

By including social media in their point-of – sale marketing , business owners can even encourage people to use social media while shopping. If people are conscious that they may find out about social media offers, they can go check it out.

In all age groups, but particularly the significant younger and Hispanic communities , social media influences shopping behaviour. Business owners need to work to refine their marketing strategies on social media so they can get the sales boost that some of the stores in the data set did.

What makes people want to share content to their friends? How can Snapchat help small business grow?