An Evaluation on How Consumer Behaviour is Influenced by Social Media

Lee Songyi (2021) An Evaluation on How Consumer Behaviour is Influenced by Social Media. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

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Absztrakt (kivonat)

People are more frequently exposed to social media nowadays than ever before and it is not an exaggeration to say that it has turned into an integrated part of our everyday life. According to a Statista survey (2020), with more than 90% of internet penetration in South Korea, around 87% of the people in their 20’s stated that they were using social media in 2019. The numbers alone show how the popularity of the digital community is likely to attract the attention of marketers. They have seen these as a great avenue to promote and showcase their products. With millions of active users in a day, advertising agencies are surely able to capture their audience. Lead generation, enhanced traffic, and increasing brand loyalty are just some of the main factors considered by marketers in utilizing social networks for their campaigns based on Statista (2021). With exposure to social media, people can share photos and videos, and content can spread quickly in virtual communities; therefore, marketers actively use these platforms to efficiently reach their target audience. However, with the abundance of marketing content and high competition, it can be challenging to attract user’s attention as only a few of the contents go viral. The viral phenomenon can be explained through a certain image or a video that gets extremely popular and liked or shared in a relatively short time. This phenomenon can be exemplified during the lockdown in South Korea, one of the viral contents was Dalgona coffee, also known as frothy coffee or quarantine coffee, which has been ruling all over social media. This whipped coffee became one of the most deliciously consumable trends and everyone around the globe hopped on to this coffee making. Due to its viral effect, the content is also shared on TV and other platforms sporadically. There were several similar cases that received tremendous attention. Honey Butter Chip which was a new type of potato snack released in 2014 showed a great word of mouth effect in social networks spontaneously and caused scarcity in the market due to overwhelming attention. Taking all these into consideration, this research aims to investigate the factors encouraging viral effects and the reasons behind pass-on behaviour boosting certain trends. Furthermore, when things go viral and consumers are exposed more often to certain phenomena, does this mean social media users are willing to join simply because other people are doing it? This scenario can be perceived greatly in marketing terms as the bandwagon effect. This explains people’s tendency to mimic a certain behaviour or purchasing decisions because everyone else is doing it instead of making rational choices. To explore customer behaviour on social media and their reactions to trending contents, this paper attempts to assess the influence of viral posts on individuals’ bandwagon tendency as well as consumer buying decisions.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Kereskedelem Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kereskedelem és marketing

Konzulens(ek)

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	Bandwagon, consumer behaviour, Purchasing intention, Social media, Viral
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Archive User
Rekord készítés dátuma:	2021. Szep. 22. 09:01
Utolsó módosítás:	2021. Szep. 22. 09:01

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