Social media usage for purchasing decision-making by consumers

Abstract

These days, many people use social media not merely for communication but also to interact with brands. With the significant growth of social media over the years, it has been used to boost sales for the company and develop customer relations. Many studies show the relationship between consumers’ buying decisions and social media. This study aims to conduct empirical research on the role of social media usage on customers' decision-making. A quantitative study is conducted to investigate how much social media can affect experiences.

Social networking has engaged buyers as advertisers cannot control the timing, reappearance, and type of discussions made online by customers. It is found that social media usage affects customer satisfaction from online research to comparison, and satisfaction is amplified as they move towards the final decision of buying the product and evaluating their decision after buying the product. The internet has been highly influential in providing feedback, information, news, ideas, and even more over the years. Hence, adopting social media has been very important for corporate firms. A business must always thrive to adopt online platforms and have a competitive edge over the firms.