Consumer Behavior Towards Social Media

What is Social Media?

The term social media refers to wide range of web-based application that allows users to interact or communicate with online consumers and exchange of user-generated content (Taprial & Kanwar, 2012).


Types of Social Media

There are numerous types of social media such as:

  • socialFacebook
  • Instagram
  • Twitter
  • YouTube


To illustrate, Facebook is the most popular social media in the world which more than 2 billion active users to use Facebook as compare to others social media (Chaffey, 2018). This impact shows that the use of social media has become the daily routine for consumer users.

facebook chart


Why people use social media?

There are several reasons of why people use social media (Williams, 2013):

reason people use social media


How social media influence online shopper behavior?

social media influence

Base on Statista, 78% of consumers are influenced by social media when shopping online (Richter, 2016).


1. Reading reviews/ comments

45% of consumers are influenced by reading review or comments on consumer online shopping behavior. For example, the review on the Facebook page can influence consumers buying behavior because the consumers will be reading and observe before making decisions. As a result, it can be seen that social media has a big impact towards consumer because the consumers can use the internet to collect a wide range of source and information (Senecal & Nantel, 2004).

promotion2. Receiving promotional offers

Receiving promotional offer which influences 44% of consumer online shopping behavior. The online retailer can use promotion tools like discounted prices, giveaways when purchasing a product or offer vouchers when the consumer subscribe your page. For instance, the loyal consumer receives promotion will stay loyal to the goods or services and influence others buying behavior by sharing the offer posted on Facebook (Alafeef, 2014).


8fit3.Viewing advertisement

There are 30% of the consumer are influence by viewing an advertisement to purchase on online shopping behavior. The aim of advertisement is to help the retailer page to create brand awareness as to let consumer boost more attention towards the goods or service on the retailer page. To illustrate, Instagram has use video ads of 8fit_app to inspire consumers to know “how their product makes someone feel” (Tate, 2017).


4. Staying on top of trends

Staying on top of trends which influence 25% of consumers on online shopping behavior. To illustrate, young generation consumers are likely to follow on new trends when there is goods or services post in social media. For example, in Facebook, Topshop page has posted new fashion trends which easily influences young generation consumer buying behavior (Tan, 2017).


5. Writing review/ comments

Writing review or comments influence 22% of consumers shopping behavior. Meanwhile, consumers can share their own individual experience of the goods or services. For instance, a ‘like’ click or good comment that consumer writes in Twitter which state consumer is having a good impression about the goods and services with their individual experience (Husain, 2016).


6. Associating with brands/ retailers

20% of consumer online shopping behavior is influenced by associating with brands. Branding and retailers are important to consumers because of the reputation and quality of the goods or services it offers. To illustrate, a consumer’s “liking” of a brand on Facebook can be seen as a stamp of approval which may inspire others to form the relationship with the brand (Mensel, 2016).


7. Purchasing product directly

Purchasing product directly is the less influenced by 16% of consumer shopping behavior because consumers usually will search or get the knowledge before purchasing the product. Most of the consumer is unwilling to try a brand if the consumer is not familiar with the goods or services of the brand. For example, in Facebook, Warby Parker has a concept “try before you buy” without any shipping charges and will resend new goods after consumer purchase (Leighton, 2018).

In conclusion, social media is the main keys towards business and consumers. Therefore, the online retailer needs to understand that consumer online shopping behavior only can apply the market concept to social media.

(649 words)



Alafeef, M, A, M, I, (2014), ‘The Impact of Social Media on Sales Promotion in E-commerce Companies’, European Journal of Business and Management, Al Baha University, Vol.6, No.16, pp197-201, accessed at 20/05/2018.

Chaffey, D, (2018), ‘Global social media research summary – 2018’, [online], available at, accessed at 18/05/2018.

Husain, S,  (2016), ‘Consumers’ Behaviour towards Social Media Marketing: An Empirical Study’, International Journal of Business Economics & Management Research, Research Scholar Mewar University, Vol.6, No.8, pp58-86, accessed at 17/05/2018.

Leighton, M, (2018), ‘6 brands bringing the convenience of online shopping to your home with “try before you buy” policies’, [online], available at, accessed at 19/05/2018.

Mensel, L, & Petersen, T, H, (2016), ‘‘LIKE ME’- Consumers Use Brands on Facebook to Cultivate Identity’’, [online], available at, accessed at 20/05/2018.

Richter, F, (2016), ‘How Social Media Influence Shopping Behaviour – The Great Influencer’, [online], available at, accessed at 18/05/2018.

Senecal, S, & Nantel, J, (2004), ‘The influence of online product recommendations on consumers’ online choices’, [online], Journal of Retailing, University of Montreal, Vol.80, pp159-169, available at, accessed at 19/05/2018.

Tan, O, (2017), ‘How Social Media Contributed to the Rise of Fast Fashion’, [online], available at, accessed at 19/05/2018.

Taprial, V, & Kanwar, P, (2012), ‘Understanding Social Media’, [online], pp8, available at, accessed at 17/05/2018.

Tate, A, (2017), ’55 Amazing Instagram Ads Example to Inspire You’, [online], available at, accessed at 20/05/2018.

Williams, D, L, (2013), “Why people use social media: A uses and gratifications approach”, [online], Qualitative Market Research: An International Journal, Dalton State College, Vol.16, No.4, pp363-365, available at, accessed at 19/05/2018.


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