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Social Media Influence Presentation Essay Sample

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Social Media Influence Presentation Essay Sample

Purchase
Products
Services
Experiences
Ideas

Use

Dispose

Consumer Behavior Overview
Consumer Classification
Segmentation helps identify target consumers.
Marketers classify consumers by demographics and psychographics.

Demographics

Age
Gender
Income
Education
Occupation

Psychographics

Lifestyle
Personal Values
Leisure activities
Politics
Religion

Consumer Behavior Overview
Consumer Motives
People purchase products for different motives and to satisfy different types of needs.
Psychogenic
Needs

Biogenic
Needs

Utilitarian
Motives

Hedonic
Motives

Social Media Purchase Influence
Social Media and Word of Mouth

WOM is essential to marketers
“User to user” communication
Social Media as a marketing tool
Image retrieved from: gowomanafrica.com

Image retrieved from: odonovanonlinemarketing.com

Social Media Purchase Influence
Use of Social Media

Under age 22
Older than

Social media use in purchase recommendations and influence according to a study published in the Journal of Business & Economics (Forbes, 2013).

Facebook
Twitter
Other

Example of Social Media Influence
The NutriBullet Fad

The decision process prior to purchasing the NutriBullet included both word of mouth and social media influences.

Ongoing effort to live/eat healthy
TV Infomercial
Social Media buzz
Word Of Mouth

Image retrieved from: Amazon.com

Example of Social Media Influence
1) Ongoing effort to live healthy

The continuous endeavor to live a healthier lifestyle creates a need and want for products that will assist with these efforts.

Example of Social Media Influence
2) TV Infomercial

Television infomercial creates product awareness, but as a consumer there is a lack of enthusiasm and trust for the traditional sales approach and questionable testimonials presented in “The NutriBullet Show”.

Images retrieved from: youtube.com/watch?v=mVJ2i-owUCY

Example of Social Media Influence
3) Social Media buzz

Once the product began “buzzing” on social media it heightened my attention as a consumer and it gained a substantial amount of credibility by reading the positive comments from the network’s users.

Images retrieved from: https://www.facebook.com/thenutribullet

Example of Social Media Influence
4) Word Of Mouth

The final trigger for the decision was word of mouth from a co-worker who is a health enthusiast. Knowing that he actually owned and used one, and having him endorse the product made me decide to buy not just one, but take advantage of the two-for-the-price-ofone deal offered in the infomercial.

Image retrieved from: https://www.facebook.com/thenutribullet

References
Solomon, M.R. (2013). Consumer behavior (10th ed.). Upper Saddle River, New Jersey: Prentice Hall.
Forbes, L. P. (2013). Does social media influence consumer buying behavior? an investigation of recommendations and purchases. Journal of Business & Economics Research (Online), 11(2), 107. Retrieved from

http://search.proquest.com/docview/1418706942?accountid=458

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