Social media and its influence on CB

Social media is a website or application that allows people to create and share information or
engage in the social networking (Chien & Lien 2017). In recently, it has been increasing number of
people to use social media and they spend approximately 6.5 hours a day on social media to interact
with people or read for newsfeed, which social media has become integrated part of people's life
(Wang 2017). Moreover, social media can effectively to influence consumer buying decision
making (Chien & Lien 2017). Therefore, social media platforms become a significant tool that
marketers use to incorporate into their marketing strategies for influencing the consumer behavior
(Wang 2017).

According to my research, consumers online comments influence consumer on evaluating the

buying decision (Haljli 2014). Consumers are free to interact with others and share the opinion and
experience of post-purchase on their social media (Haljli 2014). Through this, the potential
customers tend to search and review the information or recommendation of the product through the
social media (Haljli 2014). Besides, once the potential customer found up the negative comment on
that brand, it leads potential customers to look for another similar industry for their needs (Haljli
2014). These potential customers usually are more rely on the comments to help them in making
their purchasing decision because that information is based on the consumers opinions and feelings
after using the product or service whereby the information is more trustworthy than the vendor's
product or service description (Haljli 2014). Hence, consumers comment can direct influence the
intention of potential customers to buy the items.

Next, social media advertising stimulus consumer unsatisfied needs (Ertemel & Ammoura 2016).
Many of marketers nowadays advertise its products or services on the social media as it able to get
high exposure rate and grab a large amount of customers attention to its brand. Through this, the
consumers can easily learn about the new brand of products or services on their social media which
it stimulus their needs recognition and influences them to start looking that brand of product or
service (Ertemel & Ammoura 2016). In this regard, the more advertisements of product or service
appear on social media allows the customer to have more alternative to evaluate and choose the best
purchase decision (Ertemel & Ammoura 2016). Moreover, the words of persuasion on online
advertisements, such as the discount, buy now and shop now are the tendency to motivate and
influence the consumers to make a quick purchase on that products and services (Kalia &Mishra
2016).
Furthermore, social media referrals influence the consumers to have an initiate purchase (Ahmed
2015). Ahmed (2015) states 71% of consumers are likely to purchase an item based on social
media referrals. Many of consumers more likely to click on the product or retailer webpage that
shared by their reference group, especially when their reference group have bought the product or
service and have a positive review on it (Ahmed 2015). The main reason that consumers influenced
by social media referrals is because they trust their reference group, such as family, friends, and
bloggers which those are the people they are familiar with (Ahmed 2015). Based on my research, it
shows 44% of the social media savvy women say their buying decision is especially influenced by a
trusted blogger (Ahmed 2015). Obviously, social media referrals can easily influence the
consumers to recognize the unsatisfied need and give a try to purchase the new brand of product or
service.

Lastly, social media reinforces the interaction and relationship between the marketer and consumer
(Vinerean et.al 2013). Social media allows the marketer to involve more interaction with its current
and potential customers, such as interact through a social media contest, post the latest information
about the brand and reply consumers doubt immediately (Elmmeraji 2015). The more interaction
with the target consumers can help in increasing the intimacy of relationship with them and
maintain the current customers loyalty to the brand because the consumer will feel that they are
being valued from the company and always be connected with the brand (Vinerean et.al 2013).
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