The Importance Of Social Media In Marketing

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Accessibility Social media being a community-based has the ability to support information sharing had affect consumer’s daily information seeking (Yan Zhang, 2013). Consumers often uses social media to look for recipes for food preparation tips online or even asking advice from a friend or someone who had experience in preparing the food. Based on Lee, E. (2013) research, the amount of information exposed to us in social media is increasing day by day and in result we are able to attain different aspects of information through social media. Social media are easy to approach and it had made an impact on how consumers place themselves in today’s market, therefore, food marketers should use this approach and equip this new marketing…show more content…
Wei & A. Darban (2012) it stated that the online social networks provides facilities for consumers to interact with one another, accessing to information, comments, reviews, and rates that can help them for purchasing decisions in different ways (Heinrichs, Lim & Lim, 2011). Internet today is not just an information access tool; it also has become an interaction tool, which is used by consumers to share and exchange contents, opinions, reviews and also information. The major roles of online social networks are, distributing information, opinions and the influences among their members (Kempe, Kleinberg, & Tardos, 2003). Online social networks have been recognized as an important effective tool and source of information for products and services and cues for behaviour and action for individuals (Subramani & Rajagopalan, 2003). One of the important communication channels is social networking sites, once have emerged a power shift between consumers and traditional way of producers of messages and information (Denegri-Knott, 2006). The social networking sites are now providing the facilities to interact with others and join virtual communities based on common interest and opinions (Heinrichs, et al, 2011). There are different forms of virtual communities that affect consumers’ purchase decisions in different ways (Solomon, et al.,…show more content…
Wei & A. Darban (2012) online social networks have become more credible and relevant information source than direct information from companies, therefore consumers seek products and companies on online social networks (Bernoff & Li, 2008). Since consumers enjoy the interaction and communication with each other and like to receive advice either positive or negative about different products or services, virtual communities have an impact on consumers’ purchasing decision (Evans, et al, 2009). When consumers look up your business through a search engine, they often find reviews online – often before they are even directed to your website. If the first review read by shoppers is negative, that can turn consumers off to your business and quickly lead to another search for a similar industry source for their needs. At the same time, according to Tamar Weinberg, Internet marketing consultant and author of the book "The New Community Rules: Marketing on the Social Web," that bad review is very likely to produce additional negative comments because consumers tend to follow the mob and behave like each other, creating an avalanche of poor marketing information that you may have little defence against (L. Ray,
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