Does social media influence our daily purchase habits? After
investigating this topic, analysing each social networking sites, researching
how consumers feel about the presence of brands and bloggers on social media and
an insight to how bloggers use social media to promote products. The dilemma
still remains. The influence factor is very dependent on people’s personality
and behaviour. Are you easily influenced or tempted or are you strong willed and
have a mind of your own?
Brands presence on social media aims to increase consumers
in becoming easily influenced and tempted, most especially when there is a
promotional offer. There was a time where people would feel embarrassed or
ashamed to purchase products because it was discounted or on sale but now- it’s
becoming a popular trend of bargain shopping! Discounts are promoted constantly
by brands both in store and online and during peak times- becomes a promotion
war between retail stores. When one store offers a discount-so does them all!
Brands are famous for promoting their offers online,
bombarding your emails with constant unique codes or filling your Facebook hoe page
with current offers. Brands often pay for promoting their offers on social
media using sponsored posts which pop up while you scroll through Facebook or
twitter so once you follow a particular brand, sponsored posts of similar brands
constantly pops up to entice you to take advantage of their offers and purchase
products. It can also become a social habit- once your friends have purchased
products that’s in the latest trends- you may want to keep up with your social
circle and stay trendy. Various factors can influence our purchasing habits but
I found that it is very dependent on our personality and surroundings that
gives us that extra push to make it influential.
Bloggers use social media as a way to allow their readers to
learn more about themselves. It can increase readership for their blogs as they
share their blogs through Facebook and Twitter. Bloggers often promote products
through their blogs and get paid commission for it- does this influence consumers
to purchase it? Often people may trust bloggers more than brands on social
media as the products are being promoted or recommended by real people who may
look similar to them rather than seeing a product on a possibly photoshopped
model. It was found that an influence through blogs are mainly found depending
on the bloggers that readers constantly read from. Some blogs speak honest and
truthful about the products they recommend, doing their research and testing
products before they decide to promote them where as other bloggers may not
take those factors into consideration and purely promote products for the
purpose of gaining commission. Bloggers who may not be 100% honest and truthful
can be spotted when they’re blogs state “AD” or “SPONSORED”. It was found that
we quite often read blogs from bloggers who have a connection with us, whether
its interest in the same topic or similar personalities- once it hits the
personal level it can become an influence to want the same things that the blogger
has and recommends.
Overall, brand’s presence
on social media is allowing consumers to easily stay up to date with their
favourite brands and makes it easier for consumers who prefer online shopping
to instantly be aware of any promotional offers. It is found useful to a large number
of consumers however there is still a number of brands who have not made a presence
across the social networking sites and therefore can be missing a valuable
marketing tool. The influence of purchasing products is dependent on a person’s
personality and other external factors.
Happy shopping!