The people in ways that facilitate sharing information,

Theimpact of digitalization has resulted in the changes not only in human actionsbut also in their behaviour. Thebuying pattern of consumer is changing at a faster rate in the customeroriented market environment, mostly the behavioural pattern of youth has asgreater influence in the purchasing behavior. The  access to information and social networking isdriving the impact of digital marketing deeper into the organization. Digitalmarketing has posed many challenges to the marketer in the present scenario. Thepurpose of this study is to explore the impact of social media in business ingreater detail and gain insights about how consumers experience and areinfluenced by the digital environments in which they are situated as part oftheir daily lives.

KeyWordsDigital Environment,ConsumerBehavior, Behavioural Pattern, social technologies. IntroductionIn recent years the digital environment is viewed by users from anew perspective, in a commercial way. Its development and the emergence ofonline stores have turned users into consumers. Digital technology provides anew channel to acquire product information through peer communication,(Kozinets, 1999) . Consumers and businesses aroundthe globe have been more connected than ever before with the presence ofInternet. An average Internet user has 669 social ties (Hampton et al. 2011);Facebook has more than 600 million daily active users, with over 1.5 millionbusiness pages (Facebook 2013), and 30 billion pieces of content shared on amonthly basis (McKinsey 2011).

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Approximately 500 million Tweets sent per day,at about 600 Tweets per second (Tweeter 2012). LinkedIn has more than 225million professionals worldwide, including all Fortune 500 companies (LinkedIn2013). The global average time spent per person on social networking sites is6.

9 hours per month (Delaney and Salminen 2012). Changes in consumer behaviordue to social media are one of the most intriguing aspects in the contemporarymarketing The digital platform, ona mass scale, connect people in ways that facilitate sharing information,thereby reducing the opportunities for marketplace exploitation—whether bycharging more than a competing supplier for otherwise identical goods andservices or charging anything at all for products that simply don’t work..

TheSocial Web dramatically levels the playing field by making informationplentiful, just as it also levels businesses and organizations that operate onthe principles of making information scarce. The Social Web exposes the good,the bad, and the ugly, simultaneously raising up what works and putting downwhat doesn’t without regard for the interests of any specific party Web2.0 is challenging business leadership not only in the marketplace but now aswell across business fronts ranging from corporate reputation and theattraction and retention of key employees to the design of new products andservices .Socialbusiness—the application of social technologies as a formal component ofbusiness processes—revolves around understanding how your customers orstakeholders connect to your business and redefining your business tounderstand, accept, and innovate based on their involvement. Social business isabout integrating all your business functions mainly customer support,marketing, the executive team, and more. Digital platforms not only facilitatestransactions in tangible goods and services but also gives online access tocontent and  services.

Access to contentand digital services create numerous advantages due to low marginal costs ofdistribution, instant and unlimited access and reduced environmental costs.Opening access to information and content could also lead to increasedcreativity and innovation.  LiteratureReviewSignificanceof Social Media in context of Businesses” What’s so appealing aboutsocial media is its power to reach not just one consumer at a time, but a hugenetwork of friends through the open graph. Businesses must learn to do this orrisk losing their connection with consumers altogether. Social Media Marketing:The Next Generation of Business Engagement shows you how. —Roger Katz, CEO,Friend2Friend, Palo Alto, CA, and Barcelona “Innovation is not aone-way street where you walk alone! Take your customers on the journey, andsee the difference. Social technologies, clearly explained in Dave’s book,enable you and your customers to work as a team.

“—Kaushal Sarda, Founder, Uhuroo, Bangalore”Purchase decisions are nowinfluenced by complex networks of friends, family, and peers. The new marketwinners will be the companies that excel at identifying and engaging with theircustomers’ influencers across the Social Web.”—Paul May, Founder and CEO, BuzzStream, Austin, TXA study conducted on Consumer behaviour in adigital environment in (August 2011) concludes that Consumers are unable to search and analyse all relevant informationavailable online and usesearch and filtering tools to identify the most relevant information.A study conducted on Consumer Buying BehaviorIn Digital Era”  by Prof. Lalitkumar P.Patil  to study factors which affectsconsumer’s online purchase decision.

The study concluded that  Increased used of internet and socialmediaare increasing online purchase. study shows that people are more likely to buyproducts and services online, there is much scope for the online sellers tograb customers who are not yet using internet servicesA study conducted on  Impact Of Information Technology On ConsumerPurchase Behavior by Dr. Mahabir Narwa and Dr.

Geeta Sachdeva in (July 2013)Objective of Study was to  study theimpact of IT on consumer purchase behavior .The findings state that every fieldof human activity, may it be his daily life, official life, everything is nowinfluenced under the cover of IT. The findings highlight that IT has a great influence on consumerpurchase behavior.

It is argued that the outcome of the study will certainly behelpful for the marketers to define their marketing strategies accordingly. A study conducted on  -A shift Paradigm of Consumer towardsonline shopping by   Dr. Vipin Kumar*& Kadambini Kumari  The objective ofstudy to improve our understanding of online and physical consumer behaviour.People are intend to try new things & like to be noticed as early adopterof technology advancement . Consumer engagementin social media and rise in use of technology has resulted in paradigm shift in consumer behaviour with respect toactivities, habitats, attitude and interactions.

Due to advancement oftechnology ,the businesses have embraced the digital marketing as a tool forcustomer engagement. Being a new tool for interaction, organisations need tounderstand how social media has impacted consumer buying 

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