The people in ways that facilitate sharing information,

The
impact of digitalization has resulted in the changes not only in human actions
but also in their behaviour. The
buying pattern of consumer is changing at a faster rate in the customer
oriented market environment, mostly the behavioural pattern of youth has as
greater influence in the purchasing behavior. The  access to information and social networking is
driving the impact of digital marketing deeper into the organization. Digital
marketing has posed many challenges to the marketer in the present scenario. The
purpose of this study is to explore the impact of social media in business in
greater detail and gain insights about how consumers experience and are
influenced by the digital environments in which they are situated as part of
their daily lives.

Key
Words

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Digital Environment,Consumer
Behavior, Behavioural Pattern, social technologies

.

Introduction

In recent years the digital environment is viewed by users from a
new perspective, in a commercial way. Its development and the emergence of
online stores have turned users into consumers. Digital technology provides a
new channel to acquire product information through peer communication,
(Kozinets, 1999) . Consumers and businesses around
the globe have been more connected than ever before with the presence of
Internet. 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 million
business pages (Facebook 2013), and 30 billion pieces of content shared on a
monthly basis (McKinsey 2011). Approximately 500 million Tweets sent per day,
at about 600 Tweets per second (Tweeter 2012). LinkedIn has more than 225
million professionals worldwide, including all Fortune 500 companies (LinkedIn
2013). The global average time spent per person on social networking sites is
6.9 hours per month (Delaney and Salminen 2012). Changes in consumer behavior
due to social media are one of the most intriguing aspects in the contemporary
marketing

 

The digital platform, on
a mass scale, connect people in ways that facilitate sharing information,
thereby reducing the opportunities for marketplace exploitation—whether by
charging more than a competing supplier for otherwise identical goods and
services or charging anything at all for products that simply don’t work.. The
Social Web dramatically levels the playing field by making information
plentiful, just as it also levels businesses and organizations that operate on
the principles of making information scarce. The Social Web exposes the good,
the bad, and the ugly, simultaneously raising up what works and putting down
what doesn’t without regard for the interests of any specific party

 

Web
2.0 is challenging business leadership not only in the marketplace but now as
well across business fronts ranging from corporate reputation and the
attraction and retention of key employees to the design of new products and
services

.Social
business—the application of social technologies as a formal component of
business processes—revolves around understanding how your customers or
stakeholders connect to your business and redefining your business to
understand, accept, and innovate based on their involvement. Social business is
about integrating all your business functions mainly customer support,
marketing, the executive team, and more. Digital platforms not only facilitates
transactions in tangible goods and services but also gives online access to
content and  services. Access to content
and digital services create numerous advantages due to low marginal costs of
distribution, instant and unlimited access and reduced environmental costs.
Opening access to information and content could also lead to increased
creativity and innovation.  

Literature
Review

Significance
of Social Media in context of Businesses

” What’s so appealing about
social media is its power to reach not just one consumer at a time, but a huge
network of friends through the open graph. Businesses must learn to do this or
risk 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 a
one-way street where you walk alone! Take your customers on the journey, and
see 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 now
influenced by complex networks of friends, family, and peers. The new market
winners will be the companies that excel at identifying and engaging with their
customers’ influencers across the Social Web.”
—Paul May, Founder and CEO, BuzzStream, Austin, TX

A study conducted on Consumer behaviour in a
digital environment in (August 2011) concludes that 
Consumers are unable to search and analyse all relevant information
available online and use
search and filtering tools to identify the most relevant information.

A study conducted on Consumer Buying Behavior
In Digital Era”  by Prof. Lalitkumar P.
Patil  to study factors which affects
consumer’s online purchase decision. The study concluded that  Increased used of internet and socialmedia
are increasing online purchase. study shows that people are more likely to buy
products and services online, there is much scope for the online sellers to
grab customers who are not yet using internet services

A study conducted on  Impact Of Information Technology On Consumer
Purchase Behavior by Dr. Mahabir Narwa and Dr. Geeta Sachdeva in (July 2013)
Objective of Study was to  study the
impact of IT on consumer purchase behavior .The findings state that every field
of human activity, may it be his daily life, official life, everything is now
influenced under the cover of IT. The findings highlight that IT has a great influence on consumer
purchase behavior. It is argued that the outcome of the study will certainly be
helpful for the marketers to define their marketing strategies accordingly.

A study conducted on  -A shift Paradigm of Consumer towards
online shopping by   Dr. Vipin Kumar*
& Kadambini Kumari  The objective of
study to improve our understanding of online and physical consumer behaviour.
People are intend to try new things & like to be noticed as early adopter
of technology advancement .

 Consumer engagement
in social media and rise in use of technology 
has resulted in paradigm shift in consumer behaviour with respect to
activities, habitats, attitude and interactions. Due to advancement of
technology ,the businesses have embraced the digital marketing as a tool for
customer engagement. Being a new tool for interaction, organisations need to
understand how social media has impacted consumer buying 

The
impact of digitalization has resulted in the changes not only in human actions
but also in their behaviour. The
buying pattern of consumer is changing at a faster rate in the customer
oriented market environment, mostly the behavioural pattern of youth has as
greater influence in the purchasing behavior. The  access to information and social networking is
driving the impact of digital marketing deeper into the organization. Digital
marketing has posed many challenges to the marketer in the present scenario. The
purpose of this study is to explore the impact of social media in business in
greater detail and gain insights about how consumers experience and are
influenced by the digital environments in which they are situated as part of
their daily lives.

Key
Words

We Will Write a Custom Essay Specifically
For You For Only $13.90/page!


order now

Digital Environment,Consumer
Behavior, Behavioural Pattern, social technologies

.

Introduction

In recent years the digital environment is viewed by users from a
new perspective, in a commercial way. Its development and the emergence of
online stores have turned users into consumers. Digital technology provides a
new channel to acquire product information through peer communication,
(Kozinets, 1999) . Consumers and businesses around
the globe have been more connected than ever before with the presence of
Internet. 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 million
business pages (Facebook 2013), and 30 billion pieces of content shared on a
monthly basis (McKinsey 2011). Approximately 500 million Tweets sent per day,
at about 600 Tweets per second (Tweeter 2012). LinkedIn has more than 225
million professionals worldwide, including all Fortune 500 companies (LinkedIn
2013). The global average time spent per person on social networking sites is
6.9 hours per month (Delaney and Salminen 2012). Changes in consumer behavior
due to social media are one of the most intriguing aspects in the contemporary
marketing

 

The digital platform, on
a mass scale, connect people in ways that facilitate sharing information,
thereby reducing the opportunities for marketplace exploitation—whether by
charging more than a competing supplier for otherwise identical goods and
services or charging anything at all for products that simply don’t work.. The
Social Web dramatically levels the playing field by making information
plentiful, just as it also levels businesses and organizations that operate on
the principles of making information scarce. The Social Web exposes the good,
the bad, and the ugly, simultaneously raising up what works and putting down
what doesn’t without regard for the interests of any specific party

 

Web
2.0 is challenging business leadership not only in the marketplace but now as
well across business fronts ranging from corporate reputation and the
attraction and retention of key employees to the design of new products and
services

.Social
business—the application of social technologies as a formal component of
business processes—revolves around understanding how your customers or
stakeholders connect to your business and redefining your business to
understand, accept, and innovate based on their involvement. Social business is
about integrating all your business functions mainly customer support,
marketing, the executive team, and more. Digital platforms not only facilitates
transactions in tangible goods and services but also gives online access to
content and  services. Access to content
and digital services create numerous advantages due to low marginal costs of
distribution, instant and unlimited access and reduced environmental costs.
Opening access to information and content could also lead to increased
creativity and innovation.  

Literature
Review

Significance
of Social Media in context of Businesses

” What’s so appealing about
social media is its power to reach not just one consumer at a time, but a huge
network of friends through the open graph. Businesses must learn to do this or
risk 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 a
one-way street where you walk alone! Take your customers on the journey, and
see 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 now
influenced by complex networks of friends, family, and peers. The new market
winners will be the companies that excel at identifying and engaging with their
customers’ influencers across the Social Web.”
—Paul May, Founder and CEO, BuzzStream, Austin, TX

A study conducted on Consumer behaviour in a
digital environment in (August 2011) concludes that 
Consumers are unable to search and analyse all relevant information
available online and use
search and filtering tools to identify the most relevant information.

A study conducted on Consumer Buying Behavior
In Digital Era”  by Prof. Lalitkumar P.
Patil  to study factors which affects
consumer’s online purchase decision. The study concluded that  Increased used of internet and socialmedia
are increasing online purchase. study shows that people are more likely to buy
products and services online, there is much scope for the online sellers to
grab customers who are not yet using internet services

A study conducted on  Impact Of Information Technology On Consumer
Purchase Behavior by Dr. Mahabir Narwa and Dr. Geeta Sachdeva in (July 2013)
Objective of Study was to  study the
impact of IT on consumer purchase behavior .The findings state that every field
of human activity, may it be his daily life, official life, everything is now
influenced under the cover of IT. The findings highlight that IT has a great influence on consumer
purchase behavior. It is argued that the outcome of the study will certainly be
helpful for the marketers to define their marketing strategies accordingly.

A study conducted on  -A shift Paradigm of Consumer towards
online shopping by   Dr. Vipin Kumar*
& Kadambini Kumari  The objective of
study to improve our understanding of online and physical consumer behaviour.
People are intend to try new things & like to be noticed as early adopter
of technology advancement .

 Consumer engagement
in social media and rise in use of technology 
has resulted in paradigm shift in consumer behaviour with respect to
activities, habitats, attitude and interactions. Due to advancement of
technology ,the businesses have embraced the digital marketing as a tool for
customer engagement. Being a new tool for interaction, organisations need to
understand how social media has impacted consumer buying 

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