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How does Social Media Marketing influence Consumer Behaviour?

Human Behaviours and Emotions are dynamic and a tough subject of research.

But, If we recognize those foundations, we will be able to assess all of this new technology.

People are growing more empathic, since connection and social media are allowing them to see other people around the world in ways they have never seen before.

The world has evolved and is evolving with each passing day.

You must have even evolved with the world. This Pandemic has clearly taught us this. Right?

With more consumers making transactions online, we need to be able to follow their online behaviours in order to collect the data we need to improve their experience—and our bottom lines.

With individuals spending hours every day either actively or passively linked to the internet world, it’s no surprise that many see it as an important component of the future of marketing. 

It has a plethora of information that marketers could only dream about a decade ago. Meanwhile, its technological position makes implementation easier than before.

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54 percent of social media users investigate items on social media, and 71 percent are more inclined to buy products and services based on social media referrals.

We are sure you’ve made a purchasing choice based on anything you saw in your feed at least once, whether it was a post from a buddy or an ad that swayed you.


The study of how individuals and organisations purchase and use products and services is known as consumer buying behaviour. 

​​This mostly focuses on psychology, behaviours, and motivations, such as how individuals pick between businesses, how they analyze and shop, and how marketing campaigns may be enhanced so that brands can influence consumers successfully.

Personal, psychological, and social aspects mostly impact consumer purchasing behaviour.

Personal aspects are concerned with a person’s hobbies and attitudes, which are influenced by their demographics.

Psychological aspects are determined by their perceptions and attitudes, which include their capacity to grasp information and how they see their requirements. 

Finally, one’s peer groups, socioeconomic levels, and even social media impact are all examples of social influences.


The purchase is only a step.

The customer buying process has six stages, and as a marketer, you can effectively promote them.

  1. Problem Recognition

You begin the buying process by spending the time to “create a problem” for the consumer, whether they acknowledge it or not.

Before making a purchase, the consumer must have motivation to think that what they want, where they want to go, or how they see themselves or a situation differs from where they actually are.

Do you remember scrolling your Social Media and coming across some product, you don’t require, but were amazed to see what problem does it solve?

Here when we stop to see this product, is when a first desire is triggered.

Just Notice, before seeing this- you were not even aware of the existence of a product like this. But now you have a clear reasoning of how it can help you. 

This solved a problem you were not even aware of.

Begin with content marketing to achieve this. Share statistics and testimonies about what your product or service can offer.

In order to engage the potential consumer in the purchasing process, ask questions. This assists a potential consumer in realising that they have a need that should be met.

  1.  Information Search

What would you do next when you have learnt about a new product and resonate with the problem it solves?

You will start researching the product, right? You will look up for all the Information you intend to purchase.

As a marketer, you should help your customers satisfactorily pass this stage. For this you have to create contents for your Social Media which clearly list the uses, benefits and all details that a customer can probably think of.

Ask your team to brainstorm content Ideas from the viewpoint of the customer and address all points in different content types which will be helpful not only in Educating but making Customer buying Journey short and easy.

Building a variety of Contents to the information search process keeps you in front of the customer and ahead of the competition.

The types of Content that can work for this stage are Informative, Educational, Infographics, Reviews and Influencer.

  1.  Evaluating Alternatives

Customers want to know they’ve done their homework before making a purchase today more than before. 

As a result, even if they are certain of what they want, they will want to examine alternative possibilities to guarantee their pick is the best one.

It couldn’t be easier to market to this. Keep them on your site during the stage of evaluating options.

At this point, your marketing efforts should seek to persuade prospects that their criteria fit the characteristics of your product.

There is no set strategy for this part, but the following practices for your overall Social Media Content strategy is going to Impact Customer buying journey.

  1. Tone of the brand
  2. Moodboard of the Brand
  3. Variety of Content
  4. Engagement with the Customer
  5. Influencers linked to your brand.

Ask your Marketing team to be consistent with the above to get best results.

4. Purchase Decision

The Consumer is now on the verge of making a vital decision: to buy or not to buy.

At this point, the client has considered all of their alternatives, understands the pricing and payment options, and is contemplating whether or not to proceed with the purchase. 

They might still elect to leave at this time.

As a Marketer, Now is the time to level up your game. 

The strategy here should be: Businesses must concentrate on building a sense of security and providing persuasive reminders of their requirements.

If a Customer chooses to walk away from a purchase, now is the moment to entice them to return.

Even if the chance appears to be gone, retargeting or simple email reminders that speak to the need for the product in issue can positively influence the purchase decision.

Retargeting ads is the key to let your Customer pass this buying Journey.

Ask your Marketing team to work on remarketing ads. This is highly recommended, as this is the point where Profits are either made or Lost.

5. Purchase

All of the steps that lead to a conversion have been completed.

However, this does not imply that it is a foregone conclusion. A customer may still be lost.

Purchase is something that happens beyond the gambut of Social Media. But Understanding and reviewing this process to consistently improve your Social Media Content strategy will be helpful for your business.

Purchase mostly happens on your Website. So for this part, you need to fix your Website rather than Social Media.

Customers at this stage can still be lost owing to factors like complex checkout processes, difficult-to-navigate ecommerce sites, and unresponsive or malfunctioning parts. 

Keeping the procedure simple and straightforward might be the difference between a successful and unsuccessful transaction.

Marketing to this level is easy: keep it basic. Online, put your brand’s buying procedure to the test.

Ask these key questions and make necessary changes. 

Is it difficult?

Are there  too many steps? Is the loading time too long?

Is it possible to make a purchase on a mobile device equally as easily as on a desktop computer?

And other questions which can be a hindrance in the Customer buying process.

As Website is the Main component to look after at this point, make sure you create, revamp or update your website.

And while you do that, follow best practices for it. If you are stuck at this process, Read this article on Tips to create a great website.

6. Post Purchase Evaluation

This step is often overlooked from Social Media Marketing Point of view. As this cannot be implemented in Social Media Marketing, but overviewing this step is very crucial.

The Process does not end with the purchase, infact reviewing and planning at this stage will retain Customer Loyalty..

There are two situations that often arise here:-

One:- If a consumer believes a mistake has occurred, he or she may be able to return the item. This can be addressed by recognising the source of the conflict and providing a clear and straightforward exchange.

Two:-If the customer is happy with his or her purchase choice, whether or not he or she will make another purchase from your brand is still up in the air. 

Keeping both the situations in mind, providing follow-up surveys and emails thanking customers for their purchases is crucial.

Take the time to learn and implement the six stages of the customer purchasing process. 

This guarantees that your Social Media Marketing approach targets each step, resulting in improved conversion rates and long-term consumer loyalty.

Hope this blog helped you connecting dots on Consumer behaviour and Social Media Marketing.

If you want more information on Digital Marketing, check our blog on Digital Marketing.

Schedule a free consultation with one of our paid advertising professionals to discuss your Social Marketing strategy. We can assist you in identifying opportunities to combine paid and organic marketing to improve your consumer experience and, ultimately, maximise your marketing ROI.


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