Assignment #2- Four Source Essay.docx - Social Media...

Social Media Marketing and its Impact on Consumer Behavior
Michael
WRTG 391 6382 Advanced Research Writing
University of Maryland University College
Date: 2 February 2019

Introduction
Social media platform is not only for news, entertainment, and communications between people;
it also provides opportunity for the companies to disseminate their product information to their
consumers. Consumers use social media to share their experiences and opinions about the
products or services to others. Social media causes to influence consumer’s behavior as they get
to know the information about the product, they want to purchase in one click on their gadgets
like cell phone and personal computer. Is social media marketing beneficial to both end? Isn’t the
reliability on social media marketing questionable since there is always the chance of
manipulation of fake information? How should brand address the issue of rivalry between their
fans? The study discloses the effects of activities on social media and its impact on consumers. It
also suggests how important for the brands to analyze data found on social media to plan
strategically and accordingly.

Social networking sites provide the information of products such as cosmetic, household
goods or fashion which may impact on the consumers’ purchasing decision. The study conducted
by Purgat (2017) shows that advertisements on the Social networking sites, especially the
information on the new products are considered most significant to stimulate the consumer’s
purchasing decision. According to him, consumers not only gather information from social to
purchase the product they like; they also share their purchasing experiences to other customers.
In the marketing world, sharing the experiences in the social media is also called an electronic
Word-of-Mouth. Purgat (2017) says communications between the consumers, happened in social