Customer Buying Behavior: Impact of Social Networks

Customer Buying Behavior: Impact of Social Networks

Customer behavior is the study of individuals, groups, or organizations and the process they use to select, secure and dispose of products, services, experiences or ideas to satisfy needs and the impacts that these processes have on the customer. It attempts to understand the decision-making processes of buyers, both individually and in groups such as how emotions affects buying behavior. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, social media and society in general.


Social networks are defined to be platforms/websites which link millions of users from all over the world with same interest, views and hobbies. Blogs, YouTube, Facebook, Twitter, MySpace are examples of social media that are popular among all level of consumers.

The number of those who use social networks has grown globally, and what they come across while accessing any of the social media platforms strongly influences their interest and buying decisions, playing role in pushing them to the point of actual purchase.

In recent years, the online environment is viewed by users from a new perspective, in a commercial way. Its development and the emergence of online stores have turned users to consumers. Also the most important role of social media has changed the way of how consumers and marketers communicate.

In marketing practices, such as advertising and promotions, social media has played an important role due to its popularity and has also influenced consumer behavior from acquiring information to post-purchase behavior such as comments of satisfaction/dissatisfaction about a product, services or company. It has provided an opportunity for businesses to engage and interact with consumers and build strong relationship.

Research has confirmed it that more reason people prefer online transactions are convenience, option to choose prices from different websites, lack of queues and home delivery mode involved in some.

It is therefore advisable for all companies to be on almost every social media platform so as to improve and increase sales, audience and build strong customer relationship.


Simon Page College of Marketing Eshun
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