Role of Reviews on Social Media in Shaping Buying Behaviour of Youth
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Page: 335-339
Ajay Singh and Sanjeev Kumar (Haryana School of Business, Guru Jambheshwar University of Science and Technology, Hisar, Haryana)
Description
Page: 335-339
Ajay Singh and Sanjeev Kumar (Haryana School of Business, Guru Jambheshwar University of Science and Technology, Hisar, Haryana)
The decisions and actions people take when making purchases of goods or services are referred to as consumer purchasing behavior. In this process, multiple factors are involved, such as social influences, cultural norms, economic factors, and personal preferences. Businesses can better target their marketing campaigns to draw in and keep customers by having a better understanding of consumer purchasing behavior. Reviews have a big impact on what customers decide to buy. Positive evaluations can increase consumers’ intent to buy by fostering a sense of confidence and trust in the goods or services. Negative reviews, on the other hand, may put off prospective buyers. A lot of customers use product reviews as a guide when making decisions, particularly when they shop online and are unable to physically inspect or handle the item. Reviews can influence purchasing decisions by offering information about a product’s performance, quality, and customer satisfaction. Because of this, companies frequently work to compile and display favorable reviews in order to increase their trustworthiness and draw in more clients. Reviews are a kind of social proof that reassures prospective customers about a product or service’s dependability and quality. Compared to traditional advertising, they offer first-hand accounts from other customers, which may be more persuasive. Reviews also play a role in shaping the perception and reputation of a brand. Negative reviews have the potential to harm a brand’s reputation, but positive reviews can help build one. Because of this, companies frequently actively monitor and address reviews in order to preserve a positive reputation and positively affect customers’ purchasing decisions. Consumer views of value are influenced by reviews as well. Prospective customers may believe that a product or service is worthwhile even if it has a higher price tag if they read positive reviews that highlight the advantages and satisfactions obtained from it. On the other hand, unfavorable evaluations that highlight flaws or unhappiness may cause customers to doubt the value proposition. Therefore, reviews influence not only the decision to buy something right away but also the loyalty and advocacy of a brand over time because happy customers are more likely to recommend products that they have used and found satisfactory. Through this research paper, research studied role of reviews on social media in buying FMCGs. The results of this study further corroborate the notion that reading reviews on social media facilitates reasoned decision-making. These days, social media is among the best tools for advertising.