Social Media Sites And Consumer Attitudes

QUESTION

Consumer Behavior

Assignment Week 4b

Reflective Journal

Social Media Sites and Consumer Attitudes

This week one of the topics we’re discussing consumer attitudes and the components of consumer attitudes. We have learned that consumer attitudes toward products are influenced in a variety of ways. Consumer attitudes can be influenced by friends, family, previous experiences and the Internet.

Think about the social media sites that you use on a daily basis. Pick two of the most popular social media sites that you use. Examples could include: Vine, Instagram, Facebook, Twitter or Pinterest, etc. Reflect on the two sites you picked and discuss how these sites influence your attitude about products. Be sure to cite in your reflection specific examples.

Your work should be at least 500 words and draw from your own personal thoughts and ideas. This journal entry should be written in first person and use concepts from the lesson. If you use information from the textbook or lecture, be sure to cite your sources.

ANSWER

Introduction

The success of a product depends a lot on how the intended customers view it. The attitudes of consumers towards a certain product are dependent upon various factors. Factors such as praises by friends and family, experiences with the product, advertisements, and the Internet influence how we look at products. Firms put in marketing efforts such as online advertisements in a bid to positively influence consumer attitudes towards their product. In the recent past, social media platforms have developed at an alarming rate, becoming sites that comprised of very many people, accessing information at the same time. Businesses have shifted their focus to social media platforms, allocating huge portions of their budgets to online advertising through the various platforms.

Facebook’s Influence on Consumer Attitudes towards Products

Being a subscriber of the Facebook platform, I come across various advertisements and posts about products on the site. During the daily interaction with friends and users of Facebook, I get to read commentaries about different products. The positive comments, and positive feedback about certain commodities, coupled with high ratings ensure that I develop trust in this products. Negative comments from people who have used a product have the effect of creating doubt towards the product. Consumer trust directly affects the intention of consumers to buy a product.

Whenever my Facebook friends or followers encourage or advise me to trust and purchase a certain product, I am more likely to believe them and use the product. The purchasing procedure of various products has also been made easy, as presently, I am able to order and purchase many products through Facebook. Companies offering products have invested in social platform sales, with interfaces to order, pay for, and receive products through delivery providers present. Consumers go through several stages before the purchase of a product, stages such as evaluation of alternative products, and assessing of the views of other people who have used the product. I go through these stages whenever I come across a product I intend to purchase, on Facebook.

Instagram’s Influence on Consumer Attitudes towards Products

Instagram, being a social media platform that involves the posting of photos and videos, is a very good site for placing adverts of goods and services. Companies put up well-crafted photos and videos of their products, to try and influence people to purchase them. People also post photos of themselves, using various products, on Instagram. I come across very many adverts on Instagram. An example is a video advert by Land Rover car manufacturer, of their 2017 Range Rover model. The video displays the capabilities of the SUV, such as low fuel consumption and the attractive body.

Prior to watching this video, I had no interest in owning a vehicle in the near future, despite coming across many mass media advertisements of cars on TV and billboards. However, when this video popped up on my Instagram homepage, it was so intriguing and well fashioned, ignoring it was not a choice. I kept replaying it until it created the interest of purchasing a Range Rover car in the near future. My Instagram followers also liked the video, and many of them would want to get one. I would love to get the feeling of belonging to the prestigious class of people owning such a car.

Conclusion

Management should focus on the large numbers of people, especially the youth, which can be reached through social media advertisements and promotion efforts. Social media has a very big role in the creation of a positive consumer attitude towards any product.

References

Range Rover Instagram advert: https://www.instagram.com/p/Bf0fL3Enm8J/?hl=en&taken-by=landrover