Digital Word of Mouth: The Effect of Social Engagement on

Consumer Buying Behaviour

By

Gaurav Raman

Lakshmi Sowmya Tata

Neha Sharma

Priti Gupta

Nirali
INTRODUCTION

Social media has changed the way people engage with brands and how they

influence others to purchase. Social media channels such as Facebook, Instagram

and Twitter are not only advertising platforms but also an enabler of consumer to

brand interactivity. Consequently, today social media has an incredibly big impact

on consumer life and therefore is one of the most useful ways to understand

consumption behavior. The purpose of this research is to investigate the impact of

certain characteristics and functionalities on social media platforms in consumer

purchasing decision, user-generated content effects over trust and brand reputation

as well for how broad implication that might be engaged by the power oof using

multi-channel approaches toward customers through several sources to shopping

from awareness up-to purchase phase towards a funnel conversion.

Research Questions:

 Which type of content on social media platforms plays a more dominant role

in influencing consumer buyer decisions?

 What is the impact of user-generated content on consumer trust and brand

perception in social media?

 How much of a part does social media play in the customer journey from

awareness to purchase?
Objectives:

To detect and study the individual behavior (advertisements, user interactions,

feedback) on social media which actually affect buying decisions.

To assess the role of UGC as a source on guidelines for consumers and buy this

versus not-buy this deliberation.

Examine how more and less engaged levels of interaction on social media

influence the customer moving through an entire journey from going aware to

making a final purchase.

Literature Review Summary:

What is pivotal about this study, is that people are progressively using social media

when deciding whether to buy a product. According to a study buyer behavior is

affected by user-generated content, peer reviews and targeted advertising the most

(Aral & Dellarocas 2010, Aral et al. And user-generated content—from reviews to

testimonials—builds trust with consumers because it reflects the real-life

experiences and opinions of other users (Chevalier & Mayzlin, 2006). Active

social media engagement also helps to build an audience of consumers who can be

mobilized as advocates with the ability to help shape one another's purchasing

decisions, and brand perceptions (Hoffman & Fodor, 2010). Building on those
findings, the researchers will develop insight into how various elements of social

media are interconnected and influence buying decisions.

Methodology:

We aim to apply a Mixed Methods research, and use both qualitative or

quantitative strategies.

1. This can be qualitative, like focus group discussions with consumers on the

elements of social media that influences purchasing decisions.

2. Direct impact of user-generated content and engagement on brand

perception & consumer trust use Facebook, twitter to distribute surveys etc.

Quantitative

3. Case Studies: Understanding the working of Social Media Case studies-

How a particular brand was successful in carrying out their social media

campaigns and how it affected consumer behavior.

Expected Findings

In the context of purchase decisions by influencers, user-generated content and

influencer endorsements using specific elements affect behavior While targeted ads
lead actions In Action For image—content-heavy categories visuals trump while

engagement rules in interaction-oriented industries

* User-Generated Content & Trust — while user-generated content, like reviews

and testimonials is critical in developing trust with consumers vs. brand messaging

key settings of persuasion change w/key demographics such as age, or social media

usage

* Engagement and Place in the Customer Journey: Greater engagement (whether

like, share or comment) used to then lead people further down their journey

ultimately opening up key touchpoints for conversions.

* Demographic Influences: A greater percentage of youth are influenced by social

media than non-youths, so perhaps the purchase influencers themselves will differ

statistically dependent on age (and also sex and class).

Significance of study :

1. What This Means for Marketers: Provides useful advice to inform marketers

about how they might need to tweak their social media strategies so changes are

likely reflected in retail purchases. Theoretical implications form another major

extension to existing theories on the influences of social networks in consumer

behavior.
2. Future Research Directions: It identifies unmapped terrain in long-term

racial/ethnic differences and the relationship with engagement

Consumer Insights: Educating consumers about the purchasing power of social

media.

3. Builds a bond between brand and consumer: Community and loyalty

development-based scenarios are easy implemented using the call of social media

nature

timeline:

Phase Duration

Literature Review Week 1

Questionnaire Design Week 1

Data Collection Week 2

Data Analysis Week 3

Writing and Revision Week 4

Conclusion

This research proposal describes a structured investigation into significant

influences that social networks have on consumer purchasing behavior. The

specific elements which affect the buying decision process, the effects of user-
generated content, and how the very process of engagement takes place right from

awareness to the actual purchase-this study tries to contribute its bit towards

adding value for improvement in marketing strategies in the digital landscape.

Understanding these dynamics will finally prepare brands for how to navigate the

social media platforms for maximum optimization.

Citations:

Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges

and opportunities of social media. Business Horizons, 53(1), 59-68.

https://doi.org/10.1016/j.bushor.2009.09.003

Wolf, A. (2022). Social media influencer marketing: A comprehensive review.

Journal of Marketing Communications, 28(2), 120-145.

https://doi.org/10.1080/13527266.2020.1864474

Tuten, T. L., & Solomon, M. R. (2017). Social media marketing. Sage Publications