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The Impact of Social Media on Consumer Buying Behavior

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Sara Ismael

on 1 August 2014

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Transcript of The Impact of Social Media on Consumer Buying Behavior

Methodology
Findings & Discussion
Conclusion
Introduction

Importance of Social Media in Online buying

Online buying in the World

Online buying in the Arab World

Research Problem
Outline
Introduction
Research Problem
Objectives
Methodology
Findings & Discussion
Conclusion
Limitation and Future Research
Contributions
The Impact of Social Media on Consumer Buying Behavior
Objectives
Understand which consumers are mostly influenced by online purchasing.

Reasons that tempt consumer to purchase online.

Types of products that are mostly purchased using Social Media.

Types of Social Media that are mostly used by consumers in Oman.
Elham Al-Mukhaini
Israa Al-Dhuhli
Sarah Ismael

Questionnaire
Interview
34 Omani participants.

20 (students) - 7 (professors) - 3 (employees) - 3 (unemployed) and 1 (entrepreneur).

10 participants interviewed face to face.

24 participants through e-mails.

Open-ended questions + matrix table
Factors influence Online Insiders and Social Clickers in purchasing process
Types of products suitable for Social Media
Types of Social Media mostly used by consumers to shop online
Limitation & Future Research
Contributions
Consumers will understand which suitable social media to use.

Support businesses to recognize their consumers’ orientation, expectation, requirements and interests.

Finding ways to cover better products' information provided to consumers.

Businesses will recognize which SM are mostly used by consumers.


Theoretical
Recommend businesses about the best Social Media to be used.

Encourage consumers to purchase online using social media.

Recommend certain products to be purchased online.


Practical
With Love,
Insiders
Importance of Social Media in Online buying
Online buying across the World
45% of online shoppers select Instagram (Oman).

51% Facebook the highest rate (previous studies).

“From my previous experiences, I like to use Instagram because traders are well known and trustworthy. They also post comments of other consumers' opinions about different products.”

40% >> other websites ( Amazon, e-bay and Google+)
12% >> Facebook
3% >> Twitter as a tool to shop online.


85%
87%
83%
81%
53%
3.7 %
??
(48%) Online Insiders (online shoppers) >> 50% twice per month.
(52%) Social Clickers (regular online users)
(84%) Young consumers (18 to 25 years-old) - Muscat









Not buying online ??
Distrust.
No security associated with websites.
No Credit cards
Lack of awareness of the buying process.

Reasons/factors:

(40%) >> Culture factor >> friends and relatives >> reviews and feedback.
result: (61%) >> easier, faster and substantially save time; few minutes to finish the purchase process.
(17%) psychologically >> trusting social media >> designed to have higher security >> protecting their accounts and personal information.
Products' services >> provide special offers >> cheaper.

Australia
Europe
North America
South America
Africa
Middle East
Oman
Total participants : 341
Tangible & Intangible

65% >> Fashion
27% >> Intangible (e.g., computer software)
8% >> Combination of both
Factors influence Online Insiders and Social Clickers in purchasing process
(48%) Online Insiders (online shoppers) >> 50% twice per month.
(52%) Social Clickers (regular online users)
(84%) Young consumers (18 to 25 years-old) - Muscat








Not buying online ??
Distrust.
No security associated with websites.
No Credit cards
Lack of awareness of the buying process.


Factors:

(61%) >> Informational factor >> provide special offers >> cheaper..
(17%) psychological factor >> trusting social media >> designed to have higher security >> protecting their accounts and personal information.
(10%) >> Cultural factor >> friends and relatives >> reviews and feedback.
Full transcript