The journal Social Media and Its Impact on Consumers Behaviour by Ioanăs and Stoica (2014) states that technology has provided power to the consumers to search for their desired products and services in the social media and criticise or label them. For this reason, many business organisations have introduced a home page in the social networking sites to provide information about their products and services for the consumers. These home pages allow the consumers to provide their feedback about the products and related to the product developmental phase of the companies. The companies have the opportunity to get new customers by gaining positive reviews in the feedback section. The authors conducted a quantitative research in order to identify the impact of social media on social media marketing on consumer behaviour.
The research outcome reveals that the social media users and the online buyers are mainly young. They seek for online reviews before making their purchase making decisions. The factors that are taken into account by the online buyers are availability of online transactions and home delivery of the products. Finally, it is concluded by the authors that in the virtual environment, the social media networks have huge role to play in influencing behaviour of the consumers. Therefore, it is essential for the marketers to include the peer review section in their social media advertising while developing their advertisements. This aspect would enable the consumers to get attracted towards the products and make their purchase making decisions (Ioanăs and Stoica, 2014). The consumers who are willing to purchase products and services of the company should be provided with detailed information about the product and feedback of the customers and their satisfaction with post sales services. Technology enables consumers to search for these aspects in the social media networking sites easily before making their purchase making decisions.
TONȚ et al. (2015) published the book A Conceptual Framework of the Impact of Social Media Marketing on Consumer’s Relationship and illustrated the perspectives of social media marketing. The authors pointed out that in the fashion industry, there is a rapid change to integrate, adapt and create conversations and bridge the gap between the consumers and the brand. Therefore, social media marketing has been used as a tool to trigger response, entertain, engage and communicate with the consumer market place. The main motive of the fashion companies is to enhance customer experience with the product and ascertain long term relationship with them. Ultimately, the companies desire to incorporate their brands in the lifestyle of the consumers.