The role of digital and social media marketing in consumer behavior

1           Customer satisfaction and digital media

The customer experience and changes in the behavior are being observed in the past few years, and management is focusing on it. However, firms that are operating functions at the global scale have different business plans and strategies for each region. The industry is diversified as well as marketing tools are increased, such as digital media is promoted from the past few years, which include a website, social media, and mobile applications. The management of the firm does design strategies to attract and engage customers on social media platform as it does impact on their satisfaction and affect positively on buying decisions. The management is performing operations by developing the network with the help of digital media. The administration is engaging customers with the help of Youtube, Videos, Twitter, Facebook, and other mediums are also focused. The management makes conversation with customers when they face problems that impact on customer satisfaction as well as it allows management to maintain a long-term relationship with customers and make them loyal (Sashi, 2012).

The rapid growth is observed in the digital media, and the behavior of the consumer is changing rapidly. The management is working to capture the behavior of customers. The significant changes are observed as a virtual relationship is promoted with the help of digital media. The companies are sharing information with the people, and each feature of the product is highlighted, which impacts customer satisfaction. The companies are also performing activities to engage customers and offering competitive prices to satisfy the users. However, one of the strategies that are adopted by management is product diversification; the management offers multiple products under one brand because it increases the sales as well as attracts customers. Also, digital media affect consumer satisfaction because the company considers customers’ opinions and communicate with them. Further, the consumer gets pro-active services, which create convenience and enhance their satisfaction. With the help of digital media, the customized product industry is expanded, and the market power of most of the industries shifted into the hand of customers. The changes in demand for the customer are considered by companies to satisfy more and more customers. The information is derived related to trends and changes in consumer behavior from digital media (Tiago & Veríssimo, 2014).

The management is adopting different strategies to attract customers. For customer satisfaction, companies are using customer relationship management (CRM) software to capture potential customers. The management design strategies by capturing potential customers with the help of social media and CRM. When management can derive the most appropriate strategies for digital media, and they are able to fulfill the demand of customers, it contributes to customer satisfaction. It also plays a role in the development of relationships among the company and customers. However, to satisfy the customers is not an easy task because of the increase in alternative products and frequent changes in consumer behavior. The management communicates customers on a regular basis and interacts through digital media as it can satisfy them as well as make customers loyal (Malthouse et al., 2013).

2           Marketing through Digital media in Pakistan

The internet users in Pakistan and the users of social marketing are also growing rapidly; as a result, it is increasing the motivation for the organization to use the social media market. The technology is closing the gaps between the people around the globe, and social media is replacing the traditional form of marketing. Due to the high rush on social media, organizations are hiring advertisement agencies to maintain the inflow of targeted customers. Social media marketing is taking the attraction of the targeted audience through the advertisement meaningful to the targeted customers. The social media marketing is affecting the buying behavior of the customers in Pakistan, this is why social marketing is growing rapidly, and the sellers are getting a good response from the Pakistani audience. The age group from 18-25 years is active on social media with an average of 3 hours per day, and they are well aware of social media marketing. As per the results, awareness asks them to buy the products, and their decision is also being affected by marketing at social media (Naqvi, 2015).

The textile sector is one of the fastest-growing sectors in Pakistan, and the targeted audience is females because they are most contributors toward Pakistan’s textile and clothing. Social media marketing has a positive impact on the buying behavior of the customer, and this is a motivation for business in the clothing sector to under social media marketing. The social media marketing is proving to be effective because it attracts a large number of the targeted audience, and it is relatively cheap, the expense is preparing marketing and pay marketing agencies to show the product to Pakistani customers on a priority basis (Saher et al., 2016).

The social media market is largely used under Pakistan, and there is an expectation that the self-identity and brand relationship quality. The effect of social media is also positive on both of them, indicating that social media is affecting the buying behavior of the consumers in Pakistan. The research is positive with three relationships; the first one is that social media is proving to be the two-way communication through feedback and other means. The second positive relationship is self-identity from both sides, the buyer and the seller; the feedback gives the opportunity to the brand quality. The third motive satisfied is that the product improvements take place; in this way, the brand uses to improve the product and give customer satisfaction through making improvements in their products (Maleeha, Wardah & Shahida, 2018).

The social media presence of the brand is important, but some brands have enough confidence in the loyal customers. It indicates that the digital media advertisement for brands also has a positive impact on consumer behavior because the consumer assumes that the high social media presence of the brand makes them more conscious about the brand. This is observed in the consumption of FMCG consumers and the service sector in Pakistan (Ahmed at al., 2019).

3           Digital media channels

Digital marketing is replacing the traditional market, and there is a number of channels used by marketing agencies to attract customers. The digital media channels are proving to be effective and cheap as compared with the traditional method of marketing. The methods are new and advanced; those are using the internet and digital service; the channels are; social marketing, content marketing, email marketing, affiliation marketing, display advertisement, search engine advertisement, and many other means are used. The reason for the high popularity and growth of the digital market is the better marketing return on investment (ROI). A large number of the targeted audience is being communicated, and the actual revenue takes place; as a result, this is why it is more famous. Tradition marketing methods were easily ignored, but now the digital marketing methods are effective with the help of digital marketing agents. The marketing agents, with the use of these technological tools, make sure that a large number of audiences have been attracted and communicated about the product or service. The marketing agencies are also making the advertisement attractive enough that the targeted audience will notice it; as a result, the sales are boosted with the help of digital marketing (Talafuse & Brizek, 2014).

The digital media has a large effect on consumer behavior because, in the current era of technology, the people are using digital and social media, and as a result, the digital marketing seems to be cost-effective. There are five themes of digital and social marketing; digital consumer culture, effects of the digital environment on consumers, online word of mouth, response to the digital advertisement, mobile environment. The advertisement methods are more than many, and the information through digital marketing is easy to share; this is why this method is used for marketing (Stephen, 2016).

4           Facebook

The online marketing is targeting a number of audiences, the young generation has most of the information about social media marketing, and on average they spend 3 hours a day using social marketing and most of the time they are using Facebook. In the modern world, the advertisement through Facebook has a positive impact on the buying behavior of the young generation. Although the perception is different if gender is considered, males have a positive view about advertisements on Facebook, whereas the females have negative comments over advertisements on Facebook. It is indicating that boys like advertisements at Facebook and buy products as well, whereas, in the case of females, it is opposite (Rehman et al., 2014).

Facebook is widely used as a social networking website; it is used as a platform to connect with people around the globe. Facebook is also used by many organizations as a mean of advertisement and marketing, and it is also considered as cheap and effective. There is a large number of people using Facebook; this is why the number of organizations is attractive to target the audience of their country. Facebook communities can be helpful to know about the person belonging from, and the advertisement of Pakistani company will target only Pakistani people (Fowdar & Fowdar, 2013).

5           Twitter

The social media use to affect consumer behavior because the reflection of products and their reviews attracts the customer to buy the products through the use of social media marketing. In this world of freedom of communication, a large number of people using twitter and spending lots of time on twitter as well. The results indicate that the buying behavior is largely affected by the marketing at Twitter, there is a large number of consumers giving more preference to twitter as compared with the other social marketing platforms. The perception of people is being changed with the help of social media marketing because the regular view of products asks them to go in detail and select it to buy if it is the best fit for the person (Vinerean et al., 2013).

Twitter is a platform where people use to give their opinion, or in other words, the review is being given by the people. It is proving to be helpful for the people selling good products and for the people looking for the product best fit, the comment or review by people. This is why twitter is proving to be one of the most useful social marketing to get a review of the product and analyze the product review, either the product best fits for the person. This is why the marketing strategy is being used by them to analyze the product, and the company is more motivated to choose twitter for marketing (Poturak & Softic, 2019).

6           Instagram

The social media platform is used to explore the marketing, and there are large numbers of marketing companies involved in social media marketing. Instagram is used for the purpose of conventional mess media, and there is a number of marketing coming while using Instagram. According to the research, there are numbers of people using Instagram as a social media platform. A large number of users and ease of doing marketing makes the organizations to use it for marketing purpose, and they have successfully changed the consumer behavior. Instagram has a positive effect over online shopping, customer trust significance. Instagram has shown positive results for e-commerce that makes Instagram attractive for the marketing of e-commerce business (Astuti & Putri, 2018).

7           References

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Maleeha, S. S, Wardah A. M., & Shahida, S. (2018). Impact Of Social Media Marketing On Self-Identity And Brand Relationship Quality: The Moderating Role Of Product Involvement. Retrieved from <http://journal.kinnaird.edu.pk/wp-content/uploads/2018/05/Paper-7.pdf>

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