K. Nirmala


Roughly, one quarter of online time is spent on social media platform according to Nielsen. The internet’s viral and social capabilities have created a completely new forum for consumers. Internet communities, blogs and social networks have become the part of life. Social media is used to communicate and engage with family and friends. Today we can divide the social mediain to 6 groups. For the brands, social media appears as away to reach new customers and to reflect their feelings. Now that you know the basics of how social media influence works, it should not be difficult to diagnose the success or failure of a social media campaign, at least from a data analytics perspective. As shown in the photo above, any broken link between the influencer and the target is enough to break the chain and stall the whole influence process. Digital and social media has spurred brands to develop research tactics that hone in on the social behavior of consumers online. Observing and understanding how consumers behave and interact with each other has led to the introduction of new semantic analysis technologies allowing companies to monitor consumer buying patterns based on shared and posted content. The data helps sales and marketing professionals improve segmentation to target prospects and customers.


The Impact of Social Media on Purchasing Behavior, Volume One: Initial findings, United States 2008, Deiworldwide.

Tracy L. Tuten and Michel R. Solomon,” Social Media Marketing.

Angeline G. Close , “Online Consumer Behaviour: Theory and Research in Social Media”, Advertising and E-tail.

David Kirkpatrick, “The Facebook Effect” The Inside Story of the Company that is Connecting the World”. social-media-on-consumer-behaviour-020512 blogs-on-consumer.html

Full Text: PDF


  • There are currently no refbacks.

International Journal of Logistics & Supply Chain Management Perspectives © Pezzottaite Journals.