An Investigation On The Impact Of Social Media On Consumer Buying Behavior A Case Study Of Cosmetic Retailer

The purpose of this research was to investigate on the impact of social media on consumer buying behavior : A case study of cosmetic retailers.With the objective to identify the factors influence consumer buying behavior through social media and what are the reason behind that influencing on consumer buying behavior.Social media has changed the way how we communicate,in particular between consumers and businesses(Maggiani 2014).The marketing communication strategies with the customer have significantly changed with the emergence of social media(Mangold and Faulds 2009).With the benefit of social media that provides a two-way communication platform which allow the consumers and businesses to connect and interact help the businesses to better understand their customers(Siddiqui and Singh 2016).Since,social media is playing an important role in our lives especially to our behavior and it is important for the online seller to understand of how to reach and satisfy the consumer expectation in this competitive business channel.Technology today has become one of the essential in our everyday life and especially with the use of Social Media as it is an effective channel in the online shopping process.This process can be described as an electronic commerce process that allows consumers to interact and buy products or services from an online sellers or company to meet their purchases' needs.Social media have played a significant role in extending this occurrence faster(Hennig-Thurau et al.,2010).By communicating and interacting with consumers on Social Media could lead to an increasing of potential consumers and also the chance of turning those potential consumers into real buyers.In addition to changing existing potential consumers into buyers,Social media inspire those buyers to review,promote or share their positive or negative opinions of their purchases experience about the products or services that they have purchased with their friends on Social media(Parson,2013).This research will use quantitative research approach.The data collecting method is questionnaire survey.The sample group in this study is randomly selected.The online questionnaires mostly were distributed via social media such as Facebook,and Line application which take shorter time and cheaper cost when compare to other method.The sample consisted of 273 people who used the service on social media.The results from questionnaire is analyzed by using SPSS application program to determine the relationship between factors.The finding and analysis from the collected data shows that even though website factor is a significance factor that affect to consumer buying behavior but the other three factors are not which are brand and characteristic of product,consumer experience or consumer skill and clickstream behaviorOverall,this dissertation is beneficial to online seller to gain a deeper understanding of online consumer buying behavior and apply for marketing strategy in order to compete with competitors within this online marketplace era.Website factor is suggested to be one of effective factors in influencing online consumer buying behavior.