How social commerce is affecting consumer behaviour
Whenever
it comes to trust, we tend to put our faith in familiar people and known faces.
This is because we know the person based on our personal experience and trust
them more than any other strange face. When it comes to money that is where all
the actual influence works. If nobody trusts you, why would they invest in you
or your products? These are the basic premises of market forces. Trust is a
valuable but hard asset to earn.
In the
olden days, people used to communicate and products were promoted based on
their experiences. Every organisation strives to gain the trust of consumers.
The very first step is to understand how people view your products and how they
learn about them. A business that just started, has to convince its customers
as most consumers may not be aware of the product or its offering. So the real
question becomes - how will they be able to promote it at an individual level?
For
instance, imagine a scenario: While walking on the street, you, as a walk-by
stranger, noticed someone’s saree and could not help but ask them about it- how
would they answer?
-- If this was before the internet era, she would probably name the shop where
she purchased and would probably talk about it and other products she probably
looked at. As a result, it could be concluded that she promoted the product,
and since she is in your social circle, you may be tempted to purchase a
similar product.
During
the internet and ecommerce age, this same behaviour still exists. Just the
difference is that earlier people liked the products and prices they used to
shop whereas now people can compare the price and material.
Soon,
just like flowing water, these social platforms started growing in business
aspects and became a free space where most people started to promote their products/services.
Nowadays social platforms play an essential role in marketing for firms. This
eventually helps the individual and growth further.
Technology
has become an integral part of our lives. Customers of today are most
influenced by whatever they see online and influenced by messages and posts
that appear on social media. They can even chat, comment, and be in touch with
their long-time friends and physical distance is no longer a barrier for
consumers to connect with their friends and family. This connection has spawned
off a new type of commerce - social commerce.
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