The effect of

social media
marketing on
online consumer
behaviour.
P R E S E N TE D T O: D R. C HE R O U K A M R.
What is
the article all about?

T H E A RT I C L E S H O WS H O W S O C I A L M E D I A
A F F E C T S O N L I N E C O N S U M E R B E H AV I O R
D I R E C T LY.
A N S W E R S T H E Q U E S T I O N S O F:
• W H O A R E T H E P E O P L E I N T E RAC T I N G
ONLINE.
• H O W E N G AG E D A R E T H E Y I N O N L I N E
AC T I V I T I E S .
• T H E E VO LU T I O N O F S O C I A L M E D I A.
LITERATURE REVIEW

I T ' S D I V I D E D I N T O TW O PA RT S :

• T H E D E V E LO P M E N T O F S O C I A L M E D I A
MARKETING.
• S E G M E N TATI O N O F S O C I A L M E D I A
USERS.
 RESEARCH METHOD
T H E M A I N P U R P O S E O F TH E R E S E A RC H I S T O D E T E R M I N E
T H E S T U D E N T S C H A RAC T E R I S T I C S I N T E R M S O F S O C I A L M E D I A
E N G AG E M E N T.

T H E DATA W E R E G AT H E R E D TA R G E T E D A U D I E N C E DATA C O LL E C T I O N T H E DATA W E R E

T RA N S L AT E D BY

online consumer students of primary SPSS Statistical

survey. Lucian Balga research. system.
THE RESULTS
T H E Y D E V I DE D TH E DATA I N T O 4 FAC T O R S T H AT H E L P S I N
U N D E R S TA N DI N G A N D A N A LY Z I N G S T U D E N T S S O C I A L M E D I A B E H AV I O R.

EXPRESSORS ENGAGERS
NETWORKERS WATC H E R S A N D
AND They’re interested AND LISTENERS
I N Fget
They ORMERS by posting S O C Iso
They’re A Lactive
IZERS in They have a
interested in the feedback and social media Fb,
limited online
online world articles, reviewing Twitter
operations, they
mainly about pages, they etc., and they
just want to
update their profi le
themselves though always want to let
pictures, tag others, watch tv,
blogging and us know about
comment, videos, listening
twittering, staying their opinion in
communicate to music and
up-to-date all the various subjects. constantly with each just uploading
time.
other’s. music or videos.
Then, three more factors were obtained because they wanted to examine the underlying
attitude of their reactions toward online ads.

They did cluster analysis in order to do segmentation based on the factors that has been newly
created.

THE FIRST THE SECOND THE THIRD

C LU S T E R C LU S T E R C LU S T E R
they don’t engage and they they trust their personal contains the respondents

have negative reactions to sources of information, who engage in all kinds

social media, but they have they have a negative of social media,

positive reactions toward reaction toward ads, and ( Engagers, Expressers,

ads for the purpose of they’ve been on social Informers, Networkers,

fi nding out more media for two or three Watchers and

information. years. listeners).

Critiques
S T R E N GT H S A N D W E A K N E S S E S :
It was based on a
research methodology.
There were diff erent
types of analysis that
may disturb the reader.
S T R E N GT H
The results were It is clear.
professional as they
were created on SPSS.
WEAKNESSES
The research should
It didn’t show how have paid more attention
exactly fi rms can invest to cognitive, aff ective
digitally. and behavioral attitudes
of the customers as this
point was not clear.
AREAS OF FUTURE RESEARCH

T H E S T U DY WA S M A D E FR O M
S T U DY I N G T H E ATT I T U D E O F T H E R E S E A RC H
S AM P L I N G S T U D E N T S O F LU C I A N B A L G A
C H O I C E AN D DOESN’T
UNIVERSITY OF SIBIU,
C AL C U L AT I O S I N C LU D E A N Y
AC C O R D I N G LY R E S P O N D E N T S
OF THE USED DOES NOT REFLECT THE
D E M O G RA P H I C
VA R I A B L E S . REAL CUSTOMERS VA R I A B L E S .
B E H AV I O U R T O WA R D S O C I A L
MEDIA IN OTHER COUNTRIES.
CONCLUSION
ANY QUESTIONS?