The Influence of Social Media Marketing Strategies on Consumers’ Purchasing Behaviors

Abstract

Marketing has drastically developed over the years with the rise of technology, which has also brought about the rise of social media. This form of online interaction plays a huge role in helping products go viral, such as the Adidas Sambas, Maybelline lip products, or the Stanley cup. A product cannot go viral without the spread of word of mouth, specifically, electronic word of mouth (e-WOM), which has taken prevalence on social media. Review videos, a form of e-WOM, on social media platforms strengthen feelings of trust between the brand and the consumer. These are often posted on TikTok, a social media platform where many viral products got their initial spark due to a few special features of the app. One of the features is TikTok influencers, famous TikTok users who can influence others to purchase a product they are promoting. This is due not only to their relationship with their followers but also because of the fear of missing out (FOMO) that their followers feel when seeing how great a product is. Therefore, social media makes a great platform for brands to market and spread information about their products often through the use of influencers who leverage feelings of exclusion in consumers on platforms like TikTok. Ultimately, many consumers would feel compelled to purchase these products seen online.