留学生Business作业代写参考-社交媒体对消费者决策过程的影响。本文是一篇留学生商务管理作业范文，主要内容是讲述2000年代由于互联网的发展，社交媒体和web 2.0的概念诞生了。web 2.0的定义一直是引起分歧的原因。有些人会把它看作是一个被过度炒作的营销术语。然而，它越来越被接受为一个词，表明网络从静态内容发展到动态平台，允许任何人创建内容，并鼓励互动、协作和社区。Business作业提出Web2.0有不同的应用类型，如博客、在线期刊；社交网络，是允许用户交换个人内容的个人网站；内容社区，即组织和共享类似内容的网站；论坛板，作为交流思想的网站；内容聚合器是一种应用程序，使用户能够自定义他们想要访问的web内容。这一现象广泛改变了人们沟通、决策、社交、学习、购物和娱乐的方式。下面就请参考这篇Business留学作业的全部内容。
Table of Contents 目录
Research question & Title 研究问题和标题
Introduction 引言
How social media changed the Decision-Making Process (DMP) 社交媒体如何改变决策过程（DMP）
The importance of an ethical image and its impact on consumers’ DMP 道德形象的重要性及其对消费者DMP的影响
Paragraph 3
Conclusion 结论
References 参考文献
How has social media changed consumer behaviour during decision-making process? 社交媒体在决策过程中如何改变消费者行为？
Introduction 引言
In 2000s, thanks to the development of the internet, the concepts of social media and web 2.0 were born. The definition of web 2.0 has been cause of disagreement. Some would see it as a marketing overhyped buzzword. However, it is being increasingly accepted as a word that indicates the progression of the Web from a static content to a dynamic platform that allows anyone to create content and encourages interaction, collaboration and community (O’Reilly 2005). Web 2.0 has different application types such as Blogs, as online journals; Social network, which are personal websites that allow users to exchange personal content; Content Communities, namely websites that organise and share similar content; Forum boards, as websites for exchanging ideas; Content aggregators, which are applications that enable users to customise the web content they want to access. This phenomenon widely changed the way people communicate, make decisions, socialise, learn, make shopping and entertain themselves (Constantinides and Fountain 2008). For this reason, it is important to study how social media changed consumer behaviour in order to better understand web 2.0 (or social media) as a component of modern marketing and consequently adapt business strategies according to it. This essay will take into consideration the decision-making process model and analyse how the social web expanded this model and made it more complex. Subsequently, it will take into consideration two different research questions, in order to understand how much the online businesses and brand ethical image influence the consumers’ DMP, and how consumers buying behaviour is influenced by the influencer marketing, social networks and other users’ profiles.
因此，研究社交媒体如何改变消费者行为非常重要，以便更好地理解web 2.0（或社交媒体）作为现代营销的一个组成部分，并据此调整业务策略。本文将考虑决策过程模型，并分析社交网络如何扩展该模型并使其更加复杂。随后，它将考虑两个不同的研究问题，以了解在线业务和品牌道德形象在多大程度上影响消费者的DMP，以及消费者的购买行为如何受影响者营销、社交网络和其他用户的简介的影响。
How Social Media changed the Decision-Making Process (DMP) 社交媒体如何改变决策过程（DMP）
Marketers, in order to identify the stages in which consumers go through when they purchase an item, created the buyer decision making process model, which identifies five steps from start to finish: need recognition, information search, evaluation of alternatives, purchase, post purchase evaluation (Arnould and Thompson 2005). Businesses main goal is to serve and satisfy their customers, and the social media have a big impact on brand awareness, sales and loyalty (Agnihotri, Dingus and Michael 2016). Social media have complicated the buying behaviour process theory as the buyers’ behaviour is not only affected by the traditional channels but only by the new online platforms. Constantinides and Fountain (2008) proposed a Response model based on Kotler’s (2003) framework. As the diagram shows, see Figure 1, within the traditional purchase environment, customers are influenced by the traditional marketing mix (such as advertisements on TV, radio, magazines etc) and by other uncontrollable stimuli like culture, perception, values etc. With web 2.0 and social media though, the scheme extends to online marketing mix controllable factors such as emails, website usability, banners etc) and to social media experiences, that are online uncontrollable marketing factors.
营销人员为了确定消费者购买商品时所经历的阶段，创建了买方决策过程模型，该模型从头到尾确定了五个步骤：需求识别、信息搜索、替代品评估、购买、购买后评估。企业的主要目标是服务和满足客户，社交媒体对品牌知名度、销售额和忠诚度有很大影响。社交媒体使购买行为过程理论复杂化，因为买家的行为不仅受传统渠道的影响，而且只受新的在线平台的影响。Constantinides和Fountain提出了基于Kotler框架的响应模型。在传统的购买环境中，客户受到传统营销组合（如电视、广播、杂志等上的广告）和其他无法控制的刺激因素（如文化、感知、价值观等）的影响。然而，在web 2.0和社交媒体中，该方案扩展到在线营销组合可控因素，网站可用性、横幅等）和社交媒体体验，这是在线不可控的营销因素。
Therefore, consumers are increasingly addressing to different types of social media to conduct their information research and take their purchasing decision (Jing Xu and Wyer 2007). Concerning marketers trying to understand the purchase process with social media, Evans (2008) shows the classic purchase funnel model to indicate how social media changed consumer decision making process in different stages (Hoban and Buklin 2015). Figure 2, illustrates the funnel with the buying stages of awareness, consideration and purchase.
因此，消费者越来越多地使用不同类型的社交媒体进行信息研究并做出购买决定（Jing Xu和Wyer，2007）。关于试图理解社交媒体购买过程的营销人员，Evans展示了经典的购买漏斗模型，以表明社交媒体如何在不同阶段改变消费者决策过程。说明了意识、考虑和购买的购买阶段的漏斗。
Consideration connects the phases from awareness to purchase and it involves many important factors like brand reputation, performance, applicability etc. In comparison to traditional media, on social media, awareness and consideration are both prompt and validation means, and almost act simultaneously. Web 2.0 has impacted of the purchase funnel by making the available data more accessible and transparent and has introduced the value of a constant feedback loop, as the content online is dynamic and flows in two-way. Evans (2008) also stretches the importance of the social feedback cycle as a tool for purchase evaluation (Figure 3). Consumer may become aware of products or services through traditional media (TV, radio, newspaper) and then verify them on the internet. As shown in Figure 3, social media change the purchase funnel, extending it with the
addiction of post-purchase word of mouth and user generated content.
考虑连接了从认知到购买的各个阶段，它涉及许多重要因素，如品牌声誉、性能、适用性等。与传统媒体相比，在社交媒体上，意识和考虑都是即时和有效的手段，几乎同时起作用。Web 2.0通过使可用数据更易访问和透明，对购买漏斗产生了影响，并引入了持续反馈循环的价值，因为在线内容是动态的，并且是双向的。Evans还扩展了社会反馈周期作为购买评估工具的重要性。消费者可能通过传统媒体（电视、广播、报纸）了解产品或服务，然后在互联网上进行验证。社交媒体改变了购买漏斗，通过对购买后口碑和用户生成内容的上瘾。
Word of mouth has no cost, it is self-generating and self-contained, and it is showing itself more and more through social media, where the information can spread quickly and at distance (Kozinets, De Valck, Wojinicki and Wilner 2007). Reviews and word-of-mouth are a way to make decisions easier and information less confusing and higher credible. The Social Web made it easier and faster for people to gather information, seek and find products and services within a wide range of alternatives, and also talk with others about personal experiences before and after the purchase. As a result, the main aim of marketers should be to get people to talk positively about their purchase experiences and to speed up the spread of this content among communities.
口碑是免费的，它是自我生成和自我包含的，并且它越来越多地通过社交媒体展示自己，在社交媒体上信息可以快速、远距离传播。评论和口碑是一种使决策更容易、信息更少混乱和更可信的方法。社交网络使人们更容易、更快地收集信息，寻找和查找各种替代产品和服务，并在购买前和购买后与他人讨论个人体验。因此，营销人员的主要目标应该是让人们积极谈论他们的购买体验，并加快这些内容在社区中的传播。
The importance of an ethical image and its impact on consumers’ DMP 道德形象的重要性及其对消费者DMP的影响
Lately, ethical consumerism has become an important influence on business. Compared to the past, now people can easily obtain information about a business, not only through traditional media like magazines and newspapers but also online, reading articles, forums, and what people say on social networks (Sohn 2014). Thanks to the internet people can go on the businesses’ websites and look for their policy page, they can look for certifications from third-party organisations that hold companies to high standards of social accountability or even send emails directly to the company. This developing focus on ethical issues had lead brands to portray themselves as green, socially responsible and sustainable. Moreover, as these issues affect consumer behaviour during their purchases, companies are more and more promoting their social responsibility (CSR) as it may impact on their profit or loss account. Many recent academic researches focused on the importance of corporate social responsibility, ethical corporate brand identity and the perceptions these give to consumers (Page and Fearn 2005; Sen and Bhattacharya 2001). The study conducted by Singh and Iglesias (2012) was seeking to understand if investments in CSR and ethics pay off at a corporate level. They concluded that it is always good practice to behave ethically independently of the potential impact it may have on consumers. However, the study suggests that consumer perceived ethicality, positively impacts on the product brand loyalty and can also facilitate customer retention, secure future purchases and encourage recommendation. Also the study made by Creyer (1997) seems to support this idea. The research suggests that consumers care about the ethicality of corporate behaviour and that they believe they can help promote it by being willing to pay higher prices for ethical products and similarly, expressing the desire to pay lower prices the products of unbecoming brands. Another study of Carrigan and Attalla (2001) instead, seems to have a contrasting view. The research focused on whether or not consumers’ purchase behaviour is influenced by marketing ethics and what they concluded is that consumers pay little attention to ethical considerations during their decision-making behaviour. Although there is not any link between the CSR and consumer purchase behaviour, the study still agrees that firms should keep on with their CSR and ethical marketing policies in order to influence stakeholders, government and the wider community to be actively concern with good ethical behaviour.
最近，道德消费主义已成为对商业的重要影响。与过去相比，现在人们不仅可以通过杂志和报纸等传统媒体，还可以通过在线阅读文章、论坛和人们在社交网络上的言论，轻松获取企业信息。多亏了互联网，人们可以访问企业的网站并查看其政策页面，他们可以从第三方组织那里获得认证，这些组织要求企业承担高标准的社会责任，甚至可以直接向公司发送电子邮件。这种对道德问题的关注促使品牌将自己描绘成绿色、对社会负责和可持续的品牌。此外，由于这些问题影响消费者在购买过程中的行为，公司越来越多地宣传其社会责任（CSR），因为这可能会影响其损益账户。最近的许多学术研究侧重于企业社会责任、道德企业品牌识别以及这些对消费者的认知的重要性。Singh和Iglesias进行的研究旨在了解企业社会责任和道德投资是否在企业层面取得了回报。他们得出结论，无论对消费者的潜在影响如何，道德行为始终是一种良好的做法。然而，该研究表明，消费者感知的道德性对产品品牌忠诚度有积极影响，还可以促进客户保留、确保未来购买并鼓励推荐。Creyer的研究似乎也支持这一观点。这项研究表明，消费者关心企业行为的道德性，他们认为，他们可以通过愿意为道德产品支付更高的价格，并同样表示愿意为不合身品牌的产品支付更低的价格来帮助促进企业行为。相反，Carrigan和Attalla的另一项研究似乎持有相反的观点。该研究侧重于消费者的购买行为是否受到营销道德的影响，他们得出的结论是，消费者在决策行为中很少关注道德因素。虽然企业社会责任与消费者购买行为之间没有任何联系，但该研究仍然同意，企业应坚持其企业社会责任和道德营销政策，以影响利益相关者、政府和更广泛的社区积极关注良好的道德行为。
How social networks changed consumer behaviour 社交网络如何改变消费者行为
During the last ten years, the diffusion of social media changed buying and selling techniques. Through platforms like Facebook, Youtube, Twitter and Instagram, consumers can become aware of different products and services and share their experiences by making comments online. User-generated content has a remarkable influence on consumers’ brand perceptions, brand choices (Gruen, Osmonbekov and Czaplewski 2006) and new consumer acquisition (Truscov, Bucklin and Pauwels 2009). The fashion marketing, for example, has grown consistently in the last years thanks to social media. Fashion has an important role in lifestyle and many people spend money to keep their wardrobe refreshed. Social media are closely linked to the constant changing preferences of consumers and make it possible for people to keep updated with the latest fashion trend. In their study, Sudha and Sheena (2017), analysed the impact of influencers in various stages of consumer decision process, and suggested that it all starts from the attractive images consumers see on social networks and fashion blogs. They realise the need for the product by following celebrities on Facebook, Intagram etc., read reviews about it and eventually are led to purchase it. When talking about how the social networks, para-social interaction (PSI) is a concept that has to be considered. PSI explains the relationship between social media users and social media interactions. It represents an interpersonal involvement of the media user with what they consume. The involvement regards seeking for guidance from a media person, seeing media people as friends, imagining being part of a favourite community and desiring to meet media performers. In a marketing context, Labrecque (2014:135) defines PSI as “an illusionary experience, such that consumers interact with personas (i.e., mediated representations of presenters, celebrities, or characters) as if they are present and engaged in a reciprocal relationship”. Lee and Watkins (2016) agree with the findings of the study of Sudha and Sheena (2017) and used the PSI concept in their study to examine how video blogs on Youtube influence consumer perceptions of luxury brands. The study revealed that the luxury brand perceptions and purchase intentions for the people who watched the video blog reviewing luxury products, were higher than the ones who did not watch the video. The same theory seems to be shared even by other authors like Colliander and Dahlén (2011). Their article analyses and compares the effects of brand publicity on traditional (magazine) and social media (blog). Showing the same brand publicity on the two-different means, the authors found that blogs generated higher brand attitudes and purchase intentions. This is explained by blogs’ higher para-social interaction with its users. Consumers feel the need for transparency and unbiased information, originated from people that “look like them” rather than from a corporate-sponsored online presence. As a result, the use of social media requires marketers to focus more on building a relationship with their users and to step back from the traditional campaign.
在过去十年中，社交媒体的传播改变了买卖技巧。通过Facebook、Youtube、Twitter和Instagram等平台，消费者可以了解不同的产品和服务，并通过在线评论分享他们的体验。用户生成的内容对消费者的品牌感知、品牌选择和新消费者收购具有显著影响。例如，由于社交媒体，时尚营销在过去几年中持续增长。时尚在生活方式中起着重要作用，许多人花钱让衣柜保持新鲜。社交媒体与消费者不断变化的偏好密切相关，使人们能够跟上最新的时尚潮流。在他们的研究中，Sudha和Sheena分析了影响者在消费者决策过程的各个阶段的影响，并认为这一切都始于消费者在社交网络和时尚博客上看到的吸引人的形象。他们通过在Facebook、Intagram等网站上关注名人，阅读有关该产品的评论，并最终被引导购买该产品，从而认识到对该产品的需求。在谈论社交网络时，准社交互动是一个必须考虑的概念。PSI解释了社交媒体用户和社交媒体互动之间的关系。它代表了媒体用户对其消费的人际参与。参与涉及寻求媒体人的指导，将媒体人视为朋友，想象成为喜爱社区的一部分，并希望与媒体表演者见面。在营销背景下，Labrecque将PSI定义为“一种幻觉体验，使得消费者与人物角色（即主持人、名人或角色的中介表示）互动，就好像他们在场并处于互惠关系中”。Lee和Watkins同意Sudha和Sheena的研究结果，并在研究中使用PSI概念来研究Youtube上的视频博客如何影响消费者对奢侈品牌的认知。研究表明，观看视频博客评论奢侈品的人对奢侈品品牌的感知和购买意愿高于未观看视频的人。同样的理论似乎也被其他作者所认同，如Colliender和Dahlén。他们的文章分析并比较了品牌宣传对传统（杂志）和社交媒体（博客）的影响。通过两种不同的方式展示相同的品牌宣传，作者发现博客产生了更高的品牌态度和购买意愿。这可以通过博客与用户之间更高的准社交互动来解释。消费者觉得需要透明和无偏见的信息，这些信息来源于“看起来像他们”的人，而不是公司赞助的在线存在。因此，社交媒体的使用要求营销人员更加注重与用户建立关系，并从传统的营销活动中后退。
Conclusion 结论
The aim of this essay was to research how the appearance of social media affected consumer behaviour, and more specifically, to look at how the internet changed the consumer buying behaviour during the decision-making process.
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这篇Business留学作业目的是研究社交媒体的出现如何影响消费者行为，更具体地说，研究互联网如何在决策过程中改变消费者的购买行为。本站提供各国各专业留学作业代写或者指导服务，如有需要可咨询本平台。