Q. Assume you are a marketer of a beauty or household appliance product (choose one) that uses social media to drive sales, and increase to existing customer satisfaction. Propose one way you might use social media marketing to improve these shortcomings. What changes might you make in your social media strategy to change consumer behavior and improve customer sat in the purchase decision stage, and/or in the post-purchase evaluation stage? Justify your answer!
Read Voramontri & Klieb’s conclusions (ATTACHED BELOW) that say consumers who use social media to help in their purchase decision-making processes found that “social media did not help much in improving satisfaction in the purchase decision stage, nor in the post-purchase evaluation.
Here’s a excerpt from the paper’s conclusion:
“Finally, the study shows that the use of social media improved satisfaction for consumers during the initial stages of information search and alternative evaluation but did not help much in improving satisfaction in the purchase decision stage, nor in the post-purchase evaluation. Many consumers are just as satisfied to reach their purchase decisions in the traditional physical stores after having conducted their search and evaluation online; which means that brick-and-mortar shops have not yet lost their significance.” (Voramontri & Klieb, 2019)
Name of textbook – Solomon, M. R. (2019). Consumer behavior: buying, having, and being. Harlow: Pearson Education.