Week 3- Social Media and Group Influence
Chapter 11- Group Influences and Social Media
"Word of mouth is the most important driver of product choice." and I would agree. This week in Consumer Behavior we discussed decision making. We discussed how we make them and what influences the products we place in our shopping carts. In this chapter, there is an emphasis on the type of decision a purchase might be. Is it an individual choice or is it a group choice? What kind of theories can be applied? Does social power play a role in the decision?
How can I demonstrate how word of mouth has influenced my choice in which products I purchase?
I will use a couple examples of products and social media influencers, friends, and platforms that have influenced my decision-making through word of mouth.
I have a love for clothing and shopping for clothes. Recently, I have been using TikTok more often, and because of the algorithm, my For You Page has become filled with suggestions regarding stores and individual pieces suggested by others. I have defiantly made purchases because of it. A couple weeks ago, I wanted to plan what I would wear to Valentine's dinner. As I was scrolling through my TikTok feed, and came across a girl similar in age to myself that suggested a really cute top. She had found it on amazon, she rated the quality, told me the price, and offered the link. I noticed that she did not have a #ad hashtag, which told me that she was genuinely pleased with the top she bought and was suggesting it to others. I ended up buying the top for Valentines Day.
I also like watching YouTube. One of my favorite YouTube creators is Jeffree Star. He is an incredible makeup artist, and he has gained a following for being brutally honest in reviewing skincare and makeup products. I was watching a video purely out of entertainment, as I do not really buy makeup very much, and tend to just use the same products that I have been using for years. I have found that because of the colder weather, I have had trouble with my makeup application looking textured due to dry patches on my face. I was not looking for a product to fix this problem, but Jeffree suggested a primer and foundation combination that helped him solve the same problem. It offered hydration and was priced well, so within the next couple of days I went out and bought the same products and I have been satisfied.
Social media has allowed for a much larger exchange of knowledge in many different aspects. In these examples is has allowed me to find products that solve my problems, find new products that otherwise I would not have known about, and created a very satisfied customer. Word of mouth exchange of information due to social media is different than asking a friend that you personally know, but word of mouth through TikTok and YouTube has defiantly driven my product choice.
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