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how does social media influence consumers behavior

This paper requires you to write a discussion on the social media influence on consumer behavior. A proposed content of the paper should include the introduction, a body that details the influence of social media on the consumer behavior, and lastly a conclusion of the paper.


Social networking within social media is new and effective method of communication among several stakeholders such as employees and customers. Businesses also use social media to communicate information to several stakeholders (Henderson & Bowley, 2010). Therefore, the communication of messages through social media that does not consider organizations communication practices and ethics is likely to affect the reputation of an organization. Businesses have identified the need to create a desired image while also ensuring that they build a reputation of the company (Szwajca, 2017). The merit of building reputations through social media is that they enable organizations to achieve an opportunity of creating close relationships with engaged groups such as customers. Creation of relationships with customers through social media enhances transparency especially when organizations consider open and honest dialogue that gives a chance to achieve high levels of trust from stakeholders (Dijkmans, Kerkhof, & Beukeboom, 2015). Stakeholders such as customers and employees continue to trust social media as a source of credible information. Therefore, it is necessary to assess how employee can be developed so that they use social method ethically for the purpose of enhancing the reputation of the organization as well as developing effective interpersonal relationships at the workplace.

The influence of social media on consumer behavior

Social media should be used for the purposes of managing the reputation of an organization. Therefore, human resource development department has the role of ensuring that employees are informed on the best practices and policies of using social networking sites for the purpose of enhancing the reputation of organizations (Montalvo, 2011). Employees are likely to post information that is deemed to be discriminating or unethical inn social media thereby affecting the reputation of an organization. In the modern world, en employee is an ambassador of an organization in which they work. Therefore, it is necessary that they consider the information they post on social media as well as their impact on the reputation of their employees (Aula, 2010). The use of social media for the purpose of enhancing reputation of organizations is based on generational change within organizations. Currently, most employees within organizations are those born from 1980 to 1995 which form the majority of the labour market (Szwajca, 2017). This generation of employees has a high proficiency in the use of information and communication technologies such as the internet, mobile phones, and social media networking sites. In essence, the lifestyle of the millenials or generation Y is based on using social media for the purposes of establishing all relationships (Szwajca, 2017). The young generation as part of the labour force keeps in touch with reference groups through social media and wishes for individualization while also differentiating one-self through the representation of their thoughts, emotions and mood. Furthermore, there is a need for the young generation employee to maintain a work-life balance. Currently, the borders of privacy have shifted in comparison to older generations. The younger generation continues to use social networking for the purposes of communicating and revealing information to the public (Slee, 2011). It is highly likely that they can communicate organizational information without understanding their implications to the reputation of the employer. Thus, it is important for the current study Human Resource Development (HRD) strategies for managing social networking for employees in a professional environment.

Social networking is a term that describes social interaction within technology-based tools, several of which are internet based. Social networking include internet forums and networking sites such as Facebook, Twitter, Instagram, Whatsapp, and LinkedIn. What makes social media unique relates to its departure from traditional media forms. The speed and scope of social media meant that content, one published, is available to the global audience in an instant (Reamer, 2013). Social media and social networking is free and available at low costs which is not the case to traditional media forms. These media forms also do not require the user to possess technical knowledge. According to IBE (2016), the implication is that social media is interactive in a way that is not similar to traditional media since users can content and edit a published material while introducing challenge son controlling content.

One of the challenges of social media and social networking is that it blurs both private and public boundaries, especially when personal information and opinions are available within the public domain (Khan, 2015). Furthermore, the boundaries between [personal and professional life have become blurred through the use of social media for business purposes (Clark & Roberts, 2010). In addition, employees also access personal networking sites at the workplace. Khan (2015) adds that the uniqueness of social networking sites poses ethical challenges to employers, especially through an employee’s use of social media on behalf of a company as well as for their own personal use.