Conclusion

Social media which consists of various applications that are used over the internet is a platform
where users interact with each other and exchange ideas, content and memories. Current
trends in social media are very beneficial for the businesses because they can connect with
their potential customers directly and advertise their products and services that have the ability
to reach masses using social media platforms. Research also found that social media definition
is not yet fully agrees and there are lot of arguments by the research studies about one
unanimous definition of the social media. Reasons for such inconclusive debates are because
social media is gradually becoming most popular of media because of its usage. Social media
platform is used for interaction of individuals, celebrities, businesses and even politicians to
spread their message to the followers. They share personal stuff, commercial news and political
debates continue on social media where everyone participate and give their opinion. One
important factor in social media is that information is spread so rapidly that was not possible
before on conventional media.

Business organizations use social media for promotions of their products and attract more
customers to use their products. Shifting of business strategy to use social media is largely
because of targeting large number of potential customers in lesser time. It is an excellent
platform where businesses connect with users, existing and potential customers. Research
studies find that social media has three basic components; interactive, customization and social
interaction. Thus businesses have opportunity to explore these areas and advertise their
products. It is important to differentiate social media users and research studies observe that
more people use social media apps for personal entertainment purpose and there are many
also who explore professional aspects of their interest. It is important to study the behavior of
users while marketing the product. It is increasingly popular phenomenon that a high quality
product with not so appealing advertisement will get lesser response than the product with
average quality but attractive advertisement.

One important benefit of social media for the business organizations is that it provides instant
feedback from the users of social media about a product or service. So organizations get the
idea that what is the feedback of the customers regarding their specific products. Many people
give positive feedback however there are many who give negative feedback as well, sometimes
deliberately. Research study observed that customers who are using any specific brand are also
surfing their company’s blogs as well social media platform to get information about new
products and features. All these factors lead to suggest Apple that they should have strong
social media platforms and blogging interaction with customers that lead to persuade
customers to stick to Apple’s latest products and features. Social media advertisements have
huge impact on the users where an attractive commercial could reach to million users globally
that is big opportunity for Apple as well to use influencing online advertisement to attract
customers globally.

Study shows that people use social media platforms to check the feedback and reviews of
others to a specific product to that they can make their mind to purchase the product or to find
other better alternative. So it is crucial for organizations that they place important information
about their products, their unique features, comparison with other products and describe
reasons for the customers to buy their products. Current trends show that selling of products
and service is an art where organizations play with mind of the potential customers to sell their
stuff. It is increasingly popular phenomenon that a high quality product with not so appealing
advertisement will get lesser response than the product with average quality but attractive
advertisement. Advertisements on social media have huge impact and follow the same pattern
of earlier discussed phenomenon where attractive advertisement could attract more
customers.

Apple is currently going through tough times when it comes to social media strategies and
implementation because their social media platforms are not much active as compare to its
competitors like Samsung, Huawei etc. Study shows that it is because of Apple’s global
customers are relatively fewer in numbers and Apple is currently lacking social media strategies
to promote their product. There is urgent need for Apple to engage its existing and potential
customers on social media platforms to attract more number of customers. Research observes
that pricing is the main reason for Apple’s lower sales in terms of quantity in global markets.
Users have opinion that Apples social media team is not active and there are fewer news and
blogs about Apple are visible in online world. As social media is getting more attention than
conventional media, so it is important for Apple to redevelop their social media strategy to
engage their customers.

Moving of business methodology to utilize social media is generally a direct result of focusing
on huge number of potential clients in lesser time. It is an amazing stage where organizations
associate with clients, existing and potential clients. Research contemplates locate that social
media has three fundamental parts; intelligent, customization and social communication. Social
media promotions have enormous effect on the clients where an appealing business could
reach to million clients universally that is huge open door for Apple too to utilize impacting on
the web commercial to pull in clients all inclusive. Social media offer moderate chances to
arrive at huge populaces. Also, online battles on social media can profit by the powerful
highlights of intelligent multi-media frameworks. Numerous researchers and advertising head
honcho have thought about social media as a powerful instrument of showcasing. Social media
is a marvel that has become a significant perspective in promoting blend and is reforming the
manner in which organizations connect with clients. Along these lines this research is
noteworthy to break down the effect of advertising procedures received by ERetailers.

There are various points which can be concluded from this research study.

I. Relationship of social media advertisements with customer behavior is proved because

there are many evidences where social media advertisements attract customers. Many
people think that advertisement in social media affects their choice to purchase
products. It also shows that social media users are more informed about products and
services and have more options to select among various products. Study also observes
that information is spread more frequently in social media and reach to millions of users
globally.
II. However, there is very little or no relationship of demographic components with media
advertisements affecting customer behavior. There are slight demographic components
that show the relationship like female users are more open to the effect of social media
advertisement on their purchasing behavior. Male users mostly interested in gaming
products, cell phones, laptop and other electronic accessories while female users are
interested in clothes, jewelry and makeup items in social media promotions and
researches. Respondent to the surveys believe that their online shopping experiences
has changed the way for traditional shopping. Summing it up study reveals that there is
no relationship of age, gender, qualification or ethnicity with affecting customer
behavior on social media advertisement.
III. Internet has become a social necessity now and survey respondents have access to the
internet so they use social media apps on daily basis. Survey results show that more
than 80% of the respondents spend two to three hours daily on different social media
platforms. These trends show the intensity of social media in daily use of people.
IV. Study on social media users also show that people go through different online shopping
website and items for sale on social media apps just to scroll items. They check various
items and their prices but without any thought of buying it. It is just like window
shopping term in conventional stores and malls.
V. Online shopping is getting boom in developed countries because online users can get
more detail on products, offers on selected items and easy availability of the product.
Online shopping stores also use social media platforms to advertise and sales
promotions where millions of users see and motivated to order online. Use of social
media is popularly increased so thus trend of online shopping because of companies
effectively advertise their products on social media.
VI. Study shows that people use social media platforms to check the feedback and reviews
of others to a specific product to that they can make their mind to purchase the product
or to find other better alternative. So it is crucial for organizations that they place
 important information about their products, their unique features, comparison with
other products and describe reasons for the customers to buy their products.
VII. In the survey conducted, many people stated that they share links of various promotions
and offers by different stores that have big sale or attractive offers to their friends,
family and relatives. One important benefit of social media for the business
organizations is that it provides instant feedback from the users of social media about a
product or service. So organizations get the idea that what is the feedback of the
customers regarding their specific products.

Recommendations
In depth analysis of behavior of customers in accordance with social media advertising was the
purpose of this work. After complete discussion and data analysis, some suggestions and
recommendations are made in following points:

 Research paper highlights the point that there is huge impact of social media
advertisement on buying behavior of consumers so this tool can be used with intense as
marketing strategy. However it is also fact that many companies are using social media
as a tool of advertisement which makes the competition tougher in social media too. So
it is important that advertisement and marketing campaigns should be attractive,
unique and has the capability to hit the mind of potential customer. To make social
media marketing more effective it is suggested that company should use images in their
posts because it has more visibility and people are more attracted to images as compare
to text lines. Advertisement should have website link of the online store in its posts so
that potential customers feel easy to click on the link to check the website and more
details about the products.
 It is important that e-commerce retailers have genuine offer to make in advertisement.
If they are offering anything in social media it should be same in reality too as
advertised. If there are some exaggerations in advertisement then gradually people will
not bother to check the online store and will term social media advertisement as fake.
 It is suggested that companies should keep checking about offers made by the
competitors as research study shows that people visit more than two websites to check
offers before making final decision on payment. At the same time it is also
recommended that companies should engage users on social media by making frequent
posts and offers to attract them.
 Conducted survey shows result that people mostly buy electronic products and clothing
through social media apps so it is very important to focus on these lines to get more
customers attention.
  In social media apps, Facebook is considered as more powerful tool to attract customers
as most people spend time on Facebook. Apart from Facebook; Twitter, Instagram or
LinkedIn are also important to advertise the products in these platforms. It is also
important to advertise products to customize target market so that impact of
advertisement is great. These platforms provide option of selecting target groups in
return of some payment.

Scope of Future Study

Thesis report is in-depth analysis of different products which are sold by online stores. Scope of
further study is available on more products and product range like groceries or fashion
products. Study can also be expanded to involve more demographic comparison. There is room
of more study also on analyzing spending pattern of various age and social groups. Study can be
expanded further to check impact of social media advertisement on each social media app
separately to know which app has more response to a particular product.