The effect of

social media
marketing on
online consumer
behaviour.
PRESENTED TO: DR. CHEROUK AMR.
What is
the article all about?

THE ARTICLE SHOWS HOW SOCIAL

MEDIA AFFECTS ONLINE CONSUMER
BEHAVIOR DIRECTLY.
ANSWERS THE QUESTIONS OF:
1. WHO ARE THE PEOPLE INTERACTING
ONLINE.
2.HOW ENGAGED ARE THEY IN ONLINE
ACTIVITIES.
3. THE EVALUATION OF SOCIAL MEDIA.
LITERATURE REVIEW

IT'S DIVIDED INTO TWO PARTS:

1. THE DEVELOPMENT OF SOCIAL MEDIA

MARKETING.
2.SEGMENTATION OF SOCIAL MEDIA
USERS.
 RESEARCH METHOD

THE MAIN PURPOSE OF THE RESEARCH IS TO DETERMINE

THE STUDENTS CHARACTERISTICS IN TERMS OF SOCIAL MEDIA
ENGAGEMENT.

THE DATA WERE GATHERED TARGETED AUDIENCE DATA COLLECTION THE DATA WERE
TRANSLATED BY

online consumer students of Lucian primary research. SPSS Statistical

survey. Balga university. system.

THE RESULTS

THEY DEVIDED THE DATA INTO 4 FACTORS THAT HELPS IN

UNDERSTANDING AND ANALYZING STUDENTS SOCIAL MEDIA BEHAVIOR.

EXPRESSORS ENGAGERS
NETWORKERS AND WATCHERS AND
AND INFORMERS They’re interested by SOCIALIZERS LISTENERS
They get interested in posting feedback
They’re so active in
They have a limited

the online world and articles, social media Fb, Twitter

online operations,

mainly about reviewing pages, etc., and they update

they just want to
their profile pictures,
themselves though they always want to
watch tv, videos,
tag others, comment,
blogging and let us know about
listening to music
communicate constantly
twittering, staying up- their opinion in
with each other’s. and just uploading
to-date all the time.
various subjects.
music or videos.
Then, three more factors were obtained because they wanted to examine the
underlying attitude of their reactions toward online ads.

They did cluster analysis in order to do segmentation based on the factors that has been newly
created.

THE FIRST THE SECOND THE THIRD

CLUSTER CLUSTER CLUSTER
they trust their personal sources contains the respondents
they don’t engage and they

of information, the have a who engage in all kinds

have negative reactions to

negative reaction toward ads, of social media, ( Engagers,

social media, but they have

and they’ve been on social Expressers, Informers,

positive reactions toward ads

media for two or three years. Networkers, Watchers and

for the purpose of finding out

listeners).
more information.
Critiques

STRENGTHS AND WEAKNESSES:

STRENGTH

It was based on a research The results were professional It is clear.

methodology. as they were created on

SPSS.

WEAKNESSES

  

The research should have

There were different types of paid more attention to

It didn’t show how exactly

analysis that may disturb the cognitive, affective

firms can invest digitally.

reader. and behavioural attitudes of

the customers as this point

was not clear.

AREAS OF FUTURE RESEARCH

THE STUDY WAS MADE

FROM STUDYING THE THE RESEARCH
SAMPLING ATTITUDE OF
CHOICE AND DOESN’T
STUDENTS OF LUCIAN
CALCULATIOS INCLUDE ANY
BALGA UNIVERSITY OF
OF THE USED SIBIU, ACCORDINGLY
DEMOGRAPHIC
VARIABLES. RESPONDENTS DOES NOT VARIABLES.
REFLECT THE REAL
CUSTOMERS BEHAVIOUR
TOWARD SOCIAL MEDIA IN
OTHER COUNTRIES.
CONCLUSION
ANY QUESTIONS?