Consumer Behaviour in Social Networking Sites: Implications for Marketers

Abstract

The objective of this research is to investigate the potential of social networking sites T(SNSs) to be utilised as an effective marketing tool in engaging consumers to participate in marketing on SNSs. Qualitative research in the form of focus groups highlights that the main barrier to the effective use of these sites as a marketing tool pertains to how they are used by companies. A different approach is required by companies that 'pull' consumers in rather than 'push' marketing messages onto them. If the latter approach is adopted, consumers will have an adverse reaction to the marketing message and will express their dissatisfaction to others in their SNS . This can have a negative impact on a company and diminish the potential of SNSs as a marketing tool. As a result, developing the correct approach in using SNSs as a marketing tool is essential.