Social Media influences the buying behavior of Asian Consumers

Social networks have been in existence since the beginning of 2000; however, in the last decade, it has evolved from an entertainment source and communication to an integral aspect of everyday life. It's increasing as tech firms work on ways to bring the digital realm with the real world. The transition to digital technology was further accelerated due to the COVID-19 pandemic. The lockdown has forced people to depend more on the web for information, news, entertainment, banking, and retail. What is the impact of social media? How do they affect the buying habits of consumers? Here are a few aspects that affect consumers:

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1. Product awareness

A vast majority of buyers gather details before making the final purchase. Sixty-eight percent of people visit social media sites for reviews. Gen Z, the generation that is the biggest online user, Gen Z, is also more likely to utilize digital platforms to gain knowledge about a product or service.

Within Southeast Asia, savvy consumers are shopping on an average of 5.2 websites before making a buying decision. According to a study from Facebook and Bain & Company, consumers are looking for lower prices and better quality when browsing through sites. In the same way, 68% of users said they were unsure of the products they'd like to purchase before visiting a website, and 62% can learn about new brands and products through social media, concise videos.

Customers are more informed now that they have access to data about the product and the company; however, with the amount of information available, it's crucial to find an independent source, and that's the role of reviews.

Online reviews play an essential part in this process because consumers heavily depend on feedback from their products for a purchase decision. Brands from Lazada Thailand have been doing very well about reviews and ratings. They have contributed to their growth through three different ways by gaining more customers and increasing conversion rates, and protecting the brand's reputation against fake sellers and knock-offs.

If customers see seasoned customers provide personal stories to support their beliefs or theories, It doesn't matter whether the reviews come from strangers. They trust these reviews far more so than the brand's message is. This is why consumers are being the primary influencers in determining the perception of brands.

2. Social evidence

Social proof is an aspect of psychology where individuals rely on others' actions to show the proper behavior in the specific circumstance. It is evident in situations when we are not sure of the best course of action, so we believe that those around us and the people who know us would be aware of the situation and what to do.

What is the reason why social proof affects individuals? Studies demonstrate the likelihood of people taking action if provided with evidence that others have completed it before.

In Southeast Asia, the food sector is growing, and ride-hailing company Grab has been dominating the region with its bold expansion into food delivery, called GrabFood. It was also able to take advantage of the bubble tea trend born from various SEA cities. According to a consultancy company in Japan, it is popular because people gain confidence from doing things that everybody does, especially for those who are younger. After all, it helps them to build trust. When they shared a photo of them holding and drinking champagne on their social networks, this indicates that their behavior is not unusual.

With people now staying home, a variety of trending topics emerged. One of them is becoming an emerging trend called the Dalgona coffee trend, announced in April 2020. This trend was inspired by the South Korean candy and having the look of a cafe that is easily achieved by brewing a cup of instant coffee. It soon became the most searched-for kind of coffee globally because people were more active on the internet during the outbreak. It proves that individuals will take the same way if they know that others are taking part in it by tapping the human instinct to socialize.

3. Platforms for social media and the users they serve

Marketers and companies use social media for advertising their offerings within the region, as they are regarded as the most simple and most efficient platforms to connect with potential Asian customers. Let's explore each forum to find out why they're influential.

Facebook

It is the most popular social media site worldwide, with over 1.7 billion active users. Facebook is proven to be resilient despite its challenges and controversies. Facebook remains the most popular platform, boasting 2.89 billion active users per month.

Facebook, Source: Proreviewsapp

Southeast Asian countries also use Facebook and Facebook Messenger to connect and sell because businesses typically follow their customers wherever they are. Different social strategies and technologies were also used when companies moved into digital platforms during the lockdown. One of the tools used is live sales, which Filipino and Vietnamese customers have become well-liked. With the announcement that Facebook launched Shops in 2020, the company is investing more in e-commerce, creating new opportunities for both large and small companies.

The massive popularity of Facebook across this region also caused four SEA countries which include Malaysia and Taiwan, the Philippines, Taiwan, and Hong Kong - to appear among the top 10 most ad-hoc audiences. This is due to the cost-effectiveness of entry-level phones, especially in the Philippines, in which smartphones can be purchased for just 60 dollars. Mobile phones have drastically altered how marketers market themselves, while social media has emerged as one of the commercial sector's major avenues to conduct marketing.

Instagram

Instagram exemplifies as the channel that influences the most shoppers, with 72 percent of users who make purchases due to something they have seen in the app. It's not a surprise that more businesses are advertising on Instagram influencers. This is something that Instagram is renowned for its simplicity of creating content and its accessibility for all.

Instagram, Source: Proreviewsapp

The market for micro-influencers is Southeast Asia; what's most sought-after is micro-influencers since people are drawn to the content they can connect with. People in the region typically use Instagram to use the platform to share their buying moments with friends and family. It's also reported that 72 percent of Instagram users purchase products through this app, at the very least. With one billion daily active users, there's no limit for businesses to boost their brand's awareness by implementing the correct strategy and targeted audiences.

WeChat

Since Facebook is banned in China, WeChat is the most well-known online social networking platform available in China that has over 1 billion users on the platform each month. It's additionally the most popular app in China since it does not just provide messaging services but also serves as:

Wechat, Source: Proreviewsapp

It is a social media platform similar to Instagram and Twitter, allowing users to post content and follow celebrities.

A service hub that will enable you to pay bills electronically and transfer funds- a service provider for food delivery, food delivery, doctor appointments, etc.

Additional platforms

Many other Asian social networks are equally significant to specific countries. Messaging apps such as Line, Kakaotalk, and Viber offer services for consumers. Blogging platforms such as Sina Weibo, Qzone, and Naver offer forums where users can express their opinions or share their ideas. Opinions and start conversations. These are all exciting apps that serve different goals; businesses must be aware of the people they're in contact with when deciding which platform is the best for connecting with their customers.

Conclusion

Social media's influence on Asian consumer behavior is unquestionably significant as consumers rely more heavily on it for information. While the world is suffering in the aftermath of the flu epidemic, more businesses are moving to digital platforms, and technology companies are constantly developing platforms that go beyond connecting consumers, including retail payment processing services online and much more. Businesses can't afford to ignore digital media, as they grow in importance as they are expected to provide new ways of integrating them into our life. They play an essential function as they offer fantastic opportunities to gain insight into the audience you want to reach by analyzing social media data. If used correctly, companies will attract new customers and interact with them in productive and profitable ways.

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Hope this article is helpful to you, thanks for reading.

Source: https://proreviewsapp.com/