A Study on Customer Perception Towards Social Media Marketing

Perception is important in understanding consumer behavior because what consumers perceive influences their actions, even if their perceptions aren’t always correct. You could be the most significant company known to man, but if your customer base has a poor image of your firm, you’ll never get the recognition you deserve. 

The Perceptual Method: 

Every customer passes through three stages to form an opinion about something: exposure, attention, and comprehension. Each step has a distinct and equally vital role to play and should be prioritized by your organization for your customers to form the perception you want them to develop. 

Exposure:  

The first stage in the perception process occurs when the consumer comes into physical touch with a stimulus, such as a link to your page or a search query. This does not necessarily imply that they notice stimulation, but you must ensure that. 

Attention: 

The second step is focused. Your product or brand is visible for their senses to pick up on (sight, hearing, taste, touch, and smell). 

This is essentially the point of entry into perception and occurs when your product or brand has been recognized and the consumer’s information has been recorded somehow. They could visit your page by clicking on your ad or a link. Gaining attention can be one of the most challenging aspects of customer perception, especially in social media, owing to the sheer volume of competitors.  

Here are some strategies for increasing focus: 

• Intensity 

• Movement 
• Size 
• Contrast 
• Surprise 
• Involvement 

• Understanding 

Interpretation: 

As previously stated, attentiveness is the doorway to perception. Once you’ve smashed through the portal, you must deliver something significant and long-lasting.  

Comprehension is a consumer’s interpretation of a stimulus to attach meaning. This implies that whenever someone visits your page, make sure they have all of the information they need to understand what your company is all about.  

If you have a company page on a social network, don’t host a lifeless, boring page; otherwise, customers may acquire a poor opinion of your firm. The “real” input and prior expectations generate interpretation as needed. 

Consumer Perceptions 

In the end, consumers see and hear what they expect to see and hear. The world is teeming with stimuli. There are so many that it is difficult for any single human to perceive them all. Consumers tend to choose only the positive and significant items to them, ignoring the rest. They also tend to see what conforms to their overall thoughts and prejudices. 

Inadvertently, consumers do this to aid in the categorizing of stimuli. This is known as classification. Consumers might make assumptions and conclusions about your organization by categorizing it. Considering these practices should aid in promoting your brand on social media. You can minimize the categories in which your customers see you based on whether you believe they correctly represent your company. 

Maps of Perception: 

It is usually good to construct a perceptual map when establishing your brand or company on social media. 

Perceptual maps show how customers perceive your brand in comparison to competitor brands. These can be highly beneficial when establishing a social media strategy and can serve many purposes. 

Identifying competitive advantages:  

Compare your competitors’ social media to yours; is it more or less aesthetically appealing, has it more or less original, captivating material, etc. 

They are assessing potential markets, such as comparing and contrasting social media presence, discovering available apps, etc. 

Identifying essential consumer factors:  

Discovering what consumers like and dislike about social media and tailoring your page to their preferences. 

How do consumers perceive social media advertising? 

On average, respondents had a favorable opinion of social media advertising. This could be because they also stated that adverts on social media are Informative for them and provide them with valuable and up-to-date information about products on the market. 

Is social media influencing customer purchasing behavior? 

Historically, social media has played a crucial role in shaping customers’ perceptions of the purchasing process. Organizations cannot ignore the growing influence of social networking platforms on customer purchasing behavior. 

What is the significance of consumer perception of advertising? 

Introduction Many research on consumer perceptions of advertising has been undertaken in various nations worldwide. Understanding consumers’ perceptions of advertising are critical for advertisers since how they perceive it influences its success. 

What elements influence how consumers perceive advertising? 

Interactivity, according to researchers, is another aspect that influences consumer views. Designers and marketers can better strategize their advertising designs by studying consumers’ attitudes toward advertising. 

The notion that a consumer’s perception is a consumer’s reality should always be considered when managing your company’s social media initiatives. Perception is important in understanding consumer behavior because what consumers perceive influences their actions, even if they aren’t always correct. 

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