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Parson (2013) suggested that networking with consumers on Social Media may facilitate
prospective consumers to turn into final consumers and later then become a pro social
encourager to share their views, purchasing experience and any others feedback towards
their purchase to encourage others consumers. A research study done by Pookulangara and
Koesler (2011) indicated that social media enable usually 25% of all consumers to update
others social media users with their purchase experience to post web links about products
and services. According to Miller (2010), social marketing campaign has made very positive
role in inducing consumers to buy online. He found that 70% of consumers are visiting Social
Media to get useful information for their products and services while 49% of them made the
decision to buy certain product and 60% of consumers prefer to share pre and post
purchase information about the products with others online through social media. However,
only 7% consumers are made purchasing process transactions (Miller and Lammas, 2010).
Social media is very important not only for marketers but consumers too, organizations can
follow their consumers and reconstruct their strategies to interact more with their
consumers online, it means which reduce the "gap" between organizations and consumers.
Internet and social media has changed the lives, at one stage, information was limited or
only available through TV, radio, newspaper and magazines to consumers, but in recent
time, there are hundreds of thousands of SNS available at consumer reach.
Research methodology and data collection
In order to better understand the Lithuanian consumer behavior this study is focused on
primary data collection, the primary data of this research is collected by questionnaires
from social media users in Lithuania. The questionnaire is sent to colleagues, friends, family,
and other persons from different socio-economic and demographic background in Lithuania
which would yield the sample size to be 120 respondents, in which 55% are female and 45%
male. Participation was voluntary and the questions were formulated in national language
Lithuanian and English. The data collected was analyzed using Statistical Package for Social
Science for Windows (SPSS for Windows).
The empirical section concentrates how the social media is influencing the consumers in
Lithuania in buying behavior pattern from information search to post purchase feedback.
This study is also intended to investigate how social media has interfered with the decision
making process of millennials Lithuanian consumers. For the purpose of this study,
quantitative data was gathered and utilized.
Results and conclusions
After the data collection and analysis it is concluded that Lithuanian consumers are fairly
engaged with internet services daily or weekly bases. 70% users are daily internet users,
while 94% millennials Lithuanian login their at least one social media account on daily basis.
65% users used their laptop and 30% used their smartphone for internet browsing. 40 %
users do shopping online, majority of consumers (62%) get to know about their goods and
services through social media before purchase, Facebook, forums, reviews, company own
website are on top to use for this purpose and 60% are browsing shops without any
shopping. Majority of online consumer are aged between 22-40 years with college
education, with average monthly earning is 450 euro, Facebook and YouTube are on top of
the usage on daily basis with 94% and 90% respectively. According to consumers, they can
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