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find 80% their prefer shops online (shops own websites), while 98% are on one of social
network sites. 70% consumers prefer to use social media for intangible products. Reading
news, watching video online and listening songs are more preferable activities of Lithuanian
users. 30% consumers prefer to use social media for tangible products, mostly use to buying
cloths and cosmetics. Result shows that 25% consumers, majority of them are female, get
“some how” influence from social media to buy their desire products, for example “I like
that shirt” can change their mind.
This result shows that social media is playing an important role in shopping behavior of
Lithuanian consumers. With the birth of web 2.0, human life has changed, today, consumers
can access internet anywhere and share their views (positive or negative), ideas, and
feelings with family, friends and rest of social community members.
The distance between consumers and businesses is reduced due to social media; consumers
can explore their desire shops, products or services 24/7 and share with rest of the world
any time anywhere.Therefore, there are some important points which businesses should
take into their account when use social media, the important points can be
Consumers are interested to have more conversation with businesses through social
media;
pre and post purchasing experiences;
As social media is time/cost saving method, consumers are willing to get their required
information through SNS, business should dedicate their time and effort to make sure
that their customers get response in good time;
Consumers are not looking for SNS for marketing purposes but to get answer when,
how, where and to whom they buy their desire product and services;
Trust and reliability are most important factors for consumers, if consumers raise such
concern than businesses should address accordingly otherwise consumer never trust on
company.
Most marketers are still in transitional stage to understand their consumers better, and to
utilize social media effectively. Simply posting online ads, news, creating a social network
site, or hosting a blog isn’t enough. Successful social media strategy can be really meaningful
if marketers genuinely involve and contribute themselves with the consumers.
References (numbered within text):
1. Blood, R. (2002), Weblogs: A history and perspectives, Cambridge: Perseus Publishing ( 5-15)
2. Brown, R. (2009), Public Relations and the Social Web: How to Use Social Media and Web 2.0 in
Communications. New Jersey, Kogan Page Publishers.
3. Dann, S. & Dann. S. (2011). E-Marketing: Theory and Application” Palgrave Macmillan London, U.K:
4. Do-Hyung, E, Jumin, L. 8c Ingoo, H. (2007). The effect of on-line consumer reviews on
consumer purchasing intention: the moderating role of involvement. International Journal
of Electronic Commerce, 11, 4, 125-148.
5. Dryer, R.L. (2010), Advising Your Clients (and You!) in the New World of Social Media: What Every Lawyer
Should Know About Twitter,Facebook, Youtube, & Wikis, Utah Bar Journal, 3(23):pp16-21.
6. E. Protalinski, Zuckerberg: 4 billion "things" are shared on Facebook every day. Retrieved from
http://www.zdnet.com/article/zuckerberg-4-billion-things-are-shared-on-facebook-every-day/ (accessed
on 23 rd Dec 2015).
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