Discuss the growth in importance of social media as a tool in the consumer decision making process Social Media has become an important tool in the de
{"Image DocumentName": "Discuss the growth in importance of social media as a tool in the consumer decision making process", "Image ImageDescription": "Social Media has become an important tool in the decision making process of consumers. The buying decision process, involves the stages of need recognition, information search, evaluation of alternatives, purchase and post-purchase evaluation. In the case of high-involvement purchases, consumers will typically go through all these stages. Social media can influence customers at multiple stages of this process. Customers may recognise a need by identifying a product/service on a social media site. Information search is the stage where social media can have a major influence. Potential customers can read information regarding the products available from other customers. This makes it a more credible source for the customer and reduces the power and control of the marketing manager. In the post-purchase evaluation phase customers can review their experiences. These reviews become part of the material that is available during the information search stage for new potential customers. Social media will have a greater influence if the level of involvement is high.", "Image XResolution": "37", "Image YResolution": "37", "Image ResolutionUnit": "Pixels/Centimeter", "Image Software": "SlidePlayer", "Image YCbCrPositioning": "Centered"}