Consumer decision making process often get changed due to various factors .
In my opinion, usually online social networks impact every step of consumers’ purchasing decision process to different extent regarding food retailer shops. The reasons are mainly because of social media such as Facebook’s features bring convenience to people, consumers spend more time on it, and Facebook’s features allow consumers to interact with supermarkets and other consumers and see comments from other consumers on supermarkets’ Facebook pages. Today, with the growth of Internet, online social networks have become important communication channels and also virtual communities have emerged. Online world has become a new kind of social communication, connecting people to variety of online communities has been growing during past decade.
The online social networks provided facilities for consumers to interact with one another, accessing to information, comments, reviews, and rates that can help them for purchasing decisions in different ways (Heinrichs, Lim & Lim, 2011).
Social networks, Facebook in particular, have an enormous potential for growth as means of communication and sales channels in the coming years. Their use by firms to increase the added value of the services they provide to their customers is one of the themes that has been most analysed by marketing experts in recent years. Understanding the importance that users attach to the Facebook social network as a support for their purchasing decisions has taken on especial importance for firms who sell to the general public.
International Journal of Business Research is going to publish a paper that conducted a systematic literature review, explaining the social commerce concept and the potential use of Facebook in the purchasing decision process and presenting the state-of-the-art. More importantly, to the best of our knowledge is the first empirical study that analyse the intention to use Facebook to locate information on brands, goods, and services during the process of deciding to purchase a product.
The importance of social networking sites in influencing consumer decisions cannot be over emphasized. Today, due to the Internet the world has become a global village. Through social networks especially the Facebook friends, relatives and colleagues can post and advertise their products and services on line specifying the product's features and advantages.This advertently could make a prospect to reconsider his earlier decision.More so, we must not fail to recognize peers influence in decision making. This most time can be facilitated through the social networks. for instance the purchase of mobile phones and even IPads and Tablets can be influenced by one's social and political class.Therefore, it is expected that marketing organizations should maximize the advantages offered by the social networks to increase their sales and level of business viability.
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