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According to a study conducted by LatAm Intersect PR, today’s consumers are much more susceptible to the stimulation caused by advertising campaigns.
Internet users are in permanent contact with social networks, which directly influence the decisions they make on a daily basis. This is because consumer trends have changed over the years and, above all, because the arrival of certain events has forced this to happen, taking the Covid-19 pandemic crisis as an example.
Internet users gradually adapted to e-commerce or online consumption, however, Free Market, Amazon, AliExpress, eBay and others have not achieved this success on their own. Social networks are constantly influencing and are largely responsible for this happening.
One of the main reasons could be the capacity of advertising spaces that they manage within their platforms. Also, being able to redirect to pages with specific domains makes them especially useful for online commerce. But how do they do it?
Let’s think that at present, there are about five billion people connected to the internet and, of course, to social networks, of which it is Facebook which leads the market with just over three billion registered users so far.
Mexico, in fact, is considered in 2022 the second country in Latin America that registers the most Internet users per day, with 96 million online users during the day.
Taking this into account, the possibilities of brands to generate an impact on the consumer become broader day by day with the help of social networks,
The current Mexican consumer
For Mexico, the consumer is one of the key points for economic stability. Although there are difficulties, such as the inflation and the slowdown in growth, consumption stands out as the main lifeline.
He is considered like “the bright spot” of the country’s economyAccording to a lengthy report by the Reuters agency. It also highlights that the spending of Mexicans increased as Mexicans living abroad sent a record 12.5 billion in remittances home during the first quarter. Likewise, tourism recovered and pandemic restrictions and infections eased, while the labor market remained strong.
Likewise, Fitch Ratingsrecently pointed out that consumption is one of the greatest strengths of the Mexican economy.
“Consumption has reached pre-pandemic levelsbenefiting from the relaxation of mobility restrictions, the improvement of the labor market and relatively strong remittances”, he commented in a study.
Likewise, according to the first study, companies in general are experiencing an improvement in demand. In fact, the restaurant operator Alsea, (Domino’s and Starbucks), recorded a year-over-year growth in net income of 49 percent during the first quarter of the year.
And if that was not enough, a study published by the Statista portalpoints out that, since 2020, companies such as Grupo Bimbo, Sigma Alimentos, Gruma, PepsiCo Alimentos México, Grupo LALA and Industrias Bachoco have been able to overcome the difficulties of the pandemic.
However, some specialized agencies such as Wunderman Thompson Commerce point out that consumer trends are constantly changing, not only in Mexico, but throughout the world, a fact that is largely influenced by the presence of social networks and their advertising spaces, not to mention those like Facebook or Instagram that have with its own marketplace space.
In daily life, a person registers thousands of stimuli that force them to make one decision or another, every second of the day. Social networks and information overload have caused consumers to make hasty decisions, many times without really thinking about the consequences of this.
The feeling of immersion in a new world increased with confinement, a fact that probably explains the trend of companies such as Goal of creating metaverses and generate blockchain technology with NFTs that seeks to replace works of art in museums, all with the aim of driving our lives towards an increasingly sedentary path.
This impossibility of going out into the world puts us in permanent contact with the stimuli that social networks have stored based on our tastes, making it easier for brands and e-commerce sites to identify what we like and dictate what we should consume, considering what we would probably like to buy.
LatAm Intersect PR distinguishes through a study five key points in the consumer-social media relationship:
- Social Networks and consumer behavior: The data shows that the impact of social networks on the purchasing behavior of Latin American consumers is considerably high.
- Influencers and their impact on social networks: this segment seeks to demonstrate that not only social networks can influence consumer behavior, but also influencers are capable of changing consumer trends.
- “Social contact” isn’t always about the deal: it highlights the role brands play in consumer behavior.
- Brands in social networks creating communities: it also highlights the ability of brands to create consumer communities, where union through social networks and online platforms stands out.
- Distinction of platforms: the objective is to make a comparison of the social network platforms based on their characteristics, their audience, their strengths and their weaknesses.
Taking this into account, perhaps we should think about to what extent and how much as consumers we let social networks, brands and advertising influence our purchasing decisions. How much is it up to us to actively generate a purchase and how much are we being influenced to make a final decision?
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