Impact of Ranking on Consumer Behavior †Free Samples to Students

Question: Discuss about the Impact of Ranking on Consumer Behavior. Answer: Introduction The report is based on the analysis of four different articles based on the behaviour of the consumers with respect to the various factors that have affected the modern business organizations. The first article is based on the analysis of the behaviour of the consumers of the hotel and the hospitality industry. The effect of electronic word of mouth on the ways by which consumers take purchase related decisions are analysed in the article based on relevant literature. The article has been able to provide effective insights related to the ways by which consumers behave in the hotel industry. The second article is based on the analysis of the social media marketing activities of the various luxury brands. The ways by which the luxury brands formulate strategies related to marketing and effects of these efforts on the consumer behaviour are analysed in the article. The analysis is based on the consumers of the countries like, India, China and France. The brand image and the brand equity of the various luxury brands are analysed in the article. The third article is based on the role that is played by digital media and social media marketing on the behaviour of the consumers. The article is based on the analysis related to the various researches that were made based on this topic. The analysis has been able to prove that the behaviour of the consumers are affected by the social media strategies that are made by the various organizations. The fourth article is based on the analysis of the ranking that is given to the products by the various search engines. The relation of the product rankings given by search engines and the personalised ranking related systems of the various hotels are analysed in the article. The impact of this ranking on the behaviour related to purchasing of the consumers is analysed in the article. The study has been able to provide perfect insights towards the topics that have been considered. The analysis in the report will be therefore based o n the discussion of the four articles that are related to the behaviour of the consumers towards the purchase of the various services and the products. The consumers are a major part of the entire business processes that are conducted by the business organizations in the different industries. The behaviour of the consumers related to the services and products offered by the company are affected by the various factors like, digital and social media marketing, word of mouth of the previous consumers and many others. The advancement of technologies has further increased the usage of social media techniques. This has increased the reach of the organizations and the interactions with the consumers. The organizations are able to analyse the desires and needs of the consumers in an effective manner. The first article is based on the analysis of consumer behaviour in the hotel industry which is related to eWOM or electronic word of mouth. The advancement of information technologies and the ways by which this has affected the behaviour of the consumers in the hotel industry is discussed in the article. The process of purchase related decisions that are made by the consumers is based on the reviews or the electronic word of mouth of the previous consumers of the same service. The decision-making of the consumers in the hotel industry is based on the electronic review that are received by the hotels. The reach these reviews is also quite high as compared to the normal process of reviewing services that are applied by the industries. The effects of eWOM are analysed in the article in a detailed manner. The study is based on the review of the previous articles that have been related to this particular topic. The articles were based on the perspectives of the consumers and the companie s or the hotels. The topic is properly reviewed in the article and supported evidence is also provided. The impacts of eWOM on the decision-making of consumers is discussed in the article in detail. The concept of consumer behaviour and the various factors that affect consumer behaviour are the main points of analysis in the article. The article has been able to provide proper insight regarding the topic making way for further research (Cantallops and Salvi 2014). The article is based on the analysis of the effects of social media marketing on the behaviour of the consumers of various luxury brands. The research mainly relates to the behaviour that is depicted by the consumers of luxury brands like, Burberry, Dior, Gucci, Louis Vitton. The survey is based on the consumers of the countries like, China, France, India and Italy. The study is further related to the gaps that are present in the process of consumer behaviour related analysis of the companies. The five major aspects that have been taken into consideration for this holistic analysis are, interaction, entertainment, customization, trendiness and word of mouth. Another major aspect that is related to this analysis is to find out the positive effect of social media related strategies on the consumer behaviour of the SMMEs. The significant dimensions of the organizations that are analysed in the article are, the brand awareness and brand image. The entry of social media in the strategies formulated by the various organizations related to consumer behaviour analysis are discussed and analysed in the article in detail. The efforts of the organization related social media marketing are properly analysed in the article. The key role that is played by social media in the consumer behaviour analysis is also analysed in the article. The interaction of the consumers with the organizations through social media and positive effects of this interaction on their behaviour is the major point of discussion (Godey et al. 2016). The article is based on the reviews based on the effects of social media marketing on the behaviour of the consumers belonging to various industrial sectors. The five major themes that are identified in the research are, digital culture of the consumers, response provided by the consumers to digital marketing, effects of the digital environments on the behaviour of the consumers, the mobile environments and the online word of mouth. The study is based on the previous researches that have been based on the same subject. The articles that have analysed in the study mainly shed light on the ways by which the experiences of the consumers have been influenced by the digital environments in which the organizations operate. The study provides detailed explanation related effects of digital technologies on consumer behaviour based on all the major aspects rather than focussing only on the concept of word of mouth. The use of internet, mobile apps, social media and the other processes of digi tal communication on the behaviour of the consumers is analysed in the article. The groups that have been taken into consideration for this analysis are mainly the younger generation, the people who spend more time online. The growth of social media has increased the process of communication with the help of the various digital methods. The article is based relevant literature regarding the various efforts that have been the companies to increase their social media presence and shift of marketing process from offline to online marketing practices (Stephen 2016). The article is based on the analysis of the different processes related to rankings in various search engines on the behaviour of the consumers. The ranks that are provided by search engines to the different products and the effect on these rankings on the behaviour of the consumers is analysed in the article. The data analysis in the article is mainly based on the demonstration on the ranking mechanisms which is based on consumer utility which can lead to increase in the revenues of the various search engines. The significant interplay that occurs between the product ratings and the rankings of the search-engines. The inferior position of the hotels in the search engines affect the revenues of the high-class hotels. The hotels which acquire higher positions in the search engines can increase its revenues even if it does not belong to the higher class category. The personalised ranking system of the hotels leads to low revenue of the search engines, whereas the ranking systems of the hotels which are not active lead higher revenues for the search engines. The study is based on the analysis of the ranking systems of the hotels which can affect the consumer purchase related decisions. The study suggests that excessive information provided by hotels can further lead to lower customer purchases due to the overload of information. The economic impact of the systems of ranking and the interaction of customers on social media are analysed in the study. The article is based on relevant literature and has been able to provide clear insights related to the topic of product ranking on search engines (Ghose, Ipeirotis and Li 2014). References Cantallops, A.S. and Salvi, F., 2014. New consumer behavior: A review of research on eWOM and hotels.International Journal of Hospitality Management,36, pp.41-51. Ghose, A., Ipeirotis, P.G. and Li, B., 2014. Examining the impact of ranking on consumer behavior and search engine revenue.Management Science,60(7), pp.1632-1654. Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R. and Singh, R., 2016. Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior.Journal of business research,69(12), pp.5833-5841. Stephen, A.T., 2016. The role of digital and social media marketing in consumer behavior.Current Opinion in Psychology,10, pp.17-21.