Chapter 8: Transcultural Perspectives In Nursing Care ✓ Solved

Chapter 8 Transcultural Perspectives In The Nursing Care Of Older

Analyze and describe how social media could influence each stage of the Customer Decision Journey for a customer deciding where to go for a special night out (may include dinner, a special activity, etc.). Please be specific and cover each stage. Use the modified customer decision journey not the traditional journey.

Paper For Above Instructions

The Modified Customer Decision Journey is an essential framework for understanding how consumers engage with brands and make decisions in a service-oriented environment, such as choosing a place for a special night out. Social media has transformed how individuals experience each stage of this journey. This paper will analyze the influence of social media on the various stages of the Customer Decision Journey, including Trigger, Information Gathering, Consideration Set, Preference, Purchase, and Post-purchase.

Trigger

Triggers in the Customer Decision Journey can be both internal and external. Internal triggers might include a personal milestone, such as a birthday or anniversary, prompting a desire for celebration. External triggers often manifest through social media, where posts from friends enjoying a particular restaurant or event can inspire similar plans. For example, a photo of a beautifully plated dish shared on Instagram may spark interest in dining out, leading consumers to think about making a reservation. Social media platforms are filled with user-generated content that serves as a potent trigger, often prompting searches for dining options or activities in one’s area.

Information Gathering

During the Information Gathering stage, consumers actively seek out information to support their decision-making. Social media plays a critical role in shaping this process. Consumers utilize platforms such as Facebook, Instagram, and Twitter to gather recommendations and reviews from friends, family, and influencers. This peer-generated information enhances or shapes consumer preferences by creating a sense of familiarity and trust. For instance, if a user sees a trending restaurant shared by several friends or has positive comments on their social media feed, the likelihood of that restaurant making into the consideration set increases, illustrating the zero moment of truth in this modern decision-making framework.

Consideration Set

As consumers gather information, they begin to develop a consideration set—a list of brands or options they are interested in. Social media can heavily influence this stage by shaping perceptions of available options. Users often curate their online presence and share content relevant to their activities and experiences. For instance, a consumer might learn about a rooftop bar through a friend's Snapchat story and, intrigued by its ambiance, include it in their consideration set. Brands that remain actively engaged on these platforms—through timely responses, quality content, and targeted advertising—are more likely to be included in a consumer's consideration set. Additionally, promotional campaigns or specials shared via social media can sway consumers to prioritize certain establishments over others.

Preference

In the Preference stage, consumers analyze their consideration set, weighing pros and cons before arriving at a final decision. Social media can heavily influence this process through reviews and testimonials. Positive feedback from peers or notable influencers can reaffirm a consumer's preferences, enhance their confidence in their choices, and even lead them to prioritize certain brands. Conversely, negative reviews can prompt reconsideration, pushing the consumer back into the information-gathering phase. For example, if a restaurant's social media pages contain engaging visuals, positive customer feedback, and effective interaction with queries, these elements can significantly enhance its ranking in the consumer's preference list.

Purchase

During the Purchase phase, social media influences can manifest in direct actions, such as booking a table via a platform like OpenTable after seeing a persuasive dining experience shared on social media. The first moment of truth occurs when a consumer formally makes their decision and commits to a particular restaurant or event. Businesses often capitalize on social media promotions—exclusive discounts or time-sensitive offers—to encourage conversions at this point. A rapid response to inquiries or positive interactions can also enhance the likelihood of a purchase, as consumers feel valued and acknowledged during this critical moment.

Post-purchase

In the Post-purchase phase, consumers reflect on their experience, which is amplified in the digital realm through social media interactions. If the experience lives up to or exceeds expectations, consumers are likely to share their positive experiences through posts or reviews, engaging in advocacy for the brand. This behavior draws in new customers, completing the loop of the Customer Decision Journey. However, negative experiences can lead to a substantial backlash, with consumers feeling empowered to voice their dissatisfaction on social media platforms. Engaging with customers post-purchase on social media—such as thanking them for their visit or addressing their concerns—can help build trust and lead to repeat business, reinforcing loyalty.

Conclusion

In summary, social media fundamentally shapes each stage of the Modified Customer Decision Journey. From triggering interest to facilitating information gathering, influencing consideration, enabling purchase, and shaping post-purchase experiences, social media is a powerful tool for both consumers and businesses. As social media continues to evolve, its role will likely become even more integrated into the customer decision-making process, impacting how consumers engage with brands and make choices for their special outings.

References

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