According to Lantos (2015), social media platform and search engines like Google and Yahoo are not only internet marketing tools for business organisations but they are also product or service research tools for customers. Consumers in modern generation are no longer driven by attractive advertisements and rather they are more focused to make wiser purchase decisions depending on personal level product or service researches via internet, review of previous customers, trials and many others. Solomon, (2014) argued that brand reputation and image of organisations are significant drivers of consumer behaviour towards their products and services. Brands with positive reputation with product or service quality and good CSR approaches generally enjoy positive customer behaviour towards their consumer offerings.
Change of Consumer Behaviour over time in relation to Increasing Product and Health Awareness
Consumers in modern generation are much more conscious with their buying behaviour due to their increasing product awareness. Cohen et al. (2014) indicated that massive use of internet across the world is one of the major reasons for increasing product and health awareness of consumers in buying decision making process. Internet, smartphone devices, social media platforms and search engines have made it much easy for consumers to search information regarding products or services according to their needs. It helps them to analyse products and services by their features and characteristics rather than being influenced by the brand name or endorsing celebrity.