Demystifying the Effect of Social Media on Consumer Behaviour
DOI: 10.23977/ferm.2021.040303 | Downloads: 8 | Views: 138
Abdulkadir Abdulahi Hasan 1, Fang Huan 1
1 Anhui University of Science and Technology, Huainan city, Anhui Province, 232001, China
Corresponding AuthorAbdulkadir Abdulahi Hasan
This study was focused on assessing the effect of social media platforms on consumer behaviour, by specifically looking at the key variables such as the need recognition, information search, evaluation of alternatives and purchase decision. The study adopted a quantitative approach, and primary data was collected through a survey technique. The respondents were randomly selected based on their likelihood of using social media platforms. The need recognition, information search, evaluation of alternatives and consumer perception were regarded as the independent variables of this study; while purchase decision was treated as a dependent variable. Based on the findings of this study, all the proposed hypotheses are proven significant. The need recognition, information search, evaluation of alternatives and consumer perception have a positive effect on consumers’ purchase decisions. Social media platforms are now being regarded and used as the prime source of information by a wide range of consumers. Therefore, it is recommended that companies should use a customer centric approach that seeks to engage and prioritise customers, and their needs, through social media platforms.
KEYWORDSsocial media, consumer behaviour, purchase intention
CITE THIS PAPER
Abdulkadir Abdulahi Hasan, Fang Huan. Demystifying the Effect of Social Media on Consumer Behaviour. Financial Engineering and Risk Management (2021) 4: 18-27. DOI: http://dx.doi.org/10.23977/ferm.2021.040303
 Hajli, M.; Nick. A study of the impact of social media on consumers. International Journal of Market Research. (2014), 56(3), 388-404
 Mamlouk.; Soufian.; The influence of networks on consumer behavior: Understanding how social media networks impact online word of mouth and purchase behavior. Concordia University. (2014).
 Xhema, J.; Effect of Scial Netwroks on Consumer Behaviour: Complex Buying. IFAC-Papers OnLine. (2019), 52(25), 504-508.
 Alsubagh, H.; The Impact of Social Networks on Consumers’ Behaviors. International Journal of Business and Social Science. (2015), 6 (1), 321-325.
 Appel, G.; Grewal, L.; Hadi, R. and Stephen, A.; The future of social media in marketing. Journal of the Academy of Marketing Science. (2020), (48): 79-95.
 Kotler, P. and Armstrong, G.; Principles of Marketing. Pearson Education, London.
 Voramontri, D., and Klieb, L. Impact of social media on consumer behaviour. International Journal of Information and Decision Sciences, 2019, 11(3):.1-26.
 Stankevich, A.; Explaining the consumer decision-making process: Critical Literature review. Journal of International Business Research and Marketing. (2017), 2(6), 7-14.
 Carmichael D.; Cleave D.; How effective is social media advertising? A study of Facebook Social Advertisements[C]// International Conference for Internet Technology & Secured Transactions. IEEE, (2013).
 Oliver, L. R. Effect of expectation and disconfirmation on post exposure product evaluations: an alternative interpretation. Journal of Applied Psychology, 1977, 62 (4):480- 486.
 Chokesirikulchai, S.; An Investigation on the Impact of Social Media on Consumer Buying Behavior A Case Study of Cosmetic Retailer. Jiaotong University, (2017).
 Karimi, S.; A Purchase Decision-Making Process Model of Online Consumers and its Influential Factor – a Cross Sector Analysis. The University of Manchester, Manchester. (2013).
 Stephen, A. T., & Galak, J. The effects of traditional and social earned media on sales: A study of a microlending marketplace. Journal of Marketing Research, 2012, 49 (5), 624-639.
 Trusov, M., Bucklin, R. E., and Pauwels, K. Effects of Word-of-Mouth versus Traditional Marketing: Findings from an Internet Social Networking Site. Journal of Marketing. (2009), 73 (5), 90-102.
 Mollah, M.; Impact of Internet Banner Advertisement on Social Media'S Consumer Buying Behaviour: A Case Study of Facebook. Brac University, 2015.
 Karimi, S.; Papamichail, K. N.; Holland, C. P.; The effect of prior knowledge and decision-making style on the online purchase decision-making process: A typology of consumer shopping behaviour. Decision Support Systems. (2015), 77(9), 137–147.
 Loose, S. M.; Remaud, H.; Impact of corporate social responsibility claims on consumer food choice. British Food Journal, 2013, 115(1):142-161.
 Jepsen, A. L.; Factors affecting consumer use of the Internet for information search. Journal of Interactive Marketing. (2007), 21(3), 21-34.