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Demystifying the Effect of Social Media on Consumer Behaviour

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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 Author

Abdulkadir 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.


social media, consumer behaviour, purchase intention


Abdulkadir Abdulahi Hasan, Fang Huan. Demystifying the Effect of Social Media on Consumer Behaviour. Financial Engineering and Risk Management (2021) 4: 18-27. DOI:


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