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Impact of Social Media on Consumer Buying Patterns

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  • John Donnellan
  • Melanie McDonald
  • Michael Edmondson

Abstract

Due to the tremendous growth in Internet usage around the globe during the last ten years, marketing teams now must better understand the impact of social media on consumer buying patterns. With Internet penetration estimated to continue to grow during the next decade, especially in second and third world markets, marketing executives will need to prioritize understanding the changes related to consumer buying patterns. Many papers have discussed this phenomenon and it was explored and analyzed as a result of new media advertising through social media ad repetition on consumer buying behavior. This study tested hypotheses on repetition and relevance, separately and jointly, with respect to obtaining a positive decision-making experience. Test subjects were given single and mixed ads via a video presentation then surveyed through SurveyMonkey. Test subjects came from similar academic universities in New Jersey USA and Changzhou China. The results reflect that ad repetition has a positive effect on consumer buying patterns.

Suggested Citation

  • John Donnellan & Melanie McDonald & Michael Edmondson, 2020. "Impact of Social Media on Consumer Buying Patterns," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 12(3), pages 1-71, September.
    • Handle: RePEc:ibn:ijmsjn:v:12:y:2020:i:3:p:71
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    References listed on IDEAS

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    1. Emmanuel Chao, 2018. "Marketing Platform Strategy," Chapters, in: Sonyel Oflazoglu Dora (ed.), Marketing, IntechOpen.
    2. van Esch, Patrick & Mente, Margaret, 2018. "Marketing video-enabled social media as part of your e-recruitment strategy: Stop trying to be trendy," Journal of Retailing and Consumer Services, Elsevier, vol. 44(C), pages 266-273.
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    More about this item

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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