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Impact of social media on consumer behaviour

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  • Duangruthai Voramontri
  • Leslie Klieb

Abstract

The goal of this paper is to research empirically the role of social media in consumers' decision-making process for complex purchases - those characterised by significant brand differences, high consumer involvement and risk, and which are expensive and infrequent. The model uses the information search, alternative evaluation, and purchase decision stages from the classical EBM model. A quantitative survey investigates up to what degree experiences are altered by the use of social media. Results show that social media usage influences consumer satisfaction in the stages of information search and alternative evaluation, with satisfaction getting amplified as the consumer moves along the process towards the final purchase decision and post-purchase evaluation. The research was done among internet-savvy consumers in South-East Asia, and only considered purchases that were actually made by consumers, not including searches that were abandoned.

Suggested Citation

  • Duangruthai Voramontri & Leslie Klieb, 2019. "Impact of social media on consumer behaviour," International Journal of Information and Decision Sciences, Inderscience Enterprises Ltd, vol. 11(3), pages 209-233.
    • Handle: RePEc:ids:ijidsc:v:11:y:2019:i:3:p:209-233
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    Citations

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    Cited by:

    1. Oana PRICOPOAIA & Mihai CADINOIU & Adriana MATEI, 2020. "Aspects Regarding the Online Consumer Profile and the Impact on the Purchasing Behaviour," Economics and Applied Informatics, "Dunarea de Jos" University of Galati, Faculty of Economics and Business Administration, issue 2, pages 91-99.
    2. Vrain, E. & Wilson, C. & Kerr, L. & Wilson, M., 2022. "Social influence in the adoption of digital consumer innovations for climate change," Energy Policy, Elsevier, vol. 162(C).
    3. Hasan Beyari & Hatem Garamoun, 2022. "The Effect of Artificial Intelligence on End-User Online Purchasing Decisions: Toward an Integrated Conceptual Framework," Sustainability, MDPI, vol. 14(15), pages 1-17, August.
    4. Sharma, Manisha & Banerjee, Subhojit & Paul, Justin, 2022. "Role of social media on mobile banking adoption among consumers," Technological Forecasting and Social Change, Elsevier, vol. 180(C).
    5. Agnieszka Bojanowska & Monika Kulisz, 2020. "Polish Consumers’ Response to Social Media Eco-Marketing Techniques," Sustainability, MDPI, vol. 12(21), pages 1-20, October.
    6. Kobby Mensah & Justice Boateng Dankwah & Gilbert Mensah & Judith Aku Masope-Crabbe, 2021. "Choice, Purchase Decision and Post-Purchase Dissonance: The Social Media Perspective," Information Management and Business Review, AMH International, vol. 13(3), pages 1-13.
    7. Sanaz Ghorbanloo & Sajjad Shokouhyar, 2023. "Consumers' attitude footprint on sustainable development in developed and developing countries: a case study in the electronic industry," Operations Management Research, Springer, vol. 16(3), pages 1444-1475, September.
    8. Syed Zeeshan Zahoor & A. M. Shah, 2024. "Impact of Social Media on Users’ Complex Buying Behaviour: Analysing the Mediating Effect of Perception and Moderating Effect of Extended Social Media Usage," Management and Labour Studies, XLRI Jamshedpur, School of Business Management & Human Resources, vol. 49(1), pages 119-148, February.
    9. Yuanyuan Guo & Xiaoting Chen & Chaoyou Wang, 2023. "Consumer Information Search in Live-Streaming: Product Involvement and the Moderating Role of Scarcity Promotion and Impulsiveness," Sustainability, MDPI, vol. 15(14), pages 1-19, July.
    10. Emmanuel Bruce & Zhao Shurong & Du Ying & Meng Yaqi & John Amoah & Sulemana Bankuoru Egala, 2023. "The Effect of Digital Marketing Adoption on SMEs Sustainable Growth: Empirical Evidence from Ghana," Sustainability, MDPI, vol. 15(6), pages 1-24, March.
    11. Yizhi Liu & Xuan Lu & Chengjiang Li & Gang Zhao, 2022. "The Influence of Content Presentation on Users’ Intention to Adopt mHealth Applications: Based on the S-O-R Theoretical Model," Sustainability, MDPI, vol. 14(16), pages 1-20, August.

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