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Influence of Social Networking Sites’ Content on Consumer Decision Making: A Systematic Literature Review

Author

Listed:
  • Asadullah Lakho

    (Lecturer, Faculty of Management Sciences, Indus University, Karachi, Pakistan)

  • Shahzeb Zulfiqar

    (Digital Marketing Manager, Group M, Karachi, Pakistan)

  • Wajiha Saghir

    (Lecturer, Institute of Business & Health Management, Dow University of Health Sciences, Karachi, Pakistan)

  • Sundas Rauf

    (IMBA/MPhil, Department of Business Administration, Chongqing University, , Chingqong, China)

Abstract

Social media has largely influenced consumer behavior as per hundreds of researches in the past decade. Organizations are investing a lot into understanding how to increase their brand awareness, leads and sales by utilizing in this medium on communication. Stimuli-organism-response model has been largely used for investigating social media content and its influence on users; this influence can be related to perception or intention to perform and act. This research aims to investigate to utilization of SOR model in social media content research. Initially 60 papers were selected. Through steps of filtration, the number of papers short-listed was 20; these papers were selected based on a certain inclusion and exclusion criteria set prior to research. The pre-analysis highlighted three main pre-codes; these codes are, SOR Model, Content Post-Consumption and brand. After deep text analysis and coding, first level and second level codes were identify with detailed dimensions if each pre-code. Analysis showed wide variety of applications of SOR Model in social media research, it terms of affective and cognitive responses. Social media content consumption major influence on customer attitude towards brand and eWOM. SOR model has been majorly used in investigating brand management, especially in context of brand equity and customer engagement with brand-related content.

Suggested Citation

  • Asadullah Lakho & Shahzeb Zulfiqar & Wajiha Saghir & Sundas Rauf, 2023. "Influence of Social Networking Sites’ Content on Consumer Decision Making: A Systematic Literature Review," Journal of Policy Research (JPR), Research Foundation for Humanity (RFH), vol. 9(2), pages 328-238.
    • Handle: RePEc:rfh:jprjor:v:9:y:2023:i:2:p:328-238
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    References listed on IDEAS

    as
    1. Chen, Yubo & Fay, Scott & Wang, Qi, 2011. "The Role of Marketing in Social Media: How Online Consumer Reviews Evolve," Journal of Interactive Marketing, Elsevier, vol. 25(2), pages 85-94.
    2. Fred D. Davis & Richard P. Bagozzi & Paul R. Warshaw, 1989. "User Acceptance of Computer Technology: A Comparison of Two Theoretical Models," Management Science, INFORMS, vol. 35(8), pages 982-1003, August.
    3. Pan, Lee-Yun & Chiou, Jyh-Shen, 2011. "How Much Can You Trust Online Information? Cues for Perceived Trustworthiness of Consumer-generated Online Information," Journal of Interactive Marketing, Elsevier, vol. 25(2), pages 67-74.
    4. D. Harrison McKnight & Vivek Choudhury & Charles Kacmar, 2002. "Developing and Validating Trust Measures for e-Commerce: An Integrative Typology," Information Systems Research, INFORMS, vol. 13(3), pages 334-359, September.
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