Determinants of Social Media's Use in Consumer Behaviour: an International Comparison

Małgorzata Bartosik-Purgat , Nela Filimon , Michael Hinner

Abstract

This research focuses on the impact of social media (SM) on their users' behavior vis-a-vis their decision to purchase goods and services online as well as their attitudes towards these media. The theoretical framework was grounded in the literature of consumers' behaviour and their interaction with the digital media with a special focus on individual socio-demographics (age and gender). The literature overview allowed the construction of the research hypotheses taking into account the personal traits and the social media usage in terms of consumer activities. The empirical testing of the hypotheses was performed with quantitative methods of analysis applied to a dataset of SM users from six different countries (Poland, China, Spain, Germany, Turkey and US). Findings have shown that SM preferences and their frequency of use have different impacts on consumer behaviour both depending on individual characteristics. Some implications for business managers and marketeers are discussed.
Author Małgorzata Bartosik-Purgat (WGM / KZM)
Małgorzata Bartosik-Purgat,,
- Department of International Management
, Nela Filimon - Universitat de Girona, Spain
Nela Filimon,,
-
, Michael Hinner - TU Bergakademie Freiberg, Germany
Michael Hinner,,
-
Journal seriesEconomics and Business Review, [Poznan University of Economics Review, Poznań University of Economics Review (Economics and Business Review)], ISSN 2392-1641, e-ISSN 2450-0097, [1643-5877], (B 15 pkt)
Issue year2017
Vol3 (17)
No2
Pages79-100
Publication size in sheets1.05
Keywords in Englishsocial media, consumer behaviour, international comparison
DOIDOI:10.18559/ebr.2017.2.5
URL http://www.ebr.edu.pl/pub/2017_2_79.pdf
Languageen angielski
File
Bartosik-Purgat.pdf 776.26 KB
Score (nominal)15
Score sourcejournalList
ScoreMinisterial score = 15.0, 27-03-2020, ArticleFromJournal
Citation count*5 (2020-10-18)
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