Social media and its impacts on consumers purchasing behavior
Başlık çevirisi mevcut değil.
- Tez No: 403212
- Danışmanlar: Dr. RICHARD SMALL
- Tez Türü: Yüksek Lisans
- Konular: Ekonomi, İşletme, İletişim Bilimleri, Economics, Business Administration, Communication Sciences
- Anahtar Kelimeler: Belirtilmemiş.
- Yıl: 2016
- Dil: İngilizce
- Üniversite: Unıversıty Of Wales
- Enstitü: Yurtdışı Enstitü
- Ana Bilim Dalı: Belirtilmemiş.
- Bilim Dalı: Belirtilmemiş.
- Sayfa Sayısı: Belirtilmemiş.
Özet
Özet yok.
Özet (Çeviri)
Growing of the Web 2.0 technologies which enabled to people to create user generated content platforms recently has an incontrovertible impact on consumers' purchasing behavior. Social media has shown an incredible growth over the past decade and currently it has more voice for purchasing decision-making process. on consumers' At the present time more people use social media in order to be in communication with relatives, looking for extended information about the products and service and to see new developments of brands which is taken into serious by marketing professionals. In this context, as the speed of supply and demand in the digital generation continues to increase, this study aims to reveal how purchasing decision-making process is affected by social media. There are three chapters in total and in terms of collecting data for the purpose of this study, for quantitative data a questionnaire which is composed of 27 questions and for a qualitative data a semi-structured interview were conducted. This study reveals that social media effects would be different according to the different stages of consumers' purchasing decision making-process such as gender and nationality (each respondents' questionnaire answers are available in appendix) which actually makes the influence of social media less or more strong. In conclusion, the results show that social media plays an important role in our lives. Specific characteristics such as nationality, gender, social and personal effects and demographic features on social media have an impact on consumers' purchasing decision making process.
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