TY  - THES
U1  - Bachelor Thesis
A1  - Patsidou, Athina
T1  - The influence of social media on the purchase behaviour of consumers
N2  - Social media is important to the private lives of people. Marketers can use this to sell their products and create a competitive advantage. This study’s research questions were formulated in order to examine this topic more closely. The aim of this thesis is to provide a theoretical background on social media and the influence of purchase decisions, as well as empirical evidence. Secondary data from various journals and articles was used to provide a theoretical framework based on the latest information. Empirical studies by researchers in different industries have examined the topic with a statistical approach. Their findings are used to provide a practical perspective. The results show that social media has a positive influence on consumers’ purchase behaviour. The conclusion discusses recommendations for future research, limitations and a critical view on existing empirical research and theory on this topic.
KW  - Social media
KW  - Buying behaviour
KW  - eWOM
KW  - Online advertising
Y2  - 2018
SP  - 93
S1  - 93
ER  -