The influence of social media on the purchase behaviour of consumers
- 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.
| Author: | Athina Patsidou |
|---|---|
| Advisor: | Marc Peter Radke |
| Document Type: | Bachelor Thesis |
| Language: | English |
| Year of Completion: | 2018 |
| Granting Institution: | Hochschule Furtwangen |
| Release Date: | 2018/08/31 |
| Tag: | Buying behaviour; Online advertising; Social media; eWOM |
| Page Number: | 93 |
| Degree Program: | IBW - Internationale Betriebswirtschaft |
| Functional area: | Marketing |
| Licence (German): |  Urheberrechtlich geschützt |