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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.

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Author:Athina Patsidou
Advisor:Marc Peter Radke
Document Type:Bachelor Thesis
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):License LogoUrheberrechtlich geschützt