Impact of Social Media on Consumer Buying Pattern
نویسندگان
چکیده
This study examines consumer-generated advertising (CGA) impacts on consumer attitudes, and behaviors for interacting with social media features passing along electronic word-of-mouth. Participants viewed a video advertisement YouTube, framed as either or firm-generated advertisement, to determine effects of source credibility different levels product involvement. Need cognition (NFC) also was examined. Analysis revealed consumers significantly enhanced attitudes interactivity
منابع مشابه
The Impact on Consumer Buying Behaviour: Cognitive Dissonance
The theory of “cognitive dissonance” is of great importance in consumer behavior and marketers have lots of interest in analyzing the post purchase behavior of consumers experienced by them. This paper has explored the factors that create cognitive dissonance in consumer buying decision making particularly among the consumer goods purchaser in the city area. Some of these are family status, rel...
متن کاملImpact of Consumer Social Responsibility and Brand Social Responsibility Image on Brand Loyalty
The present paper focus on ITC notebook and try to understand consumer social responsibility for cause related brand and how their preference level changes with different firm donations, and how this activity leads to brand loyalty in long run. An experimental design with 693 participants was used. The results shows that consumers like cause related marketing campaigns and ready to do extra ef...
متن کاملThe Impact of Social Media Marketing on Brand Loyalty
This article is "Retracted" at 2018/04/04 due to "Plagiarism" totally from "Erdoğmuş, İ. E., & Cicek, M. (2012). The impact of social media marketing on brand loyalty. Procedia-Social and Behavioral Sciences, 58, 1353-1360."
متن کاملA Study on the Use of Social Media to Understand Consumer Preference: The Case of Starbucks
The paper seeks to identify Starbuck's experience in using social media, understand how social media is linked to customer knowledge management, and assess how social media services could have contributed to Starbucks success. Starbucks demonstrates versatility to engage customers and support different part of customer knowledge management strategy through various social media platforms, such a...
متن کاملSocial entrepreneurship: understanding consumer motives for buying The Big Issue
This paper examines consumer response to a particular social entrepreneurship initiative, The Big Issue. Focusing on consumer motivation, the research explores the utilitarian value of the product as compared to the desire to help the homeless as the primary motivation for purchase. The research found that, although the utilitarian value partly motivated purchase, consumers widely perceived the...
متن کاملذخیره در منابع من
با ذخیره ی این منبع در منابع من، دسترسی به آن را برای استفاده های بعدی آسان تر کنید
ژورنال
عنوان ژورنال: International Journal of Marketing and Human Resource Research
سال: 2022
ISSN: ['2746-4040']
DOI: https://doi.org/10.47747/ijmhrr.v3i3.757