2026-04-17T14:27:36Zhttps://recercat.cat/oai/requestoai:recercat.cat:10256/143872024-06-18T11:11:49Zcom_2072_452955com_2072_2054col_2072_452964
RECERCAT
author
Bartosik-Purgat, Małgorzata
author
Filimon, Nela
author
Hinner, Michael
2024-06-18T11:11:48Z
2024-06-18T11:11:48Z
2017
http://hdl.handle.net/10256/14387
This research focuses on the impact of social media (SM) on their users’ behaviour
vis-a-vis their decision to purchase goods and services online as well as their
attitudes towards these media. The theoretical framework was grounded in the literature
of consumers’ behaviour and their interaction with the digital media with a special
focus on individual socio-demographics (age and gender). The literature overview
allowed the construction of the research hypotheses taking into account the personal
traits and the social media usage in terms of consumer activities. The empirical testing
of the hypotheses was performed with quantitative methods of analysis applied
to a dataset of SM users from six different countries (Poland, China, Spain, Germany,
Turkey and US). Findings have shown that SM preferences and their frequency of use
have different impacts on consumer behaviour both depending on individual characteristics.
Some implications for business managers and marketeers are discussed
Attribution-NonCommercial 3.0 Spain http://creativecommons.org/licenses/by-nc/3.0/es/ info:eu-repo/semantics/openAccess
Xarxes socials en línia
Online social networks
Determinants of social media’s use in consumer behaviour: an international comparison
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion