2026-04-17T19:23:10Zhttps://recercat.cat/oai/request

oai:recercat.cat:10256/143872024-06-18T11:11:49Zcom_2072_452955com_2072_2054col_2072_452964

Determinants of social media’s use in consumer behaviour: an international comparison Bartosik-Purgat, Małgorzata Filimon, Nela Hinner, Michael Xarxes socials en línia Online social networks 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 2024-06-18T11:11:48Z 2024-06-18T11:11:48Z 2024-06-18T11:11:48Z 2017 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion http://hdl.handle.net/10256/14387 info:eu-repo/semantics/altIdentifier/doi/10.18559/ebr.2017.2.5 info:eu-repo/semantics/altIdentifier/issn/2392-1641 info:eu-repo/semantics/altIdentifier/eissn/2450-0097 Attribution-NonCommercial 3.0 Spain http://creativecommons.org/licenses/by-nc/3.0/es/ info:eu-repo/semantics/openAccess Poznań University of Economics Economics and Business Review, 2017, vol. 3, núm. 2, p. 79-100 Articles publicats (D-EC)