The Impact of Social Media on Customer Buying Behaviour
DOI:
https://doi.org/10.37134/jcit.vol12.2.3.2022Keywords:
Social media, Purchase behaviour, Brand awareness, Word of mouth, AdvertisingAbstract
With the development of globalization and the increasingly fierce competition in the world market, most companies are seeking new business opportunities on a global scale. The development of information technology promotes the use of social media. The increase in a large number of online users makes social media an emerging purchase channel. For companies, how to use the advantages of social media to attract consumers to buy the company's products and services has become one of the most important challenges. In this light, this research aims to determine the factors that influence the purchase behaviour of consumers on social media. This article studies four basic elements, namely brand awareness, social media word of mouth, social media advertising and social media influencers. By using multiple regression analysis method to analyse 123 questionnaires, the survey results show that social media influencers have a significant relationship with consumers' buying behaviours. The results of this research can help companies use social media to develop strategies and increase consumers' willingness to buy.
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Ahn, T., Ryu, S. & Han, I. (2004). The impact of the online and offline features on the user acceptance of Internet shopping malls. Electronic Commerce Research and Applications, 3(4), 405-420.
Ambolau, M.A.P. (2015). The influence of brand awareness and brand image on purchase decision (Study on Aqua consumers in Administrative Science Faculty Brawijaya University Class of 2013). Jurnal Administrasi Bisnis, 19(2).
Appel, G., Grewal, L., Hadi, R. & Stephen, A.T. (2020). The future of social media in marketing. Journal of the Academy of Marketing Science, 48(1), 79-95.
Bronner, F. & De Hoog, R. (2010). Consumer-generated versus marketer-generated websites in consumer decision making. International Journal of Market Research, 52(2), 231-248.
Dwivedi, Y.K., Rana, N.P., Janssen, M., Lal, B., Williams, M.D. & Clement, M. (2017). An empirical validation of a unified model of electronic government adoption (UMEGA). Government Information Quarterly, 34(2), 211-230.
Erdogan, B.Z. (1999). Celebrity endorsement: A literature review. Journal of Marketing Management, 15(4), 291-314.
Freberg, K., Graham, K., McGaughey, K. & Freberg, L.A. (2011). Who are the social media influencers? A study of public perceptions of personality. Public Relations Review, 37(1), 90-92.
Fulgoni, G. (2014). Uses and misuses of online-survey panels in digital research: Digging past the surface. Journal of Advertising Research, 54(2), 133-137.
Godes, D. & Mayzlin, D. (2004). Using online conversations to study word-of-mouth communication. Marketing Science, 23(4), 545-560.
Goldsmith, R.E., Lafferty, B.A. & Newell, S.J. (2000). The impact of corporate credibility and celebrity credibility on consumer reaction to advertisements and brands. Journal of Advertising, 29(3), 43-54.
Hutter, K., Hautz, J., Dennhardt, S. & Fuller, J. (2013). The impact of user interactions in social media on brand awareness and purchase intention: the case of MINI on Facebook. Journal of Product & Brand Management, 22(5/6), 342-351.
Kimmel, A.J. & Kitchen, P.J. (2014). WOM and social media: Presaging future directions for research and practice. Journal of Marketing Communications, 20(1-2), 5-20.
Liu, B.F., Jin, Y., Briones, R. & Kuch, B. (2012). Managing turbulence in the blogosphere: Evaluating the blog-mediated crisis communication model with the American Red Cross. Journal of Public Relations Research, 24(4), 353-370.
McCarthy, J. (2017). Adidas Chief Casts Doubt on TV Ads: ‘Digital Engagement Is Key for Us,’. Retrieved from https://www.thedrum.com/news/2017/03/17/adidas-chief-casts-doubt-tv-ads-digital-engagement-key-us
Ohanian, R. (1991). The impact of celebrity spokespersons' perceived image on consumers' intention to purchase. Journal of Advertising Research, 31(1), 46-54.
Petty, R.E., Cacioppo, J.T., & Schumann, D. (1983). Central and peripheral routes to advertising effectiveness: The moderating role of involvement. Journal of Consumer Research, 10(2), 135-146.
Riegner, C. (2007). Word of mouth on the web: The impact of Web 2.0 on consumer purchase decisions. Journal of Advertising Research, 47(4), 436-447.
Sa’ait, N., Kanyan, A., & Nazrin, M.F. (2016). The effect of e-WOM on customer purchase intention. International Academic Research Journal of Social Science, 2(1), 73-80.
Sekaran U., & Bougie R. (2009). Research methods for business: A skill building approach (5th ed.). New York, NY: John Wiley and Sons.
Statista (2021). Number of social network users worldwide. Retrieved from https://www.statista.com/statistics/278414/number-of-worldwide-social-network-users/
Sudha, M. & Sheena, K. (2017). Impact of influencers in consumer decision process: the fashion industry. SCMS Journal of Indian Management, 14(3), 14-30.
Suryani, T., Fauzi, A.A., & Nurhadi, M. (2020, 14-15 August). The Effect of Website and Social Media on Customer Behaviour Responses. Proceedings of the 2nd International Conference on Business and Banking Innovations (ICOBBI), Surabaya, Indonesia. Retrieved from http://eprints.perbanas.ac.id/5825/1/21.%20The%20Effect%20of%20Website%20and%20Social%20Media%20on%20Customer%20Behavior%20Responses.pdf
Tuten, T.L., & Solomon, M.R. (2017). Social media marketing. New Jersey: Sage. United Kingdom.
Weiss, A.M., Anderson, E. & Maclnnis, D.J. (1999). Reputation management as a motivation for sales structure decisions. Journal of Marketing, 63(4), 74-89.
Wijaya, I., Rai, A., & Hariguna, T. (2019). The impact of customer experience on customer behaviour intention use in social media commerce, an extended expectation confirmation model: An empirical study. Management Science Letters, 9(12), 2009-2020.
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Published
2022-01-20
How to Cite
Yang, H., & Wong, W.-Y. (2022). The Impact of Social Media on Customer Buying Behaviour. Journal of Contemporary Issues and Thought, 12(2), 16–27. https://doi.org/10.37134/jcit.vol12.2.3.2022
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