The Effect of Social Media on Consumer Buying Decision Process of Technology goods

Devagiri, Jaya Mani Deepika (2020) The Effect of Social Media on Consumer Buying Decision Process of Technology goods. Masters thesis, Dublin, National College of Ireland.

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Abstract

Web 3.0 is considered as the new way to represent consumer buying behaviour with the help of content platforms and interactive tools that are user generated. These social interactive tools are considered as the source for many customers because it helps in searching of the information regarding the products of the buyer’s choice. The research aim is to know how these tools can effect the decision of the buyer and how the reviews gathered from the social media about the product are influential during decision.

Case study mechanism is used to understand the stages in the buying decision process in case of two technology goods. An interview is conducted with the buyer and his colleagues whom he contacted during this process. So, the tools used by the buyer to gather information are considered as the secondary data. Finally, this research states that social interactive tools are considered as the good source to collect information about the goods.

Item Type:	Thesis (Masters)
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce > Marketing > Consumer Behaviour H Social Sciences > HF Commerce > Marketing > e Marketing
Divisions:	School of Business > Master of Science in Management
Depositing User:	Dan English
Date Deposited:	04 Feb 2021 12:24
Last Modified:	04 Feb 2021 12:24
URI:	https://norma.ncirl.ie/id/eprint/4655

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