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The Effect of Social Media on Consumer Buying Decision Process

Ozer, Sinem (2012) The Effect of Social Media on Consumer Buying Decision Process. Masters thesis, Dublin, National College of Ireland.

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Web 2 0 technologies have recently represent a new way for consumer behaviour by developing a range of user generated content platforms and social interactive tools and created the term of social media (Kaplan and Heinlein, 2010). As the usage of the social media has become more popular, these tools are perceived as a source by consumers to search information about the products during their buying decision process. The aim of this research is to explore how social interactive tools have an influence on buying decision process and how others’ product-related opinions
collected from social and digital environment are influential on buying decisions.

A case study was designed in this research to study buying decision process of three technological products at different prices. The interviews were made with a buyer and also related people with whom the buyer contacted in his buying processes. Furthermore, social interactive tools which the buyer used to collect information about the products were displayed as a secondary data. This research explored that social interactive tools are effectively used to collect information about products at different prices and other’s product-related opinions are perceived as a trustworthy source in the buying decision process. It also suggested that social factors, especially family opinions have a strong influence on the buying decisions while buying an expensive product.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce > Marketing > Consumer Behaviour
Z Bibliography. Library Science. Information Resources > ZA Information resources > ZA4150 Computer Network Resources > The Internet > World Wide Web > Websites > Online social networks
T Technology > TK Electrical engineering. Electronics. Nuclear engineering > Telecommunications > The Internet > World Wide Web > Websites > Online social networks
Divisions: School of Business > Master of Science in Management
Depositing User: Caoimhe Ní Mhaicín
Date Deposited: 21 May 2013 18:46
Last Modified: 21 May 2013 18:47

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