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- Title
MODELLING THE INFLUENCES OF ONLINE SOCIAL NETWORKS ON CONSUMERS' BUYING BEHAVIOUR.
- Authors
CETINĂ, Iuliana; DUMITRESCU, Luigi; FUCIU, Mircea; ORZAN, Gheorghe; STOICESCU, Cristina
- Abstract
The emergence of the online social networks (OSN) has created for companies and marketing specialists a brand new method of reaching and communicating with their target groups. This paper aims to present the results of a quantitative marketing research (part of a larger qualitative and quantitative marketing research) which was designed in order to identify if and how the online social networks influence the consumers' buying behaviour. We presented a short literature review regarding the concepts of online social networks, consumer behaviour, economic and marketing models as well as several marketing models linked to the usage of information technology by the consumers. The second part of our paper presents the research methodology, the proposed conceptual model of online social networks influences on the purchasing behaviour and the validation process. We have shown, following the statistical analysis, that the online social networks influence in certain aspects the buying behaviour of the consumers. We concluded by underlining certain theoretical and managerial implications, as well as by drawing some conclusions and pointing out several research limits.
- Subjects
ONLINE social networks; CONSUMER behavior; SOCIOECONOMICS; INFORMATION technology; MARKETING strategy
- Publication
Economic Computation & Economic Cybernetics Studies & Research, 2018, Vol 52, Issue 2, p5
- ISSN
0424-267X
- Publication type
Article
- DOI
10.24818/18423264/52.2.18.01