THE IMPACT OF SOCIAL NETWORKING SITES ON CONSUMERS’ PURCHASING DECISIONS
TÜKETİCİLERİN SATIN ALMA KARARLARINDA SOSYAL PAYLAŞIM SİTELERİNİN ETKİSİ

Author : İbrahim Halil SEYREK -- Emrah Sıtkı YILMAZ
Number of pages : 43-62

Abstract

Social networking sites, where a great amount of information is shared about firms, brands and products, affect consumer decisions during the different stages of purchasing process. Therefore, it is important to study the effects of social networking sites on addressing needs, determining alternatives, evaluating alternatives, purchase decision and post-purchase evaluations. In this study, based on data collected from 850 persons, the usage of social networking sites by consumers at the different stages of purchasing process was investigated. The results of the study show that users spend a great amount of time in social networking sites and they use such sites in the different stages of purchasing process at a moderate level. Comparisons made among users revealed that users with different demographics are affected at different levels. Moreover, as the effect of social networking sites increase on the pre-purchase stages, the effect of such sites also increase during purchasing decision stage.

Keywords

Social networking websites, Consumer purchasing decision process, Purchasing behaviors

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