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Bartosik-Purgat Małgorzata (Poznań University of Economics, Poland), Filimon Nela (Universitat de Girona, Spain), Hinner Michael B. (TU Bergakademie Freiberg, Faculty of Economics)
Determinants of Social Media's Use in Consumer Behaviour: an International Comparison
Economics and Business Review, 2017, vol. 3 (17), nr 2, s. 79-100, rys., tab., bibliogr. 55 poz.
Media społecznościowe, Zachowania konsumenta, Porównania międzynarodowe, Społeczeństwo, Społeczeństwo konsumpcyjne
Social media, Consumer behaviour, International comparisons, Society, Consumer society
JEL Classification: M31, M37, M21
Polska, Chiny, Hiszpania, Niemcy, Turcja, Stany Zjednoczone Ameryki
Poland, China, Spain, Germany, Turkey, United States of America (USA)
This research focuses on the impact of social media (SM) on their users' behavior vis-a-vis their decision to purchase goods and services online as well as their attitudes towards these media. The theoretical framework was grounded in the literature of consumers' behaviour and their interaction with the digital media with a special focus on individual socio-demographics (age and gender). The literature overview allowed the construction of the research hypotheses taking into account the personal traits and the social media usage in terms of consumer activities. The empirical testing of the hypotheses was performed with quantitative methods of analysis applied to a dataset of SM users from six different countries (Poland, China, Spain, Germany, Turkey and US). Findings have shown that SM preferences and their frequency of use have different impacts on consumer behaviour both depending on individual characteristics. Some implications for business managers and marketeers are discussed. (original abstract)
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