You are here

Home » Content

IMPACT OF ADVERTISEMENTS IN SOCIAL MEDIA ON PURCHASING BEHAVIOUR OF ASSOCIATE STUDENTS

Journal Name:

  • Journal of Educational and Instructional Studies in the World

Publication Year:

  • 2016

Key Words:

Author NameUniversity of AuthorFaculty of Author
Abstract (2. Language): 
With the widespread use of smart phones, immediate access to information, rapid communication and social media with it, has led to changes in consumer shopping habits. Individuals are now questioning their purchasing decisions through social media, discussing within their communities or forming their preferences by advertising and campaigns of companies in social media. Companies which are aware of this, are making efforts to use the social media in a most effective way. In this study, impact of advertisements of companies in social media, also commonly used by university students, on purchasing behaviour of consumers in this group was investigated. According to the results, in social media, students do research on products, gather preliminary information by following advertisements, are affected by the comments, and evaluate the recommendations. It was also observed that the positive effect on the purchasing behaviour answered by company officials to students’ questions or comments for any products.
Bookmark/Search this post with
FULL TEXT (PDF): 
PDF icon arastirmax-impact-advertisements-social-media-purchasing-behaviour-associate-students.pdf
  • 4
32
39
  • English

REFERENCES

References: 

Canlı, M. (2015). Sosyal medyada kullanılan reklamların tüketicilerin satın alma davranışlarına etkisi.
Yayımlanmış yüksek lisans tezi, KTO Karatay Üniversitesi, Konya, Türkiye.
Hanna, R., Rohm, A., Crittenden, V. L. (2011). We’re all connected: The power of the social media ecosystem.
Business Horizons, Vol. 54, Iss: 3, pp. 265 – 273.
Likert, R. (1932). A technique for the measurement of attitudes. Arch Psychology, Vol. 22, No. 140, pp. 5 – 55.
Mangold, W. G., Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business
Horizons, Vol. 52, pp. 357 – 365.
O'Keeffe, G. S., Clarke-Pearson, K. (2011). The impact of social media on children, adolescents, and families.
Pediatrics, Vol. 127 Iss: 4, pp. 800 – 804.
R Core Team. (2016). R: A language and environment for statistical computing. R Foundation for Statistical
Computing, Vienna, Austria.
Revelle, W. (2016). psych: Procedures for psychological, psychometric, and personality research. Northwestern
University.
Wickham, H., Francois, R. (2016). dplyr: A grammar of data manipulation.

Thank you for copying data from http://www.arastirmax.com