How social media affects consumer purchasing behaviour

• Autor(a) principal: Pulickan, Sagar B.
• Data de Publicação: 2023
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/28781
• topic: Media sociais -- Social media; Marketing; Brands; Publicidade -- Publicity; Popularidade -- Popularity; Influenciadores digitais -- - Digital influencers; Comportamento do consumidor -- Consumer behavior; Marca

The purpose of this paper is to understand how social media affects consumer purchasing behaviour. For this dissertation, I conducted quantitative research using a survey questionnaire. I decided to choose positivism as my research philosophy. To analyse the data acquired, I also employed the descriptive statistics data analysis method. Generation Z was the focus of my research. Social media does, in fact, influence consumer purchase behaviour, at least as far as the survey's participants are concerned. This paper provides insightful information about Generation Z and how social media affects their decision-making. This research analysis makes it clear that social media has a big impact on how we live and make some decisions. The responses to the survey questions show that consumers believe social media influences their decision to purchase a specific product. Social media has a complex and multifaceted impact on how people behave, with different platforms and communication methods leading to different results. It significantly affects how customers act when making purchases, how they perceive goods, and if they plan to buy anything. Some variables that affect how people use social media are culture and personal values. I advise emphasising the paper's flaws even more in subsequent studies on the subject. To provide a more accurate picture of the public's perception of the influence of social media on Consumer purchasing behaviour, the sample size should be significantly greater. Another approach would be to try to concentrate on a certain niche by reducing the range of the research.