Analyzing Social Media Engagement and its Effect on Online Product Purchase Decision Behavior
Bibliographic Data
| ID | 2168574 |
|---|---|
| Authors | Joydip Dhar (0000-0002-0861-730X), Abhishek Kumar Jha, Abhishek Jha (0000-0001-9161-0450) |
| Year | 2014 |
| Volume | 24 |
| Issue | 7 |
| Pages | 791-798 |
| Publication date | 2014-10-03 |
| Open Access | No |
| Type | ARTICLE |
| Venue | Journal of Human Behavior in the Social Environment (JOURNAL) |
| Journal identifiers | ISSN: 1091-1359 • E-ISSN: 1540-3556 |
| Publisher | Informa UK Limited (PUBLISHER • GB) |
| DOI | 10.1080/10911359.2013.876376 |
| OpenAlex | W2046329826 |
| Language | EN |
| Citations received | 3 |
| References cited | 9 |
The continuous progress of society in using online resources has given opportunity to many business executives to utilize social media for their brand promotion or recognition. Organizations utilize social media sites like Twitter, Facebook, LinkedIn, Flicker, Google Plus, and YouTube to promote their product, service, or brand worldwide. Increase of consumer engagement in online social activities has forced companies to integrate social media factors into their marketing strategy. The objective of this study is to find the important factors on which the online purchasing decision depends, based on the personality types of consumers and their attitude toward social media with brand perception
Advertising · Business · Perception · Political science · Product (mathematics · Promotion (chess · Purchasing · Social media · Computer Science · Consumer Behavior in Brand Consumption and Identification · Digital Marketing and Social Media · Psychology · Technology Adoption and User Behaviour · Marketing
| Citations per year | 0.6 |
|---|---|
| Citation span | 2021 - 2022 (2) |
| Highly cited | No |