THE IMPACT OF SOCIAL MEDIA MARKETING ON CONSUMER BUYING BEHAVIOUR: THEORETICAL ASPECT

Authors

  • Olena SOKHATSKA Ternopil National Economic University
  • SIDDHARTH SIDDHARTH Ternopil National Economic University

DOI:

https://doi.org/10.35774/jee2019.02.285

Keywords:

Social media, consumer buying behaviour, social networking sites, social media marketing, behavioural economics, decision making, marketing strategies, european economy, consumer analysis.

Abstract

This research studies the impact of social media marketing on consumer buying behaviour. The aim of this research is to explore how social interactive tools have an influence on buying decision process and how others’ productrelated opinions collected from social and digital environment are influential on buying decisions in different markets.


This project sought to assess the impact of social media on the decision making process among the consumers. The study’s general objective was to establish the impact of social media on consumer’s decision making process among the consumers across different level of the society.


The study was guided by the following specific objectives: to find out how social media influences the pre-purchase stage in buyer’s decision process, to determine how social media influences the purchase stage in buyer’s decision process, and to determine how social media influences the post purchase stage in buyer’s decision process.

The study aims at integration of social media marketing communication tools and consistency in the message communicated via social media tools. In addition, it aims to have conclusive recommendations for further study which should include involvement in marketing research with a core purpose of delivering per consumer needs, as well as gaining an understanding of trending social media activities so as to meet demands of changing technological world.

JEL: D03, E03.

Author Biographies

Olena SOKHATSKA, Ternopil National Economic University

Dr. of Econ. Sciences, Professor

SIDDHARTH SIDDHARTH, Ternopil National Economic University

PhD Economics

References

Aksoy, L. and Cooil, B. (2006) A Multivariate and Latent Class Analysis of Consumer Decision

Banerjee and Esther Duflo. More than Good Intentions: How a New Economics is Helping to Solve Global Poverty. Dean Karlan and Jacob Appel. Faith & Economics 59: 65-72

Coyle, Diane (2012) The Public Responsibilities of the Economists: Dr. Frankenstein, I Presume? Tanner Lectures, Brasenose College, Oxford, May 18-19, 2012

Duflo, Esther (2012) Human Values and the Design of the Fight Against Poverty: Paternalism versus Freedom? Tanner Lectures, Mahindra Humanities Center, Harvard University, May 2-4, 2012

Hayek, F.A. (1988) The Fatal Conceit. Chicago University Press. July, 1990. https://doi.org/10.7208/chicago/9780226321158.001.0001

Hayek, F.A. (1944) The Road to Serfdom. Chicago University Press. March, 2007. https://doi.org/10.7208/chicago/9780226320533.001.0001

Hoksbergen, Roland (2012) Review of Poor Economics: A Radical Rethinking of the Way to Fight Global Poverty. Abhijit V.

Hoksbergen, Roland (1994) "Is There a Christian Economics? Some Thoughts in Light of the Rise of Postmodernism." Christian Scholar's Review, Vol. XXIV (2), December 1994, 126- 142.

Kotler, P. and Armstrong, G. (2014) Principles of Marketing, 15th ed., Pearson Education, London.

Kaplan, A.M. and Haenlein, M. (2010) Users of the World, Unite! The Challenges and Opportunities of Social Media. Business Horizons, 53, 59 68. https://doi.org/10.1016/j.bushor.2009.09.003

Nudge theory concept Thaler & Sunstein. Nudge theory terminology Thaler-Sunstein/Kahneman-Tversky.

Richardson, J. David (1994) "What Should Christian Economists Do? Economics!" Faith & Economics. 23: 12-36.

Thaler Richard H.: Misbehaving: the making of behavioral economics. Volume 164, Issue 1-2, pp 185-188. https://doi.org/10.1007/s11127-015-0276-5

Simon, Herbert A. (1957) Models of Man, Social and Rational: Mathematical Essays on Rational Human Behaviour in a Social Setting. Oxford: Wiley.

Smith, Adam (1970) The Theory of Moral Sentiments. Gutenberg Publishers. March 2011.

Tiemstra, John P. (1994) "What Should Christian Economists Do?Doing Economics, But Differently" Faith & Economics. 23: 3-8.

Wright, N.T. (2013) «Paul and the Puzzle of Freedom». Sermon at morning worship, Central Presbyterian Church, Park Avenue, New York; April 21, 2013

Wydick, Bruce (2013) «Economics as if Jesus Mattered» Festschrift in Honora of Ronald J. Sider. Regnum Books

Published

05.09.2019

How to Cite

SOKHATSKA, Olena, and SIDDHARTH SIDDHARTH. “THE IMPACT OF SOCIAL MEDIA MARKETING ON CONSUMER BUYING BEHAVIOUR: THEORETICAL ASPECT”. Journal of European Economy, vol. 18, no. 2, Sept. 2019, pp. 285-97, doi:10.35774/jee2019.02.285.