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2017 | 3(17) | 2 | 79-100
Article title

MISCELLANEA Determinants of social media’s use in consumer behaviour: an international comparison.

Content
Title variants
Languages of publication
EN
Abstracts
EN
This research focuses on the impact of social media (SM) on their users’ behaviour 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.
Year
Volume
Issue
2
Pages
79-100
Physical description
Dates
published
2017-06-30
Contributors
  • Poznań University of Economics and Business, Faculty of International Business and Economics, Department of International Management, al. Niepodległości 10, 61-312 Poznań, Poland, malgorzata.bartosik-purgat@ue.poznan.pl
author
  • Universitat de Girona, Carrer de la Universitat de Girona 10, 17071 Girona, Spain.
  • TU Bergakademie Freiberg, Faculty of Economics, International Resource Management, Akademiestraße 6, 09599 Freiberg, Germany
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Document Type
Publication order reference
Identifiers
YADDA identifier
bwmeta1.element.desklight-312a27ee-ae1b-48a8-8348-d347e89b55a5
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