The Influence of Social Network on Online Purchasing Behavior of Consumers

Bc. Satish Kumar Sharmar

Diplomová práce

Abstract:

The primary goal of this study is to look into the relationship between social media and online purchasing behaviour of consumers. This study defines various aspects of social media marketing that influence people's purchasing behaviour. This study's primary research approach is quantitative, and an online survey is conducted in country India, to evaluate the elements of social media influencing customer buying behaviour and decision making. In addition to the quantitative data analysis, the author attempted to analyse consumer behaviour shifts using the available literature related to the topic leading to some interesting revelations. The results gathered during this study demonstrate the importance of social media on purchase decisions and, in particular, information searching. Shoppers are keen to utilise social media as a platform and to access an infinite amount of information in the matter of seconds. Shoppers are also receptive to new ideas and pay attention to tailored marketing on social media platforms, and they are not frightened to buy them.

Keywords

Social Media Platform, Online Consumer Behaviour, Buying Behaviour, Social Media Influence, Information Search

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 23. 11. 2021

Obhajoba závěrečné práce

• Vedoucí: Ing. Tomáš Maier, Ph.D.

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

Magisterský studijní program / obor:
Economics Policy and Administration / Business Administration