The Influence of Social Network on Online Purchasing Behavior of Consumers

Bc. Satish Kumar Sharmar

Master's thesis

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

Language used: English

Date on which the thesis was submitted / produced: 23. 11. 2021

Thesis defence

• Supervisor: Ing. Tomáš Maier, Ph.D.

Czech University of Life Sciences Prague

Faculty of Economics and Management

Master programme / field:
Economics Policy and Administration / Business Administration