Social media and the decision-making process: empirical evidence from Yemen

Autor:	Ramzi Alwadhan, Wail Alhakimi
Rok vydání:	2021
Předmět:	Marketing Service (business) Product (business) Data collection End user Process (engineering) Social media Advertising Business Business and International Management Decision-making Empirical evidence Management Information Systems
Zdroj:	International Journal of Electronic Marketing and Retailing. 12:133
ISSN:	1741-1033 1741-1025
DOI:	10.1504/ijemr.2021.10034994
Popis:	Social media had a huge impact on consumers day to day life in many different aspects. It is applications and sites have become an influence on how products and services are presented to end users. This study aims to understand the impact of social media marketing on the consumer's decision-making process among Yemeni consumers. A questionnaire was used as a tool for the data collection from 180 Yemeni consumers. The study reveals that social media has a major influence on pre-purchase stage, purchase stage and post purchase stage. Social media users are encouraged to recognise a need for a product/service in the pre-purchase stage. It is a reliable source for information and information can be searched, accessed, and retrieved easily in the purchase stage. Feedback from customers about services/products can give a clear picture on how good or bad the product/service is, in which it affects future purchases.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_dedup___::0259d880d69ac86e85280d1e3ac742c7 https://doi.org/10.1504/ijemr.2021.10034994 Zobrazit plný text záznamu