Impact of Social Media on Consumer Buying Pattern

Authors

  • Anupama Sundar D. Associate Professor

DOI:

https://doi.org/10.47747/ijmhrr.v3i3.757

Keywords:

consumer-generated advertising, need for cognition, website design, attractiveness

Abstract

This study examines consumer-generated advertising (CGA) impacts on consumer attitudes, and behaviors for interacting with social media features and passing along electronic word-of-mouth.

Participants viewed a video advertisement on YouTube, framed as either a consumer-generated or firm-generated advertisement, to determine effects of source credibility with different levels of product involvement. Need for cognition (NFC) also was examined. Analysis revealed consumers as source significantly enhanced advertising attitudes and interactivity behaviors

            

References

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Published

2022-07-28 — Updated on 2022-12-30

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How to Cite

Sundar D., A. (2022). Impact of Social Media on Consumer Buying Pattern. International Journal of Marketing & Human Resource Research, 3(3), 124-139. https://doi.org/10.47747/ijmhrr.v3i3.757 (Original work published July 28, 2022)

Issue

Vol. 3 No. 3 (2022)

Section

Articles

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Copyright (c) 2022 Anupama Sundar D

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This is an open-access article distributed under the terms and conditions of the Creative Commons Attribution license (http://creativecommons.org/licenses/by/4.0/)