The Influence of Social Media on Purchase Decision-making by Young Nigerians

被引：0

作者：

Mohammed, Khadijah ^{[1
]}

Uren, Victoria ^{[1
]}

机构：

[1] Aston Univ, Aston Business Sch, Birmingham, W Midlands, England

来源：

PROCEEDINGS OF THE 5TH EUROPEAN CONFERENCE ON SOCIAL MEDIA (ECSM 2018) | 2018年

关键词：

Social Media; Nigeria; Consumer Decision-making Process; electronic Word of Mouth; Trust; Gender; Culture; WORD-OF-MOUTH;

D O I：

暂无

中图分类号：

G2 [信息与知识传播];

学科分类号：

05 ; 0503 ;

摘要：

The uptake of mobile communications in Nigeria has provided a platform for consumers to communicate with brands. This survey investigated the role of social media in the five different stages of the Engel-Kollat-Blackwell (EKB) consumer decision-making process in Nigerians aged 18-35. The factors of trust, gender and region were considered. Social media was used at all the stages of the purchase decision making process. Trust appears to be influential and warrants further investigation.

引用

页码：471 / 475

页数：5

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