Social Media and Its Impact on Consumer Behavior
International Journal of Economic Practices and Theories, Vol. 4, No. 2, 2014, Special issue on Marketing and
Business Development, e-ISSN 2247–7225 www.ijept.org Social Media and its Impact on Consumers Behavior by Elisabeta Ioanăs, Ivona Stoica
The Bucharest University of Economic Studies, Romania
Romanian American University in Bucharest, Romania maria.ioanas@mk.ase.ro, ivonas@ase.ro
Abstract. Technology gives consumer the power to investigate products to label them and criticize them in equal measure, and more. Therefore many companies today have pages on social networks to complement the information held about products, held by the feedback of consumers about products and tend to relate more to a company after reading various reviews. The paper is related to the impact of social media on consumer behavior, therefore it has been made a quantitative research. The sample counted 116 respondents and from the statistical perspective, the conclusions were established in terms of the univariate and bivariate analysis. Following the analysis of the research variables we can make a consumer profile that uses social networks. Likewise, after doing the complex statistical analysis using SPSS and the analysis offered by the online platform the host of questionnaire, it can be seen how much it is influenced and the real impact of social media reflected in the behavior changes.
Key words: social network, online buying, consumer behavior.
JEL classification: M31, L86, N34.
introduction to the chosen theme, followed by relevant information on literature review, where are presented previous specialized studies. The second part describes the research methodology and data analysis. Finally, we present conclusions, research limitations and some directions for future research study.
1 Introduction
In recent years the online environment is viewed by users from a new perspective, in a commercial way. Its development and the emergence of online
Business Development, e-ISSN 2247–7225 www.ijept.org Social Media and its Impact on Consumers Behavior by Elisabeta Ioanăs, Ivona Stoica
The Bucharest University of Economic Studies, Romania
Romanian American University in Bucharest, Romania maria.ioanas@mk.ase.ro, ivonas@ase.ro
Abstract. Technology gives consumer the power to investigate products to label them and criticize them in equal measure, and more. Therefore many companies today have pages on social networks to complement the information held about products, held by the feedback of consumers about products and tend to relate more to a company after reading various reviews. The paper is related to the impact of social media on consumer behavior, therefore it has been made a quantitative research. The sample counted 116 respondents and from the statistical perspective, the conclusions were established in terms of the univariate and bivariate analysis. Following the analysis of the research variables we can make a consumer profile that uses social networks. Likewise, after doing the complex statistical analysis using SPSS and the analysis offered by the online platform the host of questionnaire, it can be seen how much it is influenced and the real impact of social media reflected in the behavior changes.
Key words: social network, online buying, consumer behavior.
JEL classification: M31, L86, N34.
introduction to the chosen theme, followed by relevant information on literature review, where are presented previous specialized studies. The second part describes the research methodology and data analysis. Finally, we present conclusions, research limitations and some directions for future research study.
1 Introduction
In recent years the online environment is viewed by users from a new perspective, in a commercial way. Its development and the emergence of online
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