Text Document

From Consumer to Community: Factors of Influence in the Purchasing Decision Making Process

Fulltext URI

Document type

Additional Information

Date

2012

Journal Title

Journal ISSN

Volume Title

Publisher

Association for Computing Machinery

Abstract

The impacts of online collaboration and networking among consumers on social media (SM) websites which are featuring user generated content in a form of product reviews, ratings and recommendations (PRRR) as an emerging information source is the focus of this research. The proliferation of websites where consumers are able to post the PRRR and share them with other consumers has altered the marketing environment in which companies, marketers and advertisers operate. This cross-sectional study explored consumers' attitudes and behaviour toward various information sources (IS), used in the information search phase of the purchasing decision-making process. The study was conducted among 300 international consumers. The results were showing that personal and public IS were far more reliable than commercial. The findings indicate that traditional marketing tools are no longer viable in the SM milieu.

Description

Gligorijevic, Barbara (2012): From Consumer to Community: Factors of Influence in the Purchasing Decision Making Process. Proceedings of the 2012 ACM International Conference on Supporting Group Work. DOI: 10.1145/2389176.2389221. New York, NY, USA: Association for Computing Machinery. pp. 285–286. Sanibel Island, Florida, USA

Citation

Tags

Collections