An empirical investigation of social network influence on consumer purchasing decision: The case of Facebook
Journal of Direct Data and Digital Marketing PracticePublished 1 July 2012Open access
Loredana Di Pietro, Eleonora Pantano
Citations97
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TL;DR
This research moves beyond social networks usage to factors related to the Facebook-mediated marketing communications, by providing significant data on the weight of this channel for the development of new direct marketing strategies.
Abstract
Social networks are becoming an efficient tool for IT-based business, by providing several services for both consumers and marketers. The aim of this paper is to investigate to what extend social networks, as Facebook, influence consumer's purchasing decision through a quantitative analysis, which integrates a revised technology acceptance model. The findings confirm that enjoyment is a key determinant of social networks usage as tool for supporting the purchasing decision. This research moves beyond social networks usage to factors related to the Facebook-mediated marketing communications, by providing significant data on the weight of this channel for the development of new direct marketing strategies.
Keywords
Social SciencesDecision Sciences
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