The Impact of social media platforms on consumer purchasing behavior in online shopping

Document Type : Short communication

Author

1Department of Management, Faculty of Management, Economics and Business Technology, Egyptian Russian University, Badr City, Cairo-Suez Road, 11829, Cairo, Egypt.

Abstract

This research aims to investigate the impact of social media channels on consumer behavior. This research is quantitative and qualitative; the data is collected by conducting a survey and interview. Primary data is collected by questionnaires distributed to social media users and interviews with social media page owners conducting their business on the following platforms (Facebook, Instagram, WhatsApp, and Telegram). A questionnaire was distributed to measure the variables of social media channels (SMC) and consumer Behavior (CB) from the consumer's perspectives. The data helps to understand platform users' interactions with social media. This is the first research to experimentally analyze the concept of social media channels and consumer behavior on a social media platform using the impacts of customization, content, and entertainment; also, a close relationship between social media channels and consumers allows them to transfer their trust in the former to the suggested items. Future research should focus on other platforms such as TikTok, which has high user traffic, and consumer behavior that is affected by different needs and priorities.

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ERU Research Journal
Volume 3, Issue 3
July 2024
Pages 1423-1430

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