The influence of social media on purchase decision-making by young Nigerians

Abstract

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.

Divisions: Aston Business School > Operations & Information Management
Additional Information: © 2018 The authors
Event Title: 5th European Conference on Social Media, ECSM 2018
Event Type: Other
Event Dates: 2018-06-21 - 2018-06-22
Uncontrolled Keywords: Consumer Decision-making Process,Culture,Electronic Word of Mouth,Gender,Nigeria,Social Media,Trust,Computer Networks and Communications
ISBN: 9781911218838
Full Text Link:
Related URLs: http://www.scop ... tnerID=8YFLogxK (Scopus URL)
PURE Output Type: Conference contribution
Published Date: 2019-04-01
Accepted Date: 2018-12-11
Authors: Mohammed, Khadijah
Uren, Victoria ( 0000-0002-1303-5574)

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