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Social Media Made Me Buy It: The Impact of Social Media on Consumer Purchasing Behavior and on the Purchase Decision-Making Process

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Innovations in Smart Cities Applications Edition 3 (SCA 2019)

Abstract

Social media has changed everything around us, with just one click of a button, any of us can share their opinions and reviews with a lot of people who can share them in their turn with plenty of others. Hence, the click of the button has become more of a political, economical and social power that can raise millions for charity, tear down companies and brands and even make presidents. The purpose of this paper is to research empirically, the impact of social media on the purchasing behavior of consumers, and especially on how the feedbacks and reviews influence each of the stages of the consumer decision making process, a sample of 828 randomly selected, Moroccan social media users, was investigated through a survey. The results show that consumers’ purchasing decision is highly influenced by social media networks. According to the results, the influence of social media on information and evaluation of alternatives stages is higher than the rest of the stages of the purchase decision making process. Finally, almost most of the survey respondents (85,4%) believe that social media has an impact on our purchasing behavior.

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Author information

Authors and Affiliations

  1. Economic Science, ENCG Fez, Fes, Morocco

    Bedraoui Oumayma

Authors
  1. Bedraoui Oumayma
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Corresponding author

Correspondence to Bedraoui Oumayma .

Editor information

Editors and Affiliations

  1. Faculty of Sciences and Techniques of Tangier, Mediterranean Association of Sciences and Technologies, Tangier, Morocco

    Mohamed Ben Ahmed

  2. Faculty of Sciences and Techniques of Tangier, Abdelmalek Essaadi University, Tangier, Morocco

    Anouar Abdelhakim Boudhir

  3. Polytechnic Institute of Castelo Branco, Castelo Branco, Portugal

    Domingos Santos

  4. Hassania School of Public Works, Casablanca, Morocco

    Mohamed El Aroussi

  5. Computer Engineering Department, Faculty of Engineering, Karabuk University, Karabük, Turkey

    İsmail Rakıp Karas

Appendix

Appendix

(See Figs. 2, 3, 4, 5, 6, 7, 8, 9, 10, 11 and 12).

Fig. 2.
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Social media websites that users use the most

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Fig. 3.
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How often social media users are using websites

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Fig. 4.
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The main reason(s) of using social media

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Fig. 5.
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The influence of social media on purchasing

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Fig. 6.
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Social media as a need creator

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Fig. 7.
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The influence of viral products on consumer’ purchasing

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Fig. 8.
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Classification of social media site from most influencing to least.

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Fig. 9.
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Consumers’ feedbacks on products in social media sites.

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Fig. 10.
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Content characteristics that influence consumers’ behavior of the consumer decision.

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Fig. 11.
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Social media impact in each making process stages.

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Fig. 12.
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What social media users think about the impact of social networking?

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Oumayma, B. (2020). Social Media Made Me Buy It: The Impact of Social Media on Consumer Purchasing Behavior and on the Purchase Decision-Making Process. In: Ben Ahmed, M., Boudhir, A., Santos, D., El Aroussi, M., Karas, İ. (eds) Innovations in Smart Cities Applications Edition 3. SCA 2019. Lecture Notes in Intelligent Transportation and Infrastructure. Springer, Cham. https://doi.org/10.1007/978-3-030-37629-1_18

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  • DOI: https://doi.org/10.1007/978-3-030-37629-1_18

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-030-37628-4

  • Online ISBN: 978-3-030-37629-1

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