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    A Study of The Impact of Social Media On Consumers: M. Nick Hajli

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    Aizaz Ali
    This document summarizes a study on the impact of social media on consumer behavior. The study examines how social media influences consumer trust in e-commerce and their intention to purchase products online. It finds that social interactions on social networking sites help build trust among users. The research also finds that social media increases perceived usefulness of online shopping and that both trust and perceived usefulness positively impact consumers' intention to buy. The study concludes that social media plays a key role in establishing trust and encouraging online purchases.

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    A Study of The Impact of Social Media On Consumers: M. Nick Hajli

    Uploaded by

    Aizaz Ali
    65 views28 pages
    This document summarizes a study on the impact of social media on consumer behavior. The study examines how social media influences consumer trust in e-commerce and their intention to purchase products online. It finds that social interactions on social networking sites help build trust among users. The research also finds that social media increases perceived usefulness of online shopping and that both trust and perceived usefulness positively impact consumers' intention to buy. The study concludes that social media plays a key role in establishing trust and encouraging online purchases.

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    This document summarizes a study on the impact of social media on consumer behavior. The study examines how social media influences consumer trust in e-commerce and their intention to purchase products online. It finds that social interactions on social networking sites help build trust among users. The research also finds that social media increases perceived usefulness of online shopping and that both trust and perceived usefulness positively impact consumers' intention to buy. The study concludes that social media plays a key role in establishing trust and encouraging online purchases.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    65 views28 pages

    A Study of The Impact of Social Media On Consumers: M. Nick Hajli

    Uploaded by

    Aizaz Ali
    This document summarizes a study on the impact of social media on consumer behavior. The study examines how social media influences consumer trust in e-commerce and their intention to purchase products online. It finds that social interactions on social networking sites help build trust among users. The research also finds that social media increases perceived usefulness of online shopping and that both trust and perceived usefulness positively impact consumers' intention to buy. The study concludes that social media plays a key role in establishing trust and encouraging online purchases.

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    © All Rights Reserved
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    of 28

    A STUDY OF THE IMPACT OF SOCIAL MEDIA ON CONSUMERS

    M. NICK HAJLI
    BIRKBECK, UNIVERSITY OF LONDON
     17460920-073 Muhammad Aizaz Ali
     17460920-118 Aqib Adnan
    PRESENTED  17460920-145 Umar Farooq
    BY
     17460920-007 Waqas Sarwar
     17460920-031 Ghulam Hussain
    CONTENTS

    Literature Research Model


    Introduction
    Review & Hypotheses

    Research Discussion &


    Results
    Methodology Conclusions
    INTRODUCTION

     Gruzd et al. 2011


     Availability of the internet has given individuals the opportunity to use social media and to
    interact without the need for physical meetings.
     Chen et al. 2011a
     Individuals can easily share and access information.
    INTRODUCTION CONT...

     Lu & Hsiao 2010


     Online communities and social networking sites (SNSs) are an effective web technology
    for social interactions and sharing information.
     Fue et al. 2009; Mueller et al. 2011
     SNSs take center-stage in e-commerce in the current environment where consumers make
    social connections and participate in cyberspace
    INTRODUCTION CONT...

     de Vries, Gensler & Leeflang 2012


     Social media offer different values to firms
     This paper focuses on examining the role of social factors on trust, which can
    influence an individual’s intention to buy.
    OBJECTIVES

    01 02 03 04
    How social Relationship Relationship Direct and
    media can between trust and between trust and indirect influence
    influence trust in intention to buy perceived of social media
    e-commerce usefulness (PU) on trust and
    intention to buy
    QUESTIONS

    Do social media in social Do PU and trust affect the Which factors are more
    networking sites affect the user’s intention to buy? important in determining the
    user’s trust? user’s intention to buy?
    LITERATURE REVIEW

     Social media provide opportunities for businesses to become more attractive


    universally (Chen et al. 2011b)
    LITERATURE REVIEW CONT...

     Perceived usefulness
     ‘The degree to which a person believes that using a particular system would enhance his or
    her job performance’ (Davis 1989).
    LITERATURE REVIEW CONT...

     Trust
     Trust is a cornerstone in developing e-commerce. Benevolence and credibility are the two
    main dimensions of trust (Ba & Pavlou 2002) upon which this research is based.
    LITERATURE REVIEW CONT...

     The use of social media platforms to generate social support


     Individuals apply different social media tools, such as online forums and
    communities, recommendations, ratings and reviews, to interact with other users
    online .
    THE RESEARCH MODEL
    EFFECT OF SOCIAL MEDIA

     In SNSs, the social interaction of consumers helps


    their peers to develop or reject trust in a provider.
    EFFECT OF TRUST

     Trust in transaction and enhances intention to buy.


    (Lu et al. 2010)
     The relationship between trust and perceived
    usefulness is also positive.
    EFFECT OF PERCEIVED USEFULNESS

     The user’s perceived value of online connection has a significant positive effect on
    their willingness to pay other members of SNSs (Han & Windsor 2011).
    RESEARCH METHODOLOGY

    INSTRUMENT
    DATA RESEARCH
    DEVELOPMEN
    COLLECTION METHOD
    T
    DISCUSSIONS ABOUT THE STUDY

     Recent advances on the internet and the development of social media have facilitated
    the interconnectivity of consumers.
     Now a days there is a heavy interactions between peoples through social media such
    as online forums, communities, reviews and recommendations.
     These interactions Provide different values for both business and consumers.
     Social media increase the level of trust in consumers and they indirectly encourage
    them to buy through social networking sites.
    CONCLUSION OF THE STUDY

     Through this study we conclude that:


     Social media empower participants to generate content through online communities,
    reviews and recommendations. Consumers, facilitated by social media generate online
    support for their peers. Consequently these interactions establish tryst in the network used.
     The results show that trust encouraged by social media significantly affect intention to buy.
    CONCLUSION OF THE STUDY CONT...

     When participants experience high level of system quality and information quality,
    they are more likely to buy through social networking sites.
     This research highlights the importance and rile of social media and its influence on
    tryst building in e-commerce.
    IMPLICATIONS OF THIS RESEARCH

     The theoretical implication of this research in integrating a technology acceptance


    model, a popular theory in information system.
     This model is one that can be used as a new concept in e-commerce and social
    commerce studio.
     The results highlight the relevance of theory from information system and marketing
    discipline to social media studies.
    IMPLICATIONS OF THIS RESEARCH CONT...

     This research also provide some implications for managers.


     This research has shown the key rile of tryst in e-commerce and social commerce.
     Building and maintaining trust through social media for online vendors is the main
    managerial implication of this study
    LIMITATIONS

     Networking on social media sites supports trust-building mechanisms in e-commerce


    and social commerce adoptions.
     E-vendors may encourage consumers to come online and use social media to develop
    trust.
     This is value co-creation with customer instead of value creation for customers.
    FUTURE RESEARCH DIRECTIONS

     Further studies could focus on a specific social networking sites and the gathering of
    data through their members.
     Future Research should take further steps to:
     to examine the role of social media on intention to buy.
     perceived usefulness
     and to identify their effect on the model
    REFERENCES

     Agnihotri, R., Kothandaraman, P., Kashyap, R. & Singh, R. (2012) Bringing ‘social’ into sales: the
    impact of salespeople’s social media use on service behaviors and value creation. Journal of Personal
    Selling & Sales Management, 32, 3, pp . 333–348 .
     Ba, S. & Pavlou, P.A. (2002) Evidence of the effect of trust building technology in electronic markets:
    price premiums and buyer behavior. MIS Quarterly, 26, 3, pp. 243–268.
     Chen, J., Xu, H. & Whinston, A.B. (2011a) Moderated online communities and quality of user-
    generated content. Journal of Management Information Systems, 28, 2, pp. 237–268.
     Chen, Y., Fay, S. & Wang, Q. (2011b) The role of marketing in social media: how online consumer
    reviews evolve. Journal of Interactive Marketing, 25, 2, pp. 85–94.
    REFERENCES CONT...

     Davis, F.D. (1989) Perceived usefulness, perceived ease of use, and user acceptance of information
    technology. MIS Quarterly, 13, 3, pp. 319–340.
     de Vries, L., Gensler, S. & Leeflang, P.S.H. (2012) Popularity of brand posts on brand fan pages: an
    investigation of the effects of social media marketing. Journal of Interactive Marketing, 26, 2, pp. 83–
    91.
     Fue, Z., Li, H. & Wenyu, D. (2009) Social factors in user perceptions and responses to advertising in
    online social networking communities. Journal of Interactive Advertising, 10, 1, pp. 1–13.
     Gruzd, A., Wellman, B. & Takhteyev, Y. (2011) Imagining Twitter as an imagined community.
    American Behavioral Scientist, 55, 10, pp. 1294–1318.
    REFERENCES CONT...

     Han, B.O. & Windsor, J. (2011) Users’ willingness to pay on social network sites. Journal of Computer
    Information Systems, 51, 4, pp. 31–40.
     Lu, H.-P. & Hsiao, K.-L. (2010) The influence of extro/introversion on the intention to pay for social
    networking sites. Information & Management, 47, 3, pp. 150–157.
     Lu, Y., Zhao, L. & Wang, B. (2010) From virtual community members to c2c e-commerce buyers: trust
    in virtual communities and its effect on consumers’ purchase intention. Electronic Commerce Research
    & Applications, 9, 4, pp. 346–360.
     Mueller, J., Hutter, K., Fueller, J. & Matzler, K. (2011) Virtual worlds as knowledge management
    platform – a practice-perspective. Information Systems Journal, 21, 6, pp. 479–501.
    THANK YOU!

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