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Social media and consumer buying behavior decision: what entrepreneurs should know?

Ramo Palalic (Department of Economics and Management, International University of Sarajevo, Sarajevo, Bosnia and Herzegovina)
Veland Ramadani (Faculty of Business and Economics, South East European University, Tetovo, North Macedonia)
Syedda Mariam Gilani (Department of Economics and Management, International University of Sarajevo, Sarajevo, Bosnia and Herzegovina)
Shqipe Gërguri-Rashiti (College of Business Administration, American University of the Middle East, Kuwait City, Kuwait)
Leo–Paul Dana (Faculty of Management, Dalhousie University, Halifax, Canada)

Management Decision

ISSN: 0025-1747

Article publication date: 19 May 2020

Issue publication date: 2 July 2021

8164

Abstract

Purpose

This paper aims to investigate the impacts of social media on the Pakistani consumers' buying behavior, which could be reflected in either complex buying, variety seeking, dissonance reducing or habitual buying. Entrepreneurs need to know how their loyal and prospective customers feel, think and how do they decide on purchasing certain products and services.

Design/methodology/approach

The self-administered online questionnaire is used to collect feedback from consumers in order to analyze the data and come up with the findings. A sample size of 396 respondents was used to analyze and find a relationship between social media and consumer buying behavior.

Findings

Social media is found to have a partially significant impact on Pakistani consumers' buying behavior; word of mouth and content credibility are the two factors that influence Pakistani consumers' buying behavior. Pakistani consumers, below the age of 40, possess more complex buying behavior, which alerts entrepreneurs to consider it for their future marketing strategies.

Practical implications

Entrepreneurs should make an effort to be differentiated from others while keeping customers aware of the products they provide. In addition, customers should not spend too much time when comparing brands; rather, businesses should make it more captive.

Originality/value

This paper provides different results in comparison to the previous studies, in terms of the factors influencing consumers' buying behavior.

Keywords

Citation

Palalic, R., Ramadani, V., Mariam Gilani, S., Gërguri-Rashiti, S. and Dana, L. (2021), "Social media and consumer buying behavior decision: what entrepreneurs should know?", Management Decision, Vol. 59 No. 6, pp. 1249-1270. https://doi.org/10.1108/MD-10-2019-1461

Publisher

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Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

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