PATĒRĒTĀJU UZVEDĪBA: SOCIĀLO TĪKLU IETEKME PIRKŠANAS LĒMUMA PIEŅEMŠANAS PROCESĀ

In the 21st century a number of significant changes in consumer buying behaviour have taken place. In the context of this study, the author looks into how social networks have changed the way consumers make purchasing decisions. The goal of the research is to analyse the impact of social networks on...

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Bibliographic Details
Published inTuriba University. International Scientific Conference pp. 264 - 272
Main Author Sperlina, Annemari
Format Conference Proceeding
LanguageLatvian
Published Riga Turiba University 01.04.2018
Subjects
Consumer behavior
Consumers
Decision making
Impact analysis
Influencer marketing
Social networks
Studies
Latvia
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Summary:In the 21st century a number of significant changes in consumer buying behaviour have taken place. In the context of this study, the author looks into how social networks have changed the way consumers make purchasing decisions. The goal of the research is to analyse the impact of social networks on consumer behaviour in purchase decision making process in Latvia. Within the framework of the empirical research, the author used a survey to find out consumers' views on the impact of social networks in their process of purchase decision. The study concludes that social media networks play an important role in the decision-making process - 64.4 % of respondents admitted that information on social media have changed their view of the brand or product and 44.1 % have considered to purchase the product on the impact of information in social media or 45.8 % make further research about the product. The views and opinions of friends, family and colleagues on social networks rank first on the scale of importance in purchase decisions. The second place in the consideration of purchases is social media communication from brands side and in the third place - advertising on Facebook.