AbstractThis study investigates the impact of social media on the purchasing process of consumers. The influence of personal characteristics and product / store factors related to the usage of different types of social media are investigated with the help of an existing consumer behavior model. This study shows how much social media is used by what kind of consumers and what the impact of those social media is.
|Date of Award||30 Jun 2013|
|Supervisor||Aloys W.J. Borgers (Supervisor 1), Pauline E.W. van den Berg (Supervisor 2) & I.I. Janssen (Supervisor 2)|