International Journal of Marketing and Human Resource Research
Vol. 3 No. 3 (2022)

Impact of Social Media on Consumer Buying Pattern

Anupama Sundar D. (Associate Professor)

Article Info

Publish Date
30 Dec 2022

Abstract

This study examines consumer-generated advertising (CGA) impacts on consumer attitudes, and behaviors for interacting with social media features and passing along electronic word-of-mouth. Participants viewed a video advertisement on YouTube, framed as either a consumer-generated or firm-generated advertisement, to determine effects of source credibility with different levels of product involvement. Need for cognition (NFC) also was examined. Analysis revealed consumers as source significantly enhanced advertising attitudes and interactivity behaviors             

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Journal Info
International Journal of Marketing and Human Resource Research
Website

Abbrev

ijmhrr

Publisher

Training & Research Institute Jeramba Ilmu Sukses

Subject

Economics, Econometrics & Finance Social Sciences

Description

International Journal of Marketing & Human Resource Research (IJMHRR) is a peer-reviewed and international marketing and human resource journal. The journal covers topics in the areas of human resource management, marketing, organizational behaviour, pricing, digital marketing, social marketing, ...