An Empirical Investigation to Understand the Impact of Social Media on Consumer Behavior Using Multiple Regression Analysis

  • Abstract
  • Keywords
  • References
  • PDF
  • Abstract

    Technology gives consumer the platform to investigate products to label them and criticize them in equal measure, and more. Therefore at present many companies have pages on social networks to share and create visibility about products, held by the feedback of consumers about products and tend to relate more to a company after going through various comments and reviews. Most studies show that the internet and social media usage is changing consumer behavioral pattern and also witnessed in developing countries such as India. In recent years, the online environment is viewed by users from a commercial perspective. Its development and the emergence of online stores have turned users into prospective consumers. Also the most important role of social media has changed the way of how consumers and marketers communicate with each other. Informational society influence affects the consumer decision processes and product evaluations. Social media provides a new channel to acquire product information through peer communication. This research will offer an overview on how the consumers use social media in the stages of decision making process and the psychographic variables that influence their behavior. The implication of these findings suggests about the segment in which, the insurance business in India should focus their market research and marketing strategy.


  • Keywords

    Consumer behaviour, Social media, Regression analysis

  • References

      [1] Hanna, R., Rohm, A. & Crittenden, V., (2011). We’re all connected: The power of the social media ecosystem, Business Horizons, 54, 265-273.

      [2] Hennig-Thurau T., Gwinner K., Walsh G. & Gremler D., (2014). Electronic Word-of-Mouth Via Consumer Opinion Platforms: What Motivates Consumers to Articulate Themselves on the Internet?, Journal of Interactive Marketing, 18, 38–52.

      [3] Ioanas, E., (2012). Price fairness perception on Asiatic markets, International Conference on Social Responsibility, Ethics and Sustainable Business – ICSR, 1, ISSN: 2285-7222, Bucharest.

      [4] Jones, L. and Somekh B., (2014). Observation in Cathy Lewin (eds), Research Methods in the Social Sciences (139-143). Londra: Sage Publications.

      [5] Kaplan A. and Haenlein M., (2010). Users of the world unite! The challenges and opportunities of social media, Business Horisons, 53, 59-68.

      [6] Kartajaya, H., Setiawan, I., & Kotler, Philip, (2010), Marketing 3.0, Publica Publishing.

      [7] Kozinets, R.V., Valck K., Wojnicki A.C., & Wilner S. J.S., (2015). Networked Narratives: Understanding Wordof-Mouth Marketing in Online Communities, Journal of Marketing, 74(2), 71–89.

      [8] Mersey R., Davis, Malthouse E. & Calder B., (2013). Engagement with Media, Journal of Media Business Studies, 7(2), 39 -56.

      [9] Moise D., (2011). Marketing strategies – strategic context specific to communication in events marketing, Romanian Journal of Marketing, Ed. Rosetti Educational, 1, 26.

      [10] Stoica, I., (2011). Specific tools in online marketing research, Revista Economică, indexed BDI: RePEc, Ulrich`s Periodicals Directory, DOAJ - Directory of Open Access Journals, Code NURC 478, ISSN: 1582-6260, Sibiu, 305-311.

      [11] Search engine marketing group, (2015), How social media influences consumer behavior,




Article ID: 17912
DOI: 10.14419/ijet.v7i2.33.17912

Copyright © 2012-2015 Science Publishing Corporation Inc. All rights reserved.