Social Media Usage and Shopping Preferences: an Empirical Investigation Article Swipe
Related Concepts
Social media
Business
Social media marketing
Advertising
Marketing
Focus (optics)
Social network (sociolinguistics)
Brick and mortar
Survey data collection
Digital marketing
Computer science
The Internet
World Wide Web
Statistics
Mathematics
Physics
Optics
Joseph Vithayathil
,
Majid Dadgar
,
John K. Osiri
·
YOU?
·
· 2017
· Open Access
·
· DOI: https://doi.org/10.24251/hicss.2017.499
· OA: W2595693660
YOU?
·
· 2017
· Open Access
·
· DOI: https://doi.org/10.24251/hicss.2017.499
· OA: W2595693660
We empirically explore the associations between social media usage at home and shopping preferences using survey data. We focus on popular retail firms including brick-and-mortar firms such as Walmart, Target, Nordstrom, and Best Buy, and online retailers, such as Amazon, Walmart, Target, and Best Buy. Social media usage of popular platforms such as Facebook, Twitter, LinkedIn, and Skype are analyzed. We draw on Media Richness Theory (MRT) and Strength of Weak Ties from Social Network Analysis (SNA) and related theories to explain our results. Our results have important implications for social marketing campaigns and social media policies for consumer retail firms.
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