The Impact of Social Media Usage on Consumer Buying Behavior

Berger Paul D. (), Mathur Pooja, Black Jennifer E., Cao Jiangmei and Weinberg Bruce D.
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Berger Paul D.: Dept. of Management, Bentley University, 175 Forest St, Waltham, MA 02452, USA

Advances In Management, 2012, vol. 5, issue 1

Abstract: The use of social media is growing rapidly. For marketing professionals, social media is a new outlet that can potentially be used to help increase the interest in a product or service. In this paper, we report, analyze and interpret the results of a survey that asked several questions concerning the relationship between social media use and the overall impact social-media marketing has on purchase behavior. In addition to demographics, key questions included the membership status in several social-media sites and the frequency of visit to these sites as well as the frequency with which selected opinions were expressed during these visits. Our analysis provides preliminary statistical evidence to help evaluate the impact of social-media usage on customer purchase. This has implications for customer lifetime value (CLV) considerations, as well as related interest for advertisers deciding whether investments in social-media are cost effective and if so, which ones?

Date: 2012
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