The Use of Social Media and Its Impact on Shopping Behavior of Slovak and Italian Consumers during COVID-19 Pandemic

Viktória Ali Taha, Tonino Pencarelli, Veronika Škerháková, Richard Fedorko and Martina Košíková
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Viktória Ali Taha: Faculty of Management, University of Prešov, 08001 Prešov, Slovakia
Tonino Pencarelli: Faculty of Economics, University Urbino Carlo Bo, 61029 Urbino, Italy
Veronika Škerháková: Faculty of Management, University of Prešov, 08001 Prešov, Slovakia
Richard Fedorko: Faculty of Management, University of Prešov, 08001 Prešov, Slovakia
Martina Košíková: Faculty of Management, University of Prešov, 08001 Prešov, Slovakia

Sustainability, 2021, vol. 13, issue 4, 1-19

Abstract: The coronavirus crisis hit the world and affected all aspects of our lives, including consumers’ habits, preferences, and shopping behaviors. The survey, which involved 937 respondents from two countries, examined how the pandemic affected shopping behavior and consumer preferences in Italy and Slovakia. This paper aims to explore the impact of social media on consumer behavior, more specifically, it examines the influence of social media on the preference of specific e-shops during the first wave of the COVID-19 pandemic. Spearman’s rank correlation coefficient was used to determine a statistically significant relationship between the variables and the Mann–Whitney U test and the Kruskal–Wallis H test to assess the significance of differences between respondents in terms of demographic characteristics (residence, age, and gender). The results revealed the existence of statistically significant differences in the use of social media during the first wave of the COVID-19 pandemic in terms of various demographic factors as well as a relatively weak relationship between the social media used and the purchase in the e-shop promoted on the social media.

Keywords: consumer behavior; social media; COVID-19 pandemic and online shopping (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (18)

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