Customers' perspectives on marketing mix elements in social media-based purchases

Bình Nghiêm-Phú

International Journal of Internet Marketing and Advertising, 2022, vol. 16, issue 1/2, 81-97

Abstract: Much research has examined customers' perspectives on information tools, in particular, and the marketing mix elements, in general. However, several theoretical gaps can still be observed. In this study, the roles that social media-based information inputs have with customers' perceptions of trust in sellers (people), product, price, distribution method (place), purchase process (process), and their intentions were examined. Using data gathered from university students in Vietnam, this study found that textual descriptions and pictures created by sellers had some significant impacts on customers' perceptions of trust in sellers and the purchase process. In addition, pictures and hashtags contributed by buyers had some significant influences on customers' evaluations of price and the purchase process. Implications for marketing theory and practice were discussed, together with the limitations of this study and the directions for future research.

Keywords: social networking; organic information; induced information; online shopping; structural equation modelling. (search for similar items in EconPapers)
Date: 2022
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.inderscience.com/link.php?id=120967 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ids:ijimad:v:16:y:2022:i:1/2:p:81-97

Access Statistics for this article

More articles in International Journal of Internet Marketing and Advertising from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().