Impact of Social Media Characteristics on Consumer Buying Decision Process in Western Province, Sri Lanka

Impact of Social Media Characteristics on Consumer Buying Decision Process in Western Province, Sri Lanka

W.H.Thejani Madhuhansi

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University of Colombo

Impact of Social Media Characteristics on Consumer Buying Decision Process in Western Province, Sri Lanka

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Abstract

The study intends to investigate how social media characteristics impact on each stage of the consumer buying decision process in the Sri Lankan context. For the study, a quantitative research method was used, and a sample of 147 respondents was selected by snowball sampling method. Primary data was used for achieving research objectives and selfadministered, structured questionnaires were used for the data collection. The research reveals that social media characteristics influence on all the stages of consumer buying decision process while the biggest impacts are on post-purchase stage, information stage and evaluation stage respectively. The research explains the role of social media as a current trend, impact of social media on consumer buying decision process and implication for marketers.

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Funding

No external funding was declared for this work.

Conflict of Interest

The authors declare no conflict of interest.

Ethical Approval

No ethics committee approval was required for this article type.

Data Availability

Not applicable for this article.

How to Cite This Article

W.H.Thejani Madhuhansi. 2019. \u201cImpact of Social Media Characteristics on Consumer Buying Decision Process in Western Province, Sri Lanka\u201d. Global Journal of Management and Business Research - E: Marketing GJMBR-E Volume 19 (GJMBR Volume 19 Issue E2).

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GJMBR Volume 19 Issue E2

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Journal Specifications

Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

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Classification

GJMBR-E Classification JEL Code: M30

M37

M39

Submission ReceivedDecember 14, 2018
Peer Review Double Blind
Handling Editor
Accepted January 2, 2019
Published January 15, 2019

Version of record

v1.2

Issue date

March 27, 2019

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Article Matrices

Total Score: 101

Country: Sri Lanka

Subject: Global Journal of Management and Business Research - E: Marketing

Authors: W.H.Thejani Madhuhansi (PhD/Dr. count: 0)

View Count (all-time): 217

Total Views (Real + Logic): 2946

Total Downloads (simulated): 1480

Publish Date: 2019 03, Wed

Monthly Totals (Real + Logic):

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Total Views: 2946

Total Downloads: 1480

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