CISTI'2014 - 9ª Conferencia Ibérica de Sistemas y Tecnologías de Información

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Social Media engagement as an e-commerce driver, a consumer behavior perspective

This study explores the relationship between Social Media engagement and the activation of the consumer’s purchase process. Following a consumer behavior perspective we study how the new communication paradigm of the Web 2.0 has change the first stage of the e-commerce purchase process, the problem recognition. We use the case of a smartphone purchase, to explore how differences in Social Media (Facebook) engagement would help describe existent differences between the consumer’s triggers for problem recognition. The results suggest that there’s a relationship between the level of engagement and the consumer’s state that influences the activation of the problem recognition. Implications for e-commerce and social media managers are discussed.

Author(s):

Sergio Martín Frutos    
La Salle - Ramon Llull University
Spain

Ferran Giones    
La Salle - Ramon Llull University
Spain

Francesc Miralles    
La Salle - Ramon Llull University
Spain

 

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