Influence of social media on purchasing behavior of young adults

master's thesis

• Author: Karlo Knežević
• Mentor: Nikola Vlahović (mentor); MBZ: 257505
• Committee member: Ivan Strugar (predsjednik povjerenstva)
• Committee member: Mario Spremić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2019-09-23, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Purpose of this paper is to investigate the effectiveness of social network marketing from the consumer’s perspective. With the increased interactions of young people with online environments and social media, it is important to understand how young people’s consumption patterns and behavior may be affected. This paper main goal is to examine the influence of popular social media marketing on purchasing behavior of young adults (ages 18-35) and the current state of social media as a marketing platform for products to reach consumers. The goal of this paper is to find out how much influence social media marketing have over purchasing decision of young adults. Additional goals of this paper will be to also analyze the amount of usage social media among young adults and influence of famous people using social media on their purchasing behavior. Third additional goal of this paper is also to analyze how often and for which other purposes do young adults use social media. The methodology that this paper will use as the basis for its research is the results of a survey that will be conducted among young adults.

• Keywords: social media; purchasing; young adults
• Language: english
• URN:NBN: urn:nbn:hr:148:694854
• Study programme: Title: Business economics-managerial informatics; specializations in: Managerial informatics; Course: Managerial informatics; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra ekonomnije (magistar/magistra ekonomnije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2019-09-23 10:42:40