How the role of social media affected young age consumer behavior, especially due to COVID-19
Vu, Khanh (2022)
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202302102256
https://urn.fi/URN:NBN:fi:amk-202302102256
Tiivistelmä
Over the past few years, the internet has changed drastically. Social media has become an effective tool for businesses and consumers to connect and change the concept of traditional shopping. Nowadays, the internet not only shapes consumers’ points of view but also empowers them in internet marketing, contributing to significant changes in consumer behavior and decision-making over the years.
This thesis aims to analyze how social media has changed consumer perceptions and behaviors and how the pandemic has affected how consumers perceive brands and purchase goods. Social media commerce encourages building relationships between customers and businesses and leads them from inspiration with the products or services to checkout. The researcher will study each social media platform and analyze how it affects e-commerce consumers and helps businesses interact and raise brand awareness. This study will also examine the buying behavior of the young generation towards online shopping and how it changed due to the pandemic since consumers’ priorities and needs have changed due to the circumstances.
Data was primarily gathered through an online-survey questionnaire taken by young-age social media users who lived in Finland before the pandemic outbreak. The research findings confirmed that social media has significantly impacted young consumer behavior and preferences. And the pandemic has shifted consumer purchase habits from offline to online shopping and changed their needs and priorities in online purchasing.
This thesis aims to analyze how social media has changed consumer perceptions and behaviors and how the pandemic has affected how consumers perceive brands and purchase goods. Social media commerce encourages building relationships between customers and businesses and leads them from inspiration with the products or services to checkout. The researcher will study each social media platform and analyze how it affects e-commerce consumers and helps businesses interact and raise brand awareness. This study will also examine the buying behavior of the young generation towards online shopping and how it changed due to the pandemic since consumers’ priorities and needs have changed due to the circumstances.
Data was primarily gathered through an online-survey questionnaire taken by young-age social media users who lived in Finland before the pandemic outbreak. The research findings confirmed that social media has significantly impacted young consumer behavior and preferences. And the pandemic has shifted consumer purchase habits from offline to online shopping and changed their needs and priorities in online purchasing.