Social Media Influence on Consumer Behaviour
A special issue of Sustainability (ISSN 2071-1050). This special issue belongs to the section "Sustainability in Geographic Science".
Deadline for manuscript submissions: closed (31 December 2020) | Viewed by 194665
Special Issue Editors
2. ICADE Business School, Pontifical Comillas University, 28015 Madrid, Spain
Interests: enterpreneurship; innovation; cooperation; performance; brand equity
Special Issues, Collections and Topics in MDPI journals
Interests: teaching and learning; business management; critical thinking; cooperative Learning; SMEs; business administration; service innovation; social learning; virtual learning environments
Special Issue Information
Dear Colleagues,
Since the end of the last decade, companies have shown great interest in knowing how consumers make social media; however, there are few works that analyze how they can influence consumer behavior (Voramontri and Klieb, 2018).
The few works carried out in this field of modeling consumer behavior follow the EBM model (Teo and Yeong et al., 1990). In this way, interest has focused on how the use of social networks influences the way in which the consumer develops each of the five stages into which his behavior is divided: need recognition, information search, alternative evaluation, purchase decision, and post-purchase evaluation.
However, the use of social networks has opened a new scenario in terms of the relationships that different agents can establish in the market. Moreover, social networks offer a world beyond globalization, immediacy, and interconnection; thanks to the use of the internet as a platform, social networks create an environment in which new actors, roles, behaviors, and relationship models appear (Rapps et al., 2013).
Thus, social media becomes the consumer—the undisputed protagonist in all the stages that make up the consumer’s "journey" (Carlson et al., 2018). Social media empowers him by allowing him to generate content capable of not only influencing the behavior of other agents, but also affecting the reputation of companies. Social media promotes and encourages new behaviors that are based on sharing and "recycling"—seeking sustainability of the system or participating actively in business processes through co-creation activities in an omnichannel context.
The main aim of this Special Issue is to deepen our understanding of the changes that the use of social media has brought about both with respect to the consumer and to organizations and companies. We welcome scientific papers that cover (but are not limited to) the following topics:
- Social media as a relationship and sales channel: brand communities, social selling, etc.;
- The empowerment of the client through social networks;
- Social media and responsible consumption;
- Social media marketing strategies;
- Economic impact of social media on results, financing, etc.
References
Carlson, J., Rahman, M., Voola, R., & De Vries, N. (2018). Customer engagement behaviours in social media: capturing innovation opportunities. Journal of Services Marketing, 32(1), 83-94.
Rapp, A., Beitelspacher, L. S., Grewal, D., & Hughes, D. E. (2013). Understanding social media effects across seller, retailer, and consumer interactions. Journal of the Academy of Marketing Science, 41(5), 547-566.
Teo, T. S., & Yeong, Y. D. (2003). Assessing the consumer decision process in the digital marketplace. Omega, 31(5), 349-363.
Voramontri, D., & Klieb, L. (2018). Impact of social media on consumer behaviour. International Journal of Information and Decision Sciences, 462, 1-24.
Dr. Ana Isabel Jiménez Zarco
Dr. Inés González-González
Guest Editor
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Keywords
- social media
- company–consumer relationship
- customer journey
- responsible consumption
- sharing economy
- social selling
- brand communities
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