From consumer to community : factors of influence in the purchasing decision making process
Gligorijevic, Barbara (2012) From consumer to community : factors of influence in the purchasing decision making process. In Tellioglu, Hilda & Finholt, Thomas A. (Eds.) ACM Group '12 Conference : International Conference on Supporting Group Work, Association for Computing Machinery (ACM), Sanibel Island, Florida, pp. 285-286.
The impacts of online collaboration and networking among consumers on social media (SM) websites which are featuring user generated content in a form of product reviews, ratings and recommendations (PRRR) as an emerging information source is the focus of this research. The proliferation of websites where consumers are able to post the PRRR and share them with other consumers has altered the marketing environment in which companies, marketers and advertisers operate. This cross-sectional study explored consumers’ attitudes and behaviour toward various information sources (IS), used in the information search phase of the purchasing decision-making process. The study was conducted among 300 international consumers. The results were showing that personal and public IS were far more reliable than commercial. The findings indicate that traditional marketing tools are no longer viable in the SM milieu.
Impact and interest:
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|Item Type:||Conference Paper|
|Additional Information:||This research was carried out as part of the activities of, and funded by, Smart Services Cooperative Research Centre (CRC) through the Australian Government’s CRC programme (Department of Innovation, Industry, Science and Research).|
|Keywords:||Social Media, Information Sources, User Generated Content, Product Reviews, Ratings and Recommendations, Word of Mouth|
|Divisions:||Current > QUT Faculties and Divisions > Creative Industries Faculty
Current > Schools > School of Media, Entertainment & Creative Arts
|Copyright Owner:||Copyright © 2012 by the Association for Computing Machinery, Inc. (ACM).|
|Deposited On:||01 May 2013 01:27|
|Last Modified:||12 Jun 2013 15:45|
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