Intent To Purchase Products Online: Impact Of Social Media Platform Use And Friendsí Recommendations
This study investigates the relationship between social media platform usage to obtain product purchase information by prospective product purchasers and their intention to purchase products online. This study also examines the relative impact of friendsí product purchase recommendations and social media platform usage by prospective product purchasers to obtain product information on their intentions to purchase products online. This research contributes to the marketing and purchase intention literature and practice by documenting the relationships that the extent to which the sampled individuals use various social media platforms to obtain product purchase information and the impact that friendsí product recommendations have on the respondentsí intentions to purchase products online.
Keywords- New Product Purchase Intention; Social Media Platform Usage; Subjective Norms