The Impact of Social Media on Customer Buying Behaviour

• DOI: 10.37134/jcit.vol12.2.3.2022
• Publication Date: 2024-03-16T07:21:50Z
• Authors: Heng Yang; Wai-Yan Wong
• Keywords: Word of mouth

With the development of globalization and increasingly fierce competition in world market, most companies are seeking new business opportunities on a global scale. The information technology promotes use social media. increase large number online users makes media an emerging purchase channel. For companies, how to advantages attract consumers buy company's products services has become one important challenges. In this light, research aims determine factors that influence behaviour This article studies four basic elements, namely brand awareness, word mouth, advertising influencers. By using multiple regression analysis method analyse 123 questionnaires, survey results show influencers have significant relationship with consumers' buying behaviours. can help develop strategies willingness buy.