Review article

ATTITUDES OF CONSUMERS ON THE INFLUENCE OF SOCIAL NETWORKS ON PURCHASING DECISION MAKING PROCESS

Lucija Tomašek ; Faculty of Organization and Informatics, University of Zagreb, Varaždin, Croatia
Iva Gregurec orcid.org/0000-0002-2429-0335 ; Faculty of Organization and Informatics, University of Zagreb, Varaždin, Croatia

Abstract

Nowadays, the development of technology is obviously changing the lifestyle of individuals. Therefore, companies must adapt to these changes if they want to be with their customers and keep them. Social networks are the ones that have a great impact on consumers and their behavior when making a purchase decision. Therefore, companies need to adopt the right strategy to conduct a marketing campaign through social networks in order for their business to be successful. This paper presents the theoretical framework of the influence of social networks on consumer purchasing decision-making process and the results of the conducted research to see what the impact of social networks on purchase decision really is on Croatian market.

Keywords

marketing activities; digital marketing; social networks; consumer behavior; purchase decision

Hrčak ID:

275583

URI

https://hrcak.srce.hr/275583

Publication date:

15.3.2022.

Article data in other languages: croatian

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