Influence of social media and online reviews on university students' purchasing decisions. (15th February 2022)

• Record Type: Journal Article
• Authors: Torabi, Mostafa; Bélanger, Charles H.
• Is Part Of: International journal of internet marketing and advertising. Volume 16:Number 1/2(2022)
• Page Start: 98
• Page End: 119
• Publication Date: 2022-02-15
• Subjects: social media -- electronic word-of-mouth -- e-WOM -- online reviews -- information adoption -- risk -- consumer purchasing decisions; Internet marketing -- Periodicals; Internet advertising -- Periodicals; 658.872
• Languages: English
• ISSNs: 1477-5212

Abstract

The main purpose of this study is to investigate and gauge the influence of rating websites and social media on consumers' purchasing behaviour and their choices. The present research considers a comparison between choosing a university and a restaurant by consumers based on using social media and online reviews. The study develops a multidimensional model to recognise the influence of online rating websites and social medial on consumer purchasing decisions. Results reveal that information adoption and risk-taking are important factors towards consumer purchasing decisions. However, there is no significant relationship between demographic traits and consumer purchasing decisions based on the proposed model and findings. Moreover, the study confirms that long-term benefits outweigh the expediency of a decision when respondents were reviewing websites.