Digital and Social Media In the Purchase Decision Process

Todd Powers · Dorothy Advincula · Manila S. Austin · Stacy Graiko · Jasper Snyder

202 citations0/0 files storedJournal of Advertising Research

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Digital Marketing and Social Media Marketing and Advertising Strategies Consumer Behavior and Marketing Influence

Abstract

ABSTRACT This study is an excerpt from a larger work that explores changes in the purchase process for consumer goods (automobiles, electronics, and groceries) brought about by digital and social media. Commissioned by the Advertising Research Foundation; conducted by Communispace, comScore, Converseon, and Firefly Millward Brown; sponsored by General Motors, Google, Kraft, Motorola, and Young & Rubicam; and with guidance from Duke University9s Fuqua School of Business, the qualitative, quantitative, and social-listening research was conducted in 2011. Findings indicate that digital and social media have empowered consumers and that brands have an important role in facilitating conversations among consumers and themselves, openly sharing the values that will help consumers connect with them and with one another.

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2017Social media in marketing: A review and analysis of the existing literature 2015Social media marketing and advertising 2015Facebook advertising’s influence on intention-to-purchase and purchase amongst Millennials 2016From Online Motivations to Ad Clicks and to Behavioral Intentions: An Empirical Study of Consumer Response to Social Media Advertising 2019In pursuit of an effective B2B digital marketing strategy in an emerging market 2021Understanding consumer engagement in social media: The role of product lifecycle 2013The Influence of Social Media Investment on Relational Outcomes: A Relationship Marketing Perspective 2018Don't Just “Like” Me, Promote Me: How Attachment and Attitude Influence Brand Related Behaviors on Social Media

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