The Social Customer Journey: How Social Platforms Shape Young Consumers' Buying Behaviors - A Qualitative Study of Traces and Interactions in the Digital World
(2024) FEKH29 20241Department of Business Administration
- Abstract
- Research question: How do social relationships and social interactions shape the behavior of young consumers on Social Media and Communication Apps?
Purpose: The purpose of this study is to enhance the understanding of how the Social Customer Journey influences the purchasing behavior of young consumers on Social Media and Communication Apps. Furthermore, the study aims to explore the dynamics of the Social Customer Journey among young consumers on Social Media, with a particular focus on its relationship to the established AIDA-model.
Methodology: In order to answer the research question a qualitative study has been conducted with an abductive approach. The empirical material consists of semi-structured interviews as well as... (More) - Research question: How do social relationships and social interactions shape the behavior of young consumers on Social Media and Communication Apps?
Purpose: The purpose of this study is to enhance the understanding of how the Social Customer Journey influences the purchasing behavior of young consumers on Social Media and Communication Apps. Furthermore, the study aims to explore the dynamics of the Social Customer Journey among young consumers on Social Media, with a particular focus on its relationship to the established AIDA-model.
Methodology: In order to answer the research question a qualitative study has been conducted with an abductive approach. The empirical material consists of semi-structured interviews as well as observations based on Trace Ethnography.
Theoretical perspectives: The theoretical framework of the study consists of the Social Customer Journey and previous research on customer journeys and purchasing behaviors in digital environments. These theories provide the foundation for analyzing and understanding how social and digital factors shape the behaviors of young consumers.
Result: Social Media shapes young consumers' purchasing behaviors through interactions and relationships. Influencers' authenticity is crucial for inspiration, especially at the beginning of the purchasing process. Young consumers seek advice from family and friends during the buying process but usually make their own decisions. Their purchasing behavior is influenced by when and how they use Social Media. Social influence and fashion-trends can lead to impulsive purchases, and platform features and algorithms facilitate this.
Conclusions: The study concludes the multifaceted dynamics of young consumers' interactions and relationships on Social Media platforms during various phases of the Social Customer Journey, where it is evident that the digital customer journey does not follow a linear path. It demonstrates how the customer journey is shaped by varied and complex patterns woven together through continuous interactions between different platforms, interactions, and social relationships. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9164357
- author
- Andersson, Hanna LU ; Edblad, Klara LU and Erbing, Ebba LU
- supervisor
- organization
- course
- FEKH29 20241
- year
- 2024
- type
- M2 - Bachelor Degree
- subject
- keywords
- The Social Customer Journey, Trace Ethnography, Social Relations, Social Media, Communications Apps
- language
- Swedish
- id
- 9164357
- date added to LUP
- 2024-06-28 11:26:05
- date last changed
- 2024-06-28 11:26:05
@misc{9164357,
abstract = {{Research question: How do social relationships and social interactions shape the behavior of young consumers on Social Media and Communication Apps?
Purpose: The purpose of this study is to enhance the understanding of how the Social Customer Journey influences the purchasing behavior of young consumers on Social Media and Communication Apps. Furthermore, the study aims to explore the dynamics of the Social Customer Journey among young consumers on Social Media, with a particular focus on its relationship to the established AIDA-model.
Methodology: In order to answer the research question a qualitative study has been conducted with an abductive approach. The empirical material consists of semi-structured interviews as well as observations based on Trace Ethnography.
Theoretical perspectives: The theoretical framework of the study consists of the Social Customer Journey and previous research on customer journeys and purchasing behaviors in digital environments. These theories provide the foundation for analyzing and understanding how social and digital factors shape the behaviors of young consumers.
Result: Social Media shapes young consumers' purchasing behaviors through interactions and relationships. Influencers' authenticity is crucial for inspiration, especially at the beginning of the purchasing process. Young consumers seek advice from family and friends during the buying process but usually make their own decisions. Their purchasing behavior is influenced by when and how they use Social Media. Social influence and fashion-trends can lead to impulsive purchases, and platform features and algorithms facilitate this.
Conclusions: The study concludes the multifaceted dynamics of young consumers' interactions and relationships on Social Media platforms during various phases of the Social Customer Journey, where it is evident that the digital customer journey does not follow a linear path. It demonstrates how the customer journey is shaped by varied and complex patterns woven together through continuous interactions between different platforms, interactions, and social relationships.}},
author = {{Andersson, Hanna and Edblad, Klara and Erbing, Ebba}},
language = {{swe}},
note = {{Student Paper}},
title = {{The Social Customer Journey: How Social Platforms Shape Young Consumers' Buying Behaviors - A Qualitative Study of Traces and Interactions in the Digital World}},
year = {{2024}},
}