Social Media Influencers Driving the Pre- Purchase Phase of the Consumer’s Decision-Making Process. A Comparison Between Hedonic and Utilitarian Products
(2018) BUSN39 20181Department of Business Administration
- Abstract
- The purpose of this research is to determine how social media influencers drive the pre-purchase phase of the consumer’s decision-making process and how these drivers differ in
regard to hedonic and utilitarian products.
Considering the aim to answer how the pre-purchase phase is driven through social media influencers’, and how the drivers differ for hedonic and utilitarian products, a qualitative research design is applied. The research approach is abductive, with themes either deriving from the existing literature as well as the empirical material itself.
Three main areas of research have been taken into consideration to set the theoretical basis for this research. These are the consumer’s decision-making process, the impact of... (More) - The purpose of this research is to determine how social media influencers drive the pre-purchase phase of the consumer’s decision-making process and how these drivers differ in
regard to hedonic and utilitarian products.
Considering the aim to answer how the pre-purchase phase is driven through social media influencers’, and how the drivers differ for hedonic and utilitarian products, a qualitative research design is applied. The research approach is abductive, with themes either deriving from the existing literature as well as the empirical material itself.
Three main areas of research have been taken into consideration to set the theoretical basis for this research. These are the consumer’s decision-making process, the impact of social media influencers as well as the influence of hedonic and utilitarian shopping goals on the social media influencers’ promotions.
By applying a qualitative research method with focus groups and single interviews, we aim to investigate different drivers which trigger the recognition of new desires, transform the social media influencer into a valuable information source and embody the social media influencer as a means of verification before the final purchase decision is made. Both methods support and complement each other and thus weigh out potential shortcomings of the one or the other.
We have found a variety of drivers affecting the pre-purchase phase and explore how these differ for our two product categories. On the one hand, previous literature has been confirmed through our empirical findings, but on the other hand, new knowledge has also been created. To visually summarize our research findings and discussion, a conceptual model was developed. By combining our three areas of research, the model unifies the until now fragmented literature. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/8948714
- author
- Paquette, Audrey-Ann B. LU and Loew, Katharina Sophie LU
- supervisor
- organization
- course
- BUSN39 20181
- year
- 2018
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Decision-Making Process, Pre-Purchase Phase, Social Media Influencer, Hedonic and Utilitarian Products
- language
- English
- id
- 8948714
- date added to LUP
- 2018-06-28 13:32:29
- date last changed
- 2018-06-28 13:32:29
@misc{8948714,
abstract = {{The purpose of this research is to determine how social media influencers drive the pre-purchase phase of the consumer’s decision-making process and how these drivers differ in
regard to hedonic and utilitarian products.
Considering the aim to answer how the pre-purchase phase is driven through social media influencers’, and how the drivers differ for hedonic and utilitarian products, a qualitative research design is applied. The research approach is abductive, with themes either deriving from the existing literature as well as the empirical material itself.
Three main areas of research have been taken into consideration to set the theoretical basis for this research. These are the consumer’s decision-making process, the impact of social media influencers as well as the influence of hedonic and utilitarian shopping goals on the social media influencers’ promotions.
By applying a qualitative research method with focus groups and single interviews, we aim to investigate different drivers which trigger the recognition of new desires, transform the social media influencer into a valuable information source and embody the social media influencer as a means of verification before the final purchase decision is made. Both methods support and complement each other and thus weigh out potential shortcomings of the one or the other.
We have found a variety of drivers affecting the pre-purchase phase and explore how these differ for our two product categories. On the one hand, previous literature has been confirmed through our empirical findings, but on the other hand, new knowledge has also been created. To visually summarize our research findings and discussion, a conceptual model was developed. By combining our three areas of research, the model unifies the until now fragmented literature.}},
author = {{Paquette, Audrey-Ann B. and Loew, Katharina Sophie}},
language = {{eng}},
note = {{Student Paper}},
title = {{Social Media Influencers Driving the Pre- Purchase Phase of the Consumer’s Decision-Making Process. A Comparison Between Hedonic and Utilitarian Products}},
year = {{2018}},
}