Social media use and consumer shopping preferences

Joseph Vithayathil, Majid Dadgar, J. Kalu Osiri

Research output: Contribution to journalArticlepeer-review

Abstract

We empirically explore the associations between social media use at home and shopping preferences using survey data. We focus on popular retail firms including brick-and-mortar firms such as Walmart, Target, Nordstrom, and Best Buy, and online retailers, such as Amazon, Walmart, Target, and Best Buy. Social media use of popular platforms such as Facebook, Twitter, LinkedIn, Skype and a general category Other Social Media are analyzed. We find that use of LinkedIn, Skype and Other Social Media at home, in the model without control variables, is associated with shopping at Nordstrom, Walmart and Target. Shopping online at Amazon, Best Buy and Walmart, without control variables in the model specification, is associated with use of Facebook, Skype, Twitter and Other Social Media at home. We report additional insights using an alternative specification that includes social media use at work. Media Richness Theory (MRT) and Strength of Weak Ties from Social Network Analysis (SNA) and related theories help explain our results. Our results have important implications for social marketing campaigns and social media policies for consumer retail firms.

Original languageEnglish (US)
Article number102117
JournalInternational Journal of Information Management
Volume54
DOIs
StatePublished - Oct 2020

Keywords

  • Advertising
  • Consumer
  • Consumer behavior
  • Consumer buying
  • Consumer marketing
  • Consumer purchasing preferences
  • Media Richness Theory
  • SNA
  • Social Network Analysis
  • Social media
  • Social network

ASJC Scopus subject areas

  • Management Information Systems
  • Information Systems
  • Computer Networks and Communications
  • Marketing
  • Information Systems and Management
  • Library and Information Sciences
  • Artificial Intelligence

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