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Sociala mediers påverkan på köpbeteendet online
Karlstad University.
Karlstad University.
2018 (Swedish)Independent thesis Advanced level (degree of Master (One Year)), 20 credits / 30 HE creditsStudent thesisAlternative title
How social media affect the consumer behavior online (English)
Abstract [en]

Social media is getting more and more important for both customers and companies as the use of social media increases each year. Previous research shows that there is a positive link between the use of social media and online shopping. The purpose of this study is to explore which factors that drives the purchases of clothes online. The factors studied are the traditional factors price, quality and word-of-mouth and the digital factors electronic word-of-mouth, influencers and ads on social media. The study has been limited to the social platforms Instagram, YouTube and Snapchat. In the study a quantitative method has been used and data was collected through a survey. The data material consists of responses from 145 respondents and have been statistically analysed through a bivariate and multivariate analysis in SPSS. The result shows that the factors that have an impact on the customer's online shopping behaviour are price, eWOM, influencers and ads, and that Instagram is the platform where customers are most affected.

The study has contributed with an increased understanding of the factors that influence the customer's online clothing purchases, and what social media platform companies should focus their marketing to. The study has also shown that eWOM is becoming more important for customers compared to WOM, which has decreased in relevance for the customers in this context.

Place, publisher, year, edition, pages
2018. , p. 56
Keywords [en]
social media, online shopping, consumer behavior, retailing, influencers, WOM, eWOM, ads
Keywords [sv]
sociala medier, e-handel, köpbeteende, klädköp, influencers, WOM, eWOM, ads
National Category
Business Administration
Identifiers
URN: urn:nbn:se:kau:diva-68192OAI: oai:DiVA.org:kau-68192DiVA, id: diva2:1228853
Subject / course
Business Administration
Educational program
Programme in Business and Economics
Presentation
(Swedish)
Supervisors
Examiners
Available from: 2018-07-02 Created: 2018-06-28 Last updated: 2018-07-02Bibliographically approved

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fulltext(491 kB)4 downloads
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b913215c67272c73682393c215c8450b5a92a76578d5ec8826562aa3f45ff0537e645d3e5713b82b7e2dc24f2ba63a0f8f6b5d4fb48f09509bdeba257e6dde1e
Type fulltextMimetype application/pdf

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CiteExportLink to record
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Citation style
  • apa
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Output format
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