Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Too much information on Social Media: The effect of information overload on purchase intentions - a quantitative study.
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2019 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Too much information on Social Media (English)
Abstract [en]

Introduction: Information overload occurs when received information exceed the consumer's ability to process the information and the consumers are overwhelmed by the information. How the consumer can process the information and if the consumer will be overwhelmed depends on the quantity and quality of the information. There is a large amount of information on social media and social media is a crucial platform for companies to communicate to consumers, that can cause information overload, whereas the information consumer receives effects consumers purchase intentions.

Purpose: The purpose of this thesis is to explain the effect information overload in terms of quantity and quality of information on social media has on consumers purchase intentions.

Conceptual: The theory regarding information overload was conceptualised with the theory of consumers purchase intentions. This lead to the two hypotheses; H1: Information overload in terms of quantity of information on social media has a positive effect on consumers purchase intentions; H2: Information overload in terms of quality of information on social media has a positive effect on consumers purchase intentions.

Methodology: The research approach used was deductive with a quantitative nature. Following, a questionnaire was formed and shared online in order to gather data to meet the purpose. The sample used was convenience- and snowball sampling and consisted of social media users. After collecting the data, 173 responses could be used and the answers was then analysed to get the results.

Result: Both hypotheses could be rejected. H1, did not have a effect on consumers purchase intentions and H2, had a negative effect on consumers purchase intentions.

Conclusion: When putting information overload in a social media context and its effect on consumer purchase intentions, the results differs compared to previous research of information overload in terms of quantity of information but not regarding information overload in terms of quality of information.

Place, publisher, year, edition, pages
2019. , p. 66
Keywords [en]
Information overload, quantity of information, quality of information, information processing, consumers purchase intentions
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-85418OAI: oai:DiVA.org:lnu-85418DiVA, id: diva2:1325507
Subject / course
Business Administration - Marketing
Educational program
Marketing Programme, 180 credits
Supervisors
Examiners
Available from: 2019-06-20 Created: 2019-06-16 Last updated: 2019-06-20Bibliographically approved

Open Access in DiVA

fulltext(863 kB)34 downloads
File information
File name FULLTEXT01.pdfFile size 863 kBChecksum SHA-512
14c535d56e295594b94195a05b57df1e059bacd8c4ba09014c238dd582c2f8588ad92bf186be577606cf9d5f568d1e41a430562a340e84ad26e5d57723ef65cd
Type fulltextMimetype application/pdf

Search in DiVA

By author/editor
Malmsten, EmmaBrunosson, MalinKindberg, Carin
By organisation
Department of Marketing
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 34 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 69 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf