Influence of Social Media Characteristics on Consumers’ Product Information Search

Dr. Nwukamaka Nwankwo

Influence of Social Media Characteristics on Consumers’ Product Information Search | AB Journals

Influence of Social Media Characteristics on Consumers’ Product Information Search

African Journal of Accounting and Financial Research

Vol. 4Issue 12021pp. 84–99Published 22 February 2021

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Abstract:

The study investigated the effect of social media characteristics on product information search. The study employed openness, interactivity, connectedness, conversation and communality as proxies for social media characteristics. The descriptive survey study employed a self-developed questionnaire distributed to 398 students in Federal Universities in South-East Nigeria. A regression model and results showed that social media characteristics (SMC) explained about 99% of product information search for students in federal universities in south-east Nigeria. The coefficient of regression revealed that openness (33%), Interactivity (4.7%), connectedness (4.1%) and Communality (2.1%) had a positive contribution to product information search of consumers.

Keywords:Consumer Behaviour Social Media Characteristics Product Information Search Openness Interactivity Connectedness Communality.

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