Influence of Social Media Characteristics on Consumers’ Product Information Search

Dr. Nwukamaka Nwankwo

Loading...

Influence of Social Media Characteristics on Consumers’ Product Information Search

Publication Date: 2021-02-22

Volume/Issue: Volume 4, Issue 1 (2021)

Page No: 84 - 99

Journal: African Journal of Accounting and Financial Research

Share Link

𝕏

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 BehaviourSocial Media CharacteristicsProduct Information SearchOpennessInteractivityConnectednessCommunality.

Downloads: 423

Copyrights

Authors retain copyright in their articles and have unrestricted rights to reuse, republish, archive, share, and distribute their work after publication.
All articles are published open access under the Creative Commons Attribution 4.0 International (CC BY 4.0) licence, which permits use, sharing, adaptation, distribution, and reproduction in any medium or format, including for commercial purposes, provided appropriate credit is given to the original author(s) and source.

Loading…

Copyrights

Authors retain copyright in their articles and have unrestricted rights to reuse, republish, archive, share, and distribute their work after publication.
All articles are published open access under the Creative Commons Attribution 4.0 International (CC BY 4.0) licence, which permits use, sharing, adaptation, distribution, and reproduction in any medium or format, including for commercial purposes, provided appropriate credit is given to the original author(s) and source.