Influence of Social Media Characteristics on Consumers’ Product Information Search
Publication Date: 22/02/2021
Author(s): Dr. Nwukamaka Nwankwo.
Volume/Issue: Volume 4 , Issue 1 (2021)
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.
