An unexpected journey: The influence of social media on consumer decision-making

Wolfgang Jonas Weitzl, Clemens Hutzinger

Research output: Chapter in Book/Report/Conference proceedingsChapterpeer-review

Abstract

This chapter presents a contemporary view on consumer journeys in a social media world. It discusses the traditional funnel approach to purchasing, a contemporary approach for classifying the pre- and post-purchase decision stages of digitalized, engaged consumers, and the factors that steer consumer active and passive engagement towards marketer-generated (MGC) and user-generated (UGC) social media communication during decision-making. Purchase decisions are considered to result from a multi-stage decision process. The chapter adopts the widely acknowledged stages of awareness, information search, evaluation, purchase decision and post-purchase experience. It underlines and exemplifies the significant influence of social media on all stages of the consumer decision-making process. The chapter concludes that, given the increasing engagement of consumers and their desire to communicate with others about the brand, UGC has a dominant role during the whole process. This applies in particular during the post-purchase stage when consumers passively engage in UGC by reading others' comments for making consumption comparisons.
Original languageEnglish
Title of host publicationContemporary issues in social media marketing
Place of PublicationLondon
PublisherRoutledge
Chapter11
Number of pages13
Publication statusPublished - 2017
Externally publishedYes

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