Der Einfluss von Markenimage und Nutzerinteraktionen in Social Media auf das Kaufverhalten von User*innen

Abstract

In the age of digital media, the presence of brands and companies on social media platforms is becoming increasingly important. These platforms not only enable companies to have direct contact with their target group, but also offer new ways to advertise their products and services. However, brands should not use these channels solely for product placement, as this can be perceived as disruptive by consumers. This in turn poses the challenge for companies to implement social media in a strategic, targeted and customer-oriented manner. If the brand presence and user interactions are perceived positively by consumers, this can create a valueable and competitive advantage for the company. Subsequently, the brand’s image on social media does have a positive or negative impact on customers' purchasing decisions. Therefore, companies should not miss the opportunity to build an authentic social media presence that motivates users to interact with the content which, in the best case, leads to more purchases. The aim of this bachelor thesis is to explore the influence of brand image and user interaction on social media towards purchasing behavior. The work on this topic begins with a literature review of the central concept of social media and a closer look at the individual, currently best-known platforms. The next topics are user interactions and the various types existing, followed by the brand image, especially in connection with social media. Finally, after explaining the concept of purchasing behavior, the results of an empirical study are presented. 80 people took part and answered questions on brand image, their interaction behavior on social media and their purchasing behavior in relation to the presence of companies on social networks. The empirical study shows that the participants not only attach great importance to how the companies present themselves on social networks, but also that the ratings and comments of other users have an influence on whether they decide to buy a product or not. In conclusion, it can therefore be said that the presence of companies on social media platforms does play a role in consumers' purchasing decisions and also has a significant influence on brand image.

Date of Award	2024
Original language	German (Austria)
Supervisor	Armin Johann Schnürer (Supervisor)