What is it about?
it identifies the role that social media plays in comparison to other information sources in the pre-purchase information search stage
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Why is it important?
it identifies the information sources used, especially the online information sources used in the pre-purchase stage in a less research region, i.e. Egypt in the consumer behavior literature . The results can help passenger automobile manufacturers in targeting and identifying the right promotional strategies to Middle Eastern customers, especially Egyptian customers.
Perspectives
Previous research in the information search of pre-purchase literature has indicated that the impact on information search behaviour of using social media as a source of information source should be investigated. This paper attempts to address this gap by examining the implications of social media information searching for pre-purchase search for information on automobiles. The results suggest that social media-based information searching has an impact on information quality, consideration sets and selection criteria. Accordingly, consumers are tending to use the social media as their initial and major source of information before they make a purchase. Moreover, the incidence of using offline information searches at this point is tending to decline. Some managerial insights into these results are provided.
Dr Abeer Mahrous
Cairo University
Read the Original
This page is a summary of: Implications of the use of social media for pre-purchase information searches for automobiles, International Journal of Technology Marketing, January 2016, Inderscience Publishers,
DOI: 10.1504/ijtmkt.2016.077361.
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