The influence of social media on consumer’s purchasing decision and producer’s reaction

• Main Authors: Ching-hsiu Shih, 施敬修
• Other Authors: 黃恆獎
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/26061445029981739619

碩士 === 國立臺灣大學 === 國際企業管理組 === 96 === Internet has dramatically changed modern world and the way people communicate. As consumers shift their daily activities to online environment, the traditional one-way advertisement (TV or Newspaper ads) starts to lose the power of influence. With Web 2.0 applications, Internet users can share their experiences easily and can get opinions from others without any producer’s control. Therefore, Internet (Social Media) becomes the best platform of doing online Word-of-Mouth marketing, or so called “Viral Marketing”. Consumers now often look for friends’ recommendation or search information online before they purchase high-involvement goods. As consumer purchase behavior changes, producer has also to adjust the marketing approaches accordingly. Influencing the influencers to build the brand (or products) preference becomes the major assignment of online marketers in near future.