EFFECTS OF SOCIAL MEDIA MARKETING ON BEHAVIOR OF YOUNG CONSUMERS IN MONGOLIA

• Main Authors: Urtaa Khuchit, 胡松妍
• Other Authors: 楊屯山
• Format: Others
• Language: en_US
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/29220480169674743435

碩士 === 國立聯合大學 === 管理碩士學位學程 === 102 === ABSTRACT We examine the effects of social media marketing on behavior and purchasing decision of young consumers in Mongolia. The objective of my research is to know how favorable young consumers feel about and behave toward social media marketing which affects the way we get and evaluate information, bringing a new dimension to Internet. The study group consisted of a total of 280 people between the age group of 14~36 years who use social media platforms and have an account in any of the social networks. More than 72% of the country’s population is below the age of 36, and we expect this group to lead Mongolia’s adoption of digital services in the near future. Our contribution is threefold: (1) introducing internet and social media usage of young consumers in Mongolia; (2) examining the effects of social media marketing on their purchasing behavior; and (3) discussing effective ways to conduct social media marketing based on their behavioral responses. Our main findings are (1) Young consumers spend 7 hours more on social media than on mass media per week; (2) Males spend 3.1 hours more on social media than females do per week; and (3) Social media tools create a statistically significant difference on purchasing behaviors of young consumers. Our results shed light on the online behavior of Mongolian youth and provide references and managerial implication for internet marketing.