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Impact of Social Media Characteristics on Consumer Buying Decision Process in Western Province, Sri Lanka.

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dc.contributor.author Madhuhansi, W. H. T.
dc.date.accessioned 2017-12-07T07:21:03Z
dc.date.available 2017-12-07T07:21:03Z
dc.date.issued 2017
dc.identifier.citation Madhuhansi, W. H. T. (2017). Impact of Social Media Characteristics on Consumer Buying Decision Process in Western Province, Sri Lanka. 8th International Conference on Business & Information ICBI – 2017, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka. p.56. en_US
dc.identifier.uri http://repository.kln.ac.lk/handle/123456789/18426
dc.description.abstract The study intends to investigate how social media characteristics impact on each stage of the consumer buying decision process in Sri Lankan context. For the study, quantitative research method was used and a sample of 147 respondents was selected by snowball sampling method. Primary data was used for achieving research objectives and self-administered, structured questionnaires were used for the data collection. The research reveals that all the stages are influenced by social media characteristics but the strongest impacts are on post- purchase stage, information stage and evaluation stage respectively. The research has found the current situation for social media in Sri Lanka, the most influential stage in the consumer buying decision process, the recommendations for marketers in their decision making process and implementing particular strategies while highlighting the seriousness of concerning social media effectively. en_US
dc.language.iso en en_US
dc.publisher 8th International Conference on Business & Information ICBI – 2017, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka. en_US
dc.subject Social Media en_US
dc.subject Social Media Characteristics en_US
dc.subject Consumer Buying Decision Process en_US
dc.subject Buying Decision Stages en_US
dc.title Impact of Social Media Characteristics on Consumer Buying Decision Process in Western Province, Sri Lanka. en_US
dc.type Article en_US


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