- Title (english):
- The Influence of Social Networks on Consumer Behaviors and Decision Making
- Creator:
- Michelle Oppong
- Publisher:
- Ventspils: Ventspils Augstskola
- Date created:
- 2025
- Type group:
- Text
- Type:
- Scientific Work
Metadata
- Title (english):
- The Influence of Social Networks on Consumer Behaviors and Decision Making
- Scientific work type:
- Bakalaura darbs
- Creator:
- Michelle Oppong
- Contributor:
- Štefenberga, Dace, 1977- , zinātniskais vadītājs
- Contributor:
- Inta Ozola, recenzents
- Format extent (latvian):
- 34 lp.
- Publisher:
- Ventspils: Ventspils Augstskola
- Date created:
- 2025
- Format medium:
- Paper
- Language:
- english
- Abstract (english):
- This study examines how X influences consumer behavior through real-time interactions, peer recommendations, and algorithm-driven content exposure. It explores how engagement metrics, influencer credibility, and social proof shape purchasing decisions. This research is guided by three hypotheses: that higher engagement metrics increase consumer trust in brand messages, that peer recommendation and influencer endorsements have a stronger impact on consumer purchasing decisions than direct brand advertisements, and that algorithmic-driven content exposure reinforces pre-existing consumer biases, limiting decision-making autonomy. The research employs a qualitative approach, using netnography and discourse analysis supported by Python-based tools for sentiment and topic modeling to analyze consumer discussions on X. Findings reveal that consumer trust depends on transparency, interactive brand engagement, and authentic peer reviews. Influencer-driven content and algorithmic filtering significantly impact decision-making, often reinforcing pre-existing biases. The study highlights the ethical implications of targeted marketing, synthetic engagement, and data privacy concerns. It provides insights for businesses on balancing marketing effectiveness with consumer trust. Policymakers must address algorithmic influence and misinformation to protect consumer autonomy. Future research should examine cross-platform digital influence and the role of emerging technologies in shaping consumer preferences.
- Is part of collection:
- Academia (Kolekcija)
- Subject:
- Bakalaura darbi
- Subject:
- Ventspils Augstskola. Ekonomikas un pārvaldības fakultāte
- Subject:
- Vadībzinātne
- URL:
- https://ventspils.biblioteka.lv/AlisePAC/Details?title=The%2BInfluence%2Bof%2BSocial%2BNetworks%2Bon%2BConsumer%2BBehav&Id=277513&Ident=1287577&InstanceId=29&LibraryId=0
- Geographic name:
- Ventspils (Latvija)
- Object location (*):
- Ventspils Augstskola
- Date captured:
- 19.02.2026
- Date modified:
- 19.02.2026
- APLIS copyright status:
- Protected by rights
- APLIS access rights:
- This work is protected by copyright and/or neighboring rights. It can be freely used for personal use, scientific research, or self-education. Other uses require permission from the right holder(s).
- APLIS statement of rights:
- Protected by copyrights - not in commercial circulation
- APLIS access notice:
- Accessible online (without the ability to download)
- Blocked:
- Nē
- Type group:
- Text
- Type:
- Scientific Work
- URI:
-
https://dom.lndb.lv/data/obj/1659949
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| 1. | copyright.json | Autortiesību fails | 7.79 KB | 5ecf43056152d56bda4c7a9c22f56cb5 |
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