The Effects of Social Media on Users Attitude Toward Online Shopping

Gomez, Barnett (2019) The Effects of Social Media on Users Attitude Toward Online Shopping. masters thesis, Griffith College.

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Abstract

Internet studies has gained popularity amongst academics and researchers in the field of Media Communication over the years, due to its’ ever growing influence and contributions towards the global economy. The evolution of the Internet, too, has played a significant role in revolutionising the traditional forms of communications and media broadcasting, which in fact, has led to change in other fields, particularly advertising. We have bserved the change that advertising has undertaken and how it has become a complex process of analysing data in order to reach a targeted group of audiences. Particularly on social media platforms, which evidently has become part of the majority of societies daily life. Social media has a growing daily sign up rate. The evolution of the Internet and the World Wide Web, has created a new era of conducting shopping online also known as E-Transactions (online shopping). It has changed over time and is continuously gaining popularity among society today. Henceforth, the proposed study, to identify if a relationship between the time spent on social media in relation to users’ online shopping attitudes exists, as the primary objective. The secondary objective, was to test the effectiveness of online advertising (targeted advertising), by identifying the time users spent on social media platforms, in relation to the frequency of them clicking or purchasing from online advertisements. A survey of 10 questions distributed to 261 participants was conducted and the results identified that 80.1% of participants shopped online, regardless of the time they spent on social media. We then tested this results against the data obtained on the effectiveness of online advertising in redirecting users to online websites and we found that, the time spent on social media platforms had no influence towards the frequency of users clicking on online advertisements or purchasing from them. We suggested that, though advertising may not play a direct influence, it does tell users what to think about. Based on the data analysed, we could conclude that online shopping does not happen at random in most instances, it has become an activity by itself within society. Considering online shopping as norm would be no mistake as based on the study conducted and the data we receive we could not find any possible influence of the variables tested against shopping online.

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