Social Media Usage and Shopping Preferences: an Empirical Investigation

Publication Year:
2017
Usage 259
Downloads 181
Abstract Views 78
Repository URL:
http://hdl.handle.net/10125/41659
DOI:
10.24251/hicss.2017.499
Author(s):
Vithayathil, Joseph; Dadgar, Majid; Osiri, John
Publisher(s):
HICSS Conference Office
Tags:
media richness; shopping preferences; social media; social network analysis; weak ties
conference paper description
We empirically explore the associations between social media usage at home and shopping preferences using survey data. We focus on popular retail firms including brick-and-mortar firms such as Walmart, Target, Nordstrom, and Best Buy, and online retailers, such as Amazon, Walmart, Target, and Best Buy. Social media usage of popular platforms such as Facebook, Twitter, LinkedIn, and Skype are analyzed. We draw on Media Richness Theory (MRT) and Strength of Weak Ties from Social Network Analysis (SNA) and related theories to explain our results. Our results have important implications for social marketing campaigns and social media policies for consumer retail firms.