Special Issue "Social Media Influence on Consumer Behaviour"

A special issue of Sustainability (ISSN 2071-1050). This special issue belongs to the section "Human Geography and Social Sustainability".

Deadline for manuscript submissions: 15 January 2020.

Special Issue Editors

Dr. Ana Isabel Jiménez Zarco
E-Mail Website
Guest Editor
1. Economic and Business Studies, Open University of Catalunya, Tibidabo Av. 39. 08018 Barcelona, Spain; 2. Pontifical Comillas University, Alberto Aguilera, 23, 28015, Madrid. Spain
Interests: enterpreneurship; innovation; cooperation; performance; brand equity
Dr. Inés González-González
E-Mail Website
Guest Editor
International University of La Rioja, 137, 26006 Logroño, La Rioja, Spain
Interests: teaching and learning; business management; critical thinking; cooperative Learning; SMEs; business administration; service innovation; social learning; virtual learning environments

Special Issue Information

Dear Colleagues,

Since the end of the last decade, companies have shown great interest in knowing how consumers make social media; however, there are few works that analyze how they can influence consumer behavior (Voramontri and Klieb, 2018).

The few works carried out in this field of modeling consumer behavior follow the EBM model (Teo and Yeong et al., 1990). In this way, interest has focused on how the use of social networks influences the way in which the consumer develops each of the five stages into which his behavior is divided: need recognition, information search, alternative evaluation, purchase decision, and post-purchase evaluation.

However, the use of social networks has opened a new scenario in terms of the relationships that different agents can establish in the market. Moreover, social networks offer a world beyond globalization, immediacy, and interconnection; thanks to the use of the internet as a platform, social networks create an environment in which new actors, roles, behaviors, and relationship models appear (Rapps et al., 2013).

Thus, social media becomes the consumer—the undisputed protagonist in all the stages that make up the consumer’s "journey" (Carlson et al., 2018). Social media empowers him by allowing him to generate content capable of not only influencing the behavior of other agents, but also affecting the reputation of companies. Social media promotes and encourages new behaviors that are based on sharing and "recycling"—seeking sustainability of the system or participating actively in business processes through co-creation activities in an omnichannel context.

The main aim of this Special Issue is to deepen our understanding of the changes that the use of social media has brought about both with respect to the consumer and to organizations and companies. We welcome scientific papers that cover (but are not limited to) the following topics:

  • Social media as a relationship and sales channel: brand communities, social selling, etc.;
  • The empowerment of the client through social networks;
  • Social media and responsible consumption;
  • Social media marketing strategies;
  • Economic impact of social media on results, financing, etc.

References

Carlson, J., Rahman, M., Voola, R., & De Vries, N. (2018). Customer engagement behaviours in social media: capturing innovation opportunities. Journal of Services Marketing, 32(1), 83-94.

Rapp, A., Beitelspacher, L. S., Grewal, D., & Hughes, D. E. (2013). Understanding social media effects across seller, retailer, and consumer interactions. Journal of the Academy of Marketing Science, 41(5), 547-566.

Teo, T. S., & Yeong, Y. D. (2003). Assessing the consumer decision process in the digital marketplace. Omega, 31(5), 349-363.

Voramontri, D., & Klieb, L. (2018). Impact of social media on consumer behaviour. International Journal of Information and Decision Sciences, 462, 1-24.

Dr. Ana Isabel Jiménez Zarco
Dr. Inés González-González
Guest Editor

Manuscript Submission Information

Manuscripts should be submitted online at www.mdpi.com by registering and logging in to this website. Once you are registered, click here to go to the submission form. Manuscripts can be submitted until the deadline. All papers will be peer-reviewed. Accepted papers will be published continuously in the journal (as soon as accepted) and will be listed together on the special issue website. Research articles, review articles as well as short communications are invited. For planned papers, a title and short abstract (about 100 words) can be sent to the Editorial Office for announcement on this website.

Submitted manuscripts should not have been published previously, nor be under consideration for publication elsewhere (except conference proceedings papers). All manuscripts are thoroughly refereed through a single-blind peer-review process. A guide for authors and other relevant information for submission of manuscripts is available on the Instructions for Authors page. Sustainability is an international peer-reviewed open access semimonthly journal published by MDPI.

Please visit the Instructions for Authors page before submitting a manuscript. The Article Processing Charge (APC) for publication in this open access journal is 1700 CHF (Swiss Francs). Submitted papers should be well formatted and use good English. Authors may use MDPI's English editing service prior to publication or during author revisions.

Keywords

  • social media
  • company–consumer relationship
  • customer journey
  • responsible consumption
  • sharing economy
  • social selling
  • brand communities

Published Papers (2 papers)

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Research

Open AccessArticle
Analyzing the Intention of Consumer Purchasing Behaviors in Relation to Internet Memes Using VAB Model
Sustainability 2019, 11(20), 5549; https://doi.org/10.3390/su11205549 - 09 Oct 2019
Abstract
The proliferation of Internet has accelerated the dissemination of information, which has given birth to the term “Internet meme”. Social network is one of the pivotal media in spreading an Internet meme. Marketers utilize Internet memes to carry out marketing activities to significantly [...] Read more.
The proliferation of Internet has accelerated the dissemination of information, which has given birth to the term “Internet meme”. Social network is one of the pivotal media in spreading an Internet meme. Marketers utilize Internet memes to carry out marketing activities to significantly improve their Internet exposure. We thus verify whether consumers generate purchase intention after being attracted to an Internet meme, as no such research prevails. We employ the value–attitude–behavior model as its theoretical core and discuss how the values formed by consumers under the impact of an Internet meme influence their purchasing behaviors through their attitudes. The participants of the study are Internet users who are habitual to checking Facebook. We adopted convenience sampling and developed 380 valid questionnaires. Structural equation modeling is applied to verify the study’s hypotheses. The research results reveal that utilitarian and hedonic values influence the Purchase Intention through utilitarian and hedonic attitudes. In light of the aforementioned findings, it is suggested that marketers and relevant participants focus on the hedonic value brought by an Internet meme and design fun and witty Internet memes to attract consumers. Full article
(This article belongs to the Special Issue Social Media Influence on Consumer Behaviour)
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Open AccessArticle
Fashion Promotion on Instagram with Eye Tracking: Curvy Girl Influencers Versus Fashion Brands in Spain and Portugal
Sustainability 2019, 11(14), 3977; https://doi.org/10.3390/su11143977 - 23 Jul 2019
Abstract
The rise of Instagram, as the fastest growing social network in Spain and Portugal, and its incorporation into the communication strategies of beauty and fashion brands have posed some risks for younger followers in relation to the development of identity and self-esteem. A [...] Read more.
The rise of Instagram, as the fastest growing social network in Spain and Portugal, and its incorporation into the communication strategies of beauty and fashion brands have posed some risks for younger followers in relation to the development of identity and self-esteem. A physical appearance acceptance movement has also begun, based on interaction with images, on which the social network is also based. The purpose of this research was to determine how attention is paid to fashion promotion and to the awareness of physical appearance acceptance by curvy influencers in comparison with communications by fashion brands on Instagram. The quantitative and qualitative methodology is based on the use of a biometric eye tracking technique applied to a sample of 120 participants from Spain and Portugal, matching the profile of the main users of Instagram: urban university women under 25 years old with an interest in fashion, and a self-perception as a curvy woman. The results point to more attention focused on the imperfections for which curvy influencers are raising awareness than on the fashion they promote when these awareness factors are more visible, as well as more attention focused on the fashion accessories worn by curvy brand models than those worn by the influencers, with specific and significant differences between Spanish and Portuguese audiences. Full article
(This article belongs to the Special Issue Social Media Influence on Consumer Behaviour)
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