Identifying Key Important Factors Affecting Consumer Purchase Behaviour On Luxury Brand Through the Use of Instagram

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Author(s): Pankarn Panachuenvongsak (Business School, Brunel University London, UK)and Olusoyi Richard Ashaye (Business School, Brunel University London, UK & University of Wales Trinity Saint David, UK)
Copyright: 2022
Pages: 17
Source title: Research Anthology on Social Media Advertising and Building Consumer Relationships
Source Author(s)/Editor(s): Information Resources Management Association (USA)
DOI: 10.4018/978-1-6684-6287-4.ch027

Keywords: Business Science Reference / Marketing / Media & Communications / Social Networking

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Abstract

Purchasing via the internet is one of the most rapidly growing forms of shopping, which has overcome traditional retailing since late 1998. In this chapter, factors related to online and social media shopping and the benefits of using social media will be discussed. Instagram application, tendency of using brand name, online consumer behaviour, and Thai consumer behaviour towards the use of social media will also be illustrated to review what the key factors important in online shopping mentioned in previous research are.

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Identifying Key Important Factors Affecting Consumer Purchase Behaviour On Luxury Brand Through the Use of Instagram

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