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The Role of Social Media on Young Online Consumer Behavior

The Role of Social Media on Young Online Consumer Behavior
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Author(s): Fanni Miháldinecz (ISCAP, Polytechnic of Porto, Portugal)and Orlando Manuel Martins Marques Lima Rua (ISCAP, Polytechnic of Porto, Portugal)
Copyright: 2022
Pages: 25
Source title: Handbook of Research on Digital Transformation Management and Tools
Source Author(s)/Editor(s): Richard Pettinger (University College London, UK), Brij B. Gupta (Asia University, Taichung, Taiwan & Lebanese American University, Beirut, Lebanon), Alexandru Roja (Babeș-Bolyai University, Cluj-Napoca, Romania)and Diana Cozmiuc (Ioan Slavici University, Timisoara, Romania)
DOI: 10.4018/978-1-7998-9764-4.ch007

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Abstract

The main aim of this study is to analyze the use of social networks by young consumers and understand if they engage with brands online and if creative brand content impacts social network users and online shoppers. With the technological advances and intense use of smartphones, firms should consider connecting and standing out with their audience online. Implementing a specific social strategy on social media may be the way to go. This research uses a quantitative methodology with a survey questionnaire from Portuguese brand consumers. The results show that a creative social marketing strategy through a strong brand identity can positively affect clients if people use social media for entertainment.

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