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| Formato: | Artículo científico |
| Lenguaje: | en |
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Universidad del País Vasco/Euskal Herriko Unibertsitatea
2018
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| Acceso en línea: | https://www.redalyc.org/articulo.oa?id=274353533003 |
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- Influence of social networks on the purchase decisions of university students LORENA ESTEFANIA GUTIÉRREZ FLÓREZ MARIA ISABEL CORREA ESCOBAR ANDRÉS HENAO RESTREPO DIANA ARANGO BOTERO ALEJANDRO VALENCIA ARIAS Administración y Contabilidad Trust marketing information social networks purchase decisions The emergence of social networks has not just had a great impact in the way companies promote their products and services, but also in the decision-making process of consumers regarding their purchases. Using the application and extension of the models proposed by Okazaki et al. (2012), the present study tries to understand the factors that motivate the use of social networks in the purchase decisions of young university students, for this a self-administered questionnaires were applied to 224 university students. Some limitations were found at the time of evaluating the adjustment of the model through a structural equa - tions method, due to the number of indicators per construct. However, the results show that the proposed model presents a good adjustment. Therefore, it can be concluded that the study develops an appropriate approach to the knowledge of the factors that can inÁuence university students, who intend to use social networks to buy, validating the conclusions drawn by Okazaki et al. (2012) in their study. At last, it is recommended for companies that wish to promote their products through social networks to look out for strategies that combine information transparency and stimulation of word-of-mouth communication among users, generating a larger impact on the purchase decisions of clients. 2018 artículo científico 1131-6837 https://www.redalyc.org/articulo.oa?id=274353533003 en http://www.redalyc.org/revista.oa?id=2743 Cuadernos de Gestión application/pdf Universidad del País Vasco/Euskal Herriko Unibertsitatea Cuadernos de Gestión (España) Num.1 Vol.18