Social media use and consumer shopping preferences

Highlights：

• Social media platforms analyzed are Facebook, Twitter, LinkedIn, Skype and Other Social Media.

• We find that using, LinkedIn, Skype, and Other Social Media are associated with shopping from Target, Nordstrom, and Walmart.

• Our results suggest that shopping online from Amazon, Best Buy, and Walmart are associated with using Facebook, Skype, Twitter, and Other Social Media.

• Media Richness Theory (MRT) and Strength of Weak Ties from Social Network Analysis (SNA) and related theories help explain our results.

• Our results have important implications for social marketing campaigns and social media policies for consumer retail firms.

摘要

•We empirically explore associations between social media use at home and shopping preferences using survey data for popular retail firms such as Walmart, Target, Nordstrom, and Best Buy, and their online stores including Amazon.•Social media platforms analyzed are Facebook, Twitter, LinkedIn, Skype and Other Social Media.•We find that using, LinkedIn, Skype, and Other Social Media are associated with shopping from Target, Nordstrom, and Walmart.•Our results suggest that shopping online from Amazon, Best Buy, and Walmart are associated with using Facebook, Skype, Twitter, and Other Social Media.•Media Richness Theory (MRT) and Strength of Weak Ties from Social Network Analysis (SNA) and related theories help explain our results.•Our results have important implications for social marketing campaigns and social media policies for consumer retail firms.

论文关键词：Social media,Social network,Social Network Analysis,SNA,Media Richness Theory,Consumer,Consumer behavior,Consumer buying,Consumer purchasing preferences,Consumer marketing,Advertising