EXAMINING SOCIAL MEDIA USAGE IN THE CONTEXT OF CONSUMER BEHAVIOUR

In recent years, social media have become an important part of a consumer's life in terms of easier access to information. As opposed to that, for the companies social media represent a new challenge and an opportunity to achieve their strategic goals such as creating a positive image, enhanced brand awareness and to make quality interactions with their actual or potential consumers. The aim of this paper is to determine the behavioural patterns of social media users, especially in the decision making process when purchasing. In order to achieve the aim of this study, factor analysis and analysis of variance were used. The research sample consisted of 504 social media users. The findings reveal that there are significant differences between the extracted factors and the use of social media when purchasing. Findings also suggest that respondents tend to purchase via social media but they are insecure in providing the review and comments for the purchase made.