Social media and consumer choice

Social media are becoming increasingly important for consumer decisions. This holds true in particular for vacation decision-making, as an example of a high-involvement decision.

Social media and consumer choice

Fred Bronner

University of Amsterdam

Robert de Hoog

University of Twente

Introduction

Social media are becoming very important for consumer decisions; as Casalo et al. (2011, p. 622) say, ‘this phenomenon is motivating deep changes in consumer behavior’, and as Yang et al.(2012, p. 371) indicate, ‘The development of online communities has reshaped consumers’ information-seeking and sharing behaviour.’ Information provided by suppliers of consumer goods is no longer the major factor influencing these decisions and is now quickly being equalled by widely available opinions and experiences from other consumers, labelled by Sigala (2011) as ‘prosumerism’....

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