23 Jun The main purpose of this study is
The main purpose of this study is to examine and understand how social networks can affect consumer behaviour and their purchasing decision within the food retailer industry. Nowadays, social networks offer the opportunity to easily interact with people located across the world and who can share any type of information (Heinrichset al., 2011). This study has been developed due to the belief of its author about the fact that social networks like Facebook and Twitter can heavily affect customers and their purchasing decisions. The main research question is “Through a revisit of traditional 5-stage consumer decision making model is it possible to understand if supermarkets and food retailers benefit from the use of social networks?
Also, there are two sub-questions related to the main one:
Which are those steps of consumer buying decision process directly influenced by social networks?
What arethe factorsdriving the influence of social networks on consumer buying decision process?
To develop this study, the author will use a five-step model elaborated in 1968 by Engel, Blackwell and Kollat (EBK Model in figure 1) related to the consumer buying decision process, which is considered as one of the most useful for modern organisations.
Figure 1. EBK five-step model (Engel et al., 1968)
Relation to previous research (Theoretical Framework)
As stated by Heinrichs et al. (2011) and Cheung & Lee (2010), social networks are virtual places where users have the opportunity to share their personal experiences and knowledge. According to Solomon et al. (2010), social networks are powerful virtual marketing tools to communicate and share knowledge in different ways. Therefore, these tools can easily and quickly allow divulging information related to products and services (Solomon et al., 2010). Modern social networks are considered as a relevant aspect of the whole communication process and they are slowly replacing the traditional verbal word-of-mouth used in the past (Cheung & Lee, 2010). As stated by Silverman (2001), a social group, through interactions in social networks, can heavily affect the customer behaviour and
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