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首页> 外文期刊>The journal of applied business research >Do Word Of Mouth And Advertisingmessages On Social Networks influence The Purchasing Behavior of College Students?
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Do Word Of Mouth And Advertisingmessages On Social Networks influence The Purchasing Behavior of College Students?

机译：社交网络上的口碑传播和广告消息是否会影响大学生的购买行为？

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摘要

Many online advertisers are exploring the use of Internet social networking to build brand awareness and loyalty. Social networking is particularly popular among the younger, 15-24 year-old generation, who is more computer savvy and spends more time on the Internet than adults. While this generation has substantial potential, they also represent a challenge to advertisers. This group is notoriously skeptical of being "advertised at." They expect a more personal, interactive experience. The purpose of this research is to determine which types of social networks are used most by college students and what types of online marketing impact their purchasing choices. In carrying out this research, the following research questions were addressed: which social networks are used most by college students; do factors such as student and/or parent income, student age, classification, gender, marital status, or employment status influence use of social networks; do ads on social networks impact purchasing decisions; does advice from other users of social networks impact purchasing decisions; and do online games, scavenger hunts, and contests influence purchasing decisions? The research provides a better understanding of social network use and provides insight into effective online advertising to college students.
机译：许多在线广告商正在探索使用互联网社交网络来建立品牌知名度和忠诚度。社交网络在15-24岁的年轻人中特别受欢迎，他们比计算机更懂计算机，并且在互联网上花费的时间比成年人多。尽管这一代人具有巨大的潜力，但它们也对广告商构成了挑战。众所周知，这个群体对被“刊登广告”表示怀疑。他们希望获得更个性化的互动体验。这项研究的目的是确定大学生使用哪种类型的社交网络，以及哪种类型的在线营销会影响他们的购买选择。在进行这项研究时，解决了以下研究问题：哪些社交网络是大学生使用最多的；学生和/或父母收入，学生年龄，分类，性别，婚姻状况或就业状况等因素是否会影响社交网络的使用；社交网络上的广告是否会影响购买决策；社交网络其他用户的建议是否影响购买决策；在线游戏，寻宝游戏和竞赛会影响购买决策吗？该研究可以更好地理解社交网络的使用，并为大学生提供有效的在线广告见解。

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