Main Article Content
Abstract
The prevalence of social media has played a vital role in the society. It has been the platform of reaching out to other people. It has been also impacting consumers’ purchase decision-making process. In the present time, a lot of people/consumers use social media to communicate with brands, vice versa. Marketing professionals seemed to have found a way to take advantage of this new inclination. This study’s purpose is to know how does the increasing influence of social media on consumers’ purchasing decision-making process differs according to its different stages.
The questionnaire of Charles-Henri Gros in his Dissertation entitled, “The Influence Of Social Media On Consumers During Their Purchase Decision-Making Process And The Implications For Marketers” was used in this study. The survey was administered at the Polytechnic University of the Philippines in Sta. Mesa. The sample size was 337 respondents mainly from the College of Business Administration.