The continuous increase of online users, have given opportunity to many business executives to utilize social media for their brand promotion or recognition. Organizations utilize social media sites like Twitter, Facebook, LinkedIn, Flicker, Google Plus and YouTube to promote their product, service or brand worldwide. Increase of consumer engagement in online social activities forced companies to integrate social media factors into their marketing strategy.
This might be a good thing - but what about those who did not pay special attention to the increased value of technology - being a great force in the 21st century ! this is a shame, as those might have good products but do not have the capabilities and abilities! We need to always remember the digital divide!?
Prof. Theodora Issa,
Yes, we need to always remember the digital divide.
If we look into only online users and online brand promotion point of view, it is important to find the major factors on which the online purchasing decision depends, based on the personality types of consumers and their attitude towards social media with brand perception.
A well known observation that there are two kinds of personality which is usually find in consumers: extrovert and introvert, the extrovert personality people are more social in nature and depends on their friends in decision making whereas introvert people are pre-occupied with their own thoughts and less depends on their friends in decision making.
Is the testing of hypothesis on personality type and attitude towards social media is related with purchasing decision will be helpful to quantify the proposed objective?
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