Article Citation
Hajli, M. N. (2014). A Study of the Impact of Social Media on Consumers. International Journal of Market Research , 56 (3), 387-404.
Research Questions and Clarity
1. Is the user’s trust affected by social media in social networking?
2. Is the intention of the user to buy affected by PU and trust?
3. Which factor among PU and trust mostly determine the intention of buying by the user?
The article ‘A Study of the Impact of Social Media on Consumers’ presents clear and precise questions which clearly define the purpose and expected outcome of the research study.
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Hypotheses of the Research Study
The research examines the relationship between the following dependent variables; trust, social media, objective to buy in SNSs, and supposed usefulness. As such, the following hypotheses are derived; user’s trust is positively impacted by social media, the intention of a consumer to buy is positively affected by SNSs, PU is positively affected by trust, and the intention of a buyer to buy on SNSs is positively affected by perceived usefulness of a site.
Nature of the Study
The nature of the study was a survey which was conducted through filling questionnaires on individuals to validate the main aim of the research.
Reasons for Selecting Mixed-method for the Research Study
According to Schoonenboom and Johnson (2017), the most prominent idea behind selecting a mixed-method style in a research study is to enhance the outcome of findings, thus increasing the chances of getting more accurate results (Schooneboom & Johnson, 2017). The research by Hajli (2014) used mixed-method in order to create room for the research participants to give their views, which would be used to derive more accurate results. Mixed-method also enhances the interaction between the research participants and the researchers, therefore increasing the chances of getting more accurate responses.
Appropriateness of the Nature of the Study
The research study was conducted through a survey which entailed filling questionnaires. The nature of study used has both negative and positive impacts on the outcome of the results and the nature of responses to get from the participants (Perry, 2010). First, the use of questionnaires gives more ample time for the participants to fully understand the aim of the questions. Secondly, use of questionnaires give more accurate responses since the participants are not under any one-on-one influence by the researchers. However, use of questionnaires may limit the accuracy of responses if the nature of questions asked in the questionnaires denies the respondents from giving their views.
Major Theories Examined by the Author
The major theories that have been examined by the Hajli (2014) are the theories of marketing strategy, mainly the segmentation and alignment theories. Segmentation theory asserts that goods and products are manufactured to meet different customers’ needs and as such, proper communication to the customers defines what goods and services are purchased by which customer. Alignment theory entails communicating all the features of a product or good to customers, which greatly relies on the social media and the internet. These theories align well with the main purpose of the research.
Research Methodology
The research relied on a survey that involved filling in questionnaires using a 5-point Likert-scale from; 1 = strongly disagree to 5 = strongly agree. 85% of the participants were residents of UK and the rest from the rest of the world. The participants were mainly frequent users of LinkedIn, Twitter, and Facebook. Over 300 questionnaires and 500 emails on a paper offered 237 usable questionnaires for use. All participants aged between 18 years and 45 years with 60% being females and 40% males. The study utilized re-sampling method to test on the accuracy of the responses given by the participants.
Target Population
The author mainly targeted UK residents aged between the ages of 18 and 45 years, who were randomly chosen. The research involved both male and female participants at the ratio of 40% and 60% respectively.
Instruments Used in the Study
The research used questionnaires both in hand-out form and online. The format of the questionnaires was mainly borrowed from previous researches to increase the accuracy of the research and responses. The description of the measurement tools used by Hajli (2014) is clear and precise and can easily be understood.
Research Method Appropriateness
The research method used by Hajli (2014) was quite appropriate for the research question since the participants were frequent users of social media and the internet. The participants’ exposure to social media platforms was high, thus the possibility of getting more accurate and reliable responses was high.
Findings of the Research
The research by Hajli (2014) indicate that there is advanced interconnectivity which has been caused by the use of social media in the business world. Consumer can largely and freely interact through the social media and share business ideas. As a result, there is a significance growth in the e-commerce and a consequent development of the trade networks.
Contribution of the Study to the Questions under Research
Trust and influence of potential customers is easily won by peers who encourage them to use the social media. As a result, potential customers are likely to purchase goods and services through the social media networks and platforms. The research was significance to the research questions because the final findings proved that user’s trust and intention are affected by social media networking.
Strengths and Weaknesses of the Study
The research study relied on participants who were frequent users of the social media; therefore, they could easily relate the questions asked to their daily encounters while using the social media platforms. However, the study samples were to a large extent chosen from a single city and work needs to be broadened to include other locations for the accuracy of results.
Personal View and Knowledge of the Business Issue
My personal views and knowledge about the business issue are more profound than those of Hajli (2014). This is because I have first-hand experience on the use of social media in business, both as a consumer and as a supplier. I have participated in various business ventures relying on social media as the form of advertisement and customer attraction. Through the use of social media I have learnt more about the impact the various social media platforms can have on a business growth.
References
Hajli, M. N. (2014). A Study of the Impact of Social Media on Consumers. International Journal of Market Research , 56 (3), 387-404.
Perry, D. (2010). Appropriateness of study design. The Annals of The Royal College of Surgeons of England , 92 (2), 175-175.
Schoonenboom, J., & Johnson, R. B. (2017). How to construct a mixed methods research design. KZfSS Kölner Zeitschrift für Soziologie und Sozialpsychologie , 69 (2), 107-131.
