Analyzing Social Media Engagement and its Effect on Online Product Purchase Decision Behavior

Abstract

The continuous progress of society in using online resources has 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 has forced companies to integrate social media factors into their marketing strategy. The objective of this study is to find the important factors on which the online purchasing decision depends, based on the personality types of consumers and their attitude toward social media with brand perception.

Keywords::

• Personality traits
• brand perception
• consumer engagement
• social media
• regression model