Social network information and consumer purchasing decisions: an application in the Cameroonian context

Abstract

The aim of this study is to analyze and evaluate the effect of information disseminated on social networks on the purchasing decisions of Cameroonian Internet consumers. To achieve this, a sample survey was carried out on 253 Cameroonian Internet users. The data obtained were processed and analyzed using SPSS version 21 software. Using this software, we performed flat sorting, cross sorting, correlation testing between our explanatory variables, linear regression and one-factor analysis of variance. These two analyses enabled us to test the three hypotheses of our research. Following these various tests, the results reveal that information disseminated via social networks has a significant and positive influence on the purchasing decision of Cameroonian consumers. In other words, Cameroonian consumers are strongly influenced by social networks. More precisely, the results of our study reveal that promotional messages (i.e. increased product quantity and lower prices) broadcast on social networks influence the purchasing decision of Cameroonian consumers, i.e. these messages stimulate consumers to buy products. Also, new product offers positively influence the consumer's purchasing decision, and finally, the information disseminated in social groups by members (members' opinions and advice after use) have a positive influence on the consumer's purchasing decision. Based on these results, we recommend that any company wishing, on the one hand, to create a favorable climate with its customers and, on the other, to boost sales while remaining very close to its customers, be able to communicate via social networks.

Keywords: Consumer, Information, social networks, purchase decision

 JEL Classification: M31

 Paper type: Empirical Research