International Journal of Research Studies in Management
CollabWritive Special Issue
2024 Volume 12 Issue 8
Available Online: 30 July 2024
Author/s:
Wu, Nan
Graduate School, Lyceum of the Philippines University – Batangas, Philippines
Abstract:
This study evaluated consumers’ views on impression management, contextual outlook and internet referrals through social media in order to develop a framework on consumer buying decision preferences for brands and merchants. In this study, the setting was methodically established and the variables under study were analyzed using descriptive approaches. Customers from five carefully chosen Chinese social media platforms—Wechat, Sina Weibo, Douyin, Xiaohongshu, and Bilibili—make up the research participants, who are purposively sampled. Using all five social media platforms, 385 online customers have responded to the survey. 77 of the respondents were Wechat users; 87 of them were from Sina Weibo; 73, 76, and 72 of them were from Douyin, Xiaohongshu and Bilibili. Questionnaires were utilized in this study to gather data, which was subsequently analyzed by SPSS28 software. According to the survey’s findings, due of its high construction, control, and determine, the respondents all agreed that merchants and brands should utilize impression management to the fullest extent possible. Contextual outlook well between brands and merchants in terms of integration, acceptance and evaluate after impression management, considering the impact of merchants’ and brands’ electronic word-of-mouth on message direction, search behavior, quality, and degree of involvement after context outlook is also very high.
Keywords: social media, impression management, contextual outlook, electronic word-of-mouth, consumer buying decision
DOI: https://doi.org/10.5861/ijrsm.2024.1210
Cite this article:
Wu, N. (2024). Social media consumer impression management, contextual outlook, and electronic word-of-mouth: Basis for consumer buying decision framework. International Journal of Research Studies in Management, 12(8), 127-137. https://doi.org/10.5861/ijrsm.2024.1210