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Cultural influence on consumers' usage of social networks and its' impact on online purchase intentions

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  • Pookulangara, Sanjukta
  • Koesler, Kristian

Abstract

Information technology has created an innovative way in which people communicate and interact. Particularly, social networking websites have become a popular virtual meeting place for consumers to converge and share information. Social networks allow consumers to voluntarily post personal information, upload photographs, send and receive messages, join groups, and blog at their leisure. Consumers now have the means to communicate their opinions about products and companies to other consumers “like themselves†at a critical point in the sales cycle—the beginning.

Suggested Citation

  • Pookulangara, Sanjukta & Koesler, Kristian, 2011. "Cultural influence on consumers' usage of social networks and its' impact on online purchase intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 18(4), pages 348-354.
    • Handle: RePEc:eee:joreco:v:18:y:2011:i:4:p:348-354
    DOI: 10.1016/j.jretconser.2011.03.003
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    References listed on IDEAS

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    Keywords

    Social networking; Culture; TAM3;
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