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Social Media Enhances Consumer Behaviour During e-Transactions: An Empirical Evidence from Bahrain

Author

Listed:
  • Dalal Saad ALShaer

    (College of Business and Finance, Ahlia University, Bahrain)

  • Allam Hamdan

    (College of Business and Finance, Ahlia University, Bahrain)

  • Anjum Razzaque

    (College of Business and Finance, Ahlia University, Bahrain)

Abstract

This study aims to investigate the role of social media on consumer behaviour in the restaurants industry of Bahrain. The objectives of this research were to assess importance of social media as a marketing tool for Bahrain’s restaurants for influencing consumer purchase decision-making. Such an objective was reached by the scholars who randomly collected data from 224 respondents in Bahrain, who use social media, using a survey instrument. The findings of the descriptive analysis revealed that social media affects consumers’ decision-making, such that the consumers use the social media to study new products, services, and particularly new brands. Also, ongoing consumer discussions reveal how social media exposes the pros and cons of products, services, and brands, so consumers are comfortable with their online decisions, since they can select broads before settling on what is the best price, quality, etc. Moreover, the social media speeds the spread of information unlike any other mass media; ensuring that new knowledge reaches consumers, hence enhancing competition among retailers in the restaurant industry. This study concludes that social media plays a vital role in promoting consumer welfare and decision-making.

Suggested Citation

  • Dalal Saad ALShaer & Allam Hamdan & Anjum Razzaque, 2020. "Social Media Enhances Consumer Behaviour During e-Transactions: An Empirical Evidence from Bahrain," Journal of Information & Knowledge Management (JIKM), World Scientific Publishing Co. Pte. Ltd., vol. 19(01), pages 1-23, March.
    • Handle: RePEc:wsi:jikmxx:v:19:y:2020:i:01:n:s0219649220400122
    DOI: 10.1142/S0219649220400122
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    References listed on IDEAS

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    1. Mangold, W. Glynn & Faulds, David J., 2009. "Social media: The new hybrid element of the promotion mix," Business Horizons, Elsevier, vol. 52(4), pages 357-365, July.
    2. Jenny Doorn & Peter Verhoef & Tammo Bijmolt, 2007. "The importance of non-linear relationships between attitude and behaviour in policy research," Journal of Consumer Policy, Springer, vol. 30(2), pages 75-90, June.
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