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Introduction
The study focuses on the role of social networks in influencing the purchasing decision of online consumers. Chapter 1 provides overall ideas of the study and also its relevance in the Kuwait. The chapter entails the definition of the research problem M.J. Stewart Youth Jersey , the research questions, and also the research objectives. It also explains the research method used in the study and the method for analyzing the data. Finally, the paper will present a layout of the chapters in the paper.
1.1 An overview
According to Bronner & De Hoog (2014), social networks tend to play an increased role in consumer purchasing decisions. The social networks usually make communication instantaneous and also asking for the opinion of a friend on an item is free and easy. The majority of consumers tend to rely on social media in making a buying decision. Hence, the best way to selling their products is finding ways of influencing the buyers to make a buying decision through demonstrating how the business鈥檚 products will solve an existing problem in a better way than the existing products or even increase their enjoyment and pleasure (Scott, 2012). The online world is a new kind of social communication through connecting people to a variety of online communities.
According to Scott (2012) Ronald Jones II Youth Jersey , the social media platforms such as Twitter and Facebook provides businesses with an effectively endear themselves to the wider audience. In the case of Kuwait, the most used social media is Facebook and businesses in Kuwait are using this platform as a means of doing business (Baskerville et al., 2014). Consumers consider the invention of social media as the best thing that ever happened as it offers a platform where consumers can be able to share information and also make informed buying decisions. Consumer Referrals plays a central role in buying decisions. Consumer Referrals is well known in the marketing area as it has a significant impact on purchase decisions (Kiesling et al., 2012). Today, Consumer Referrals appears to be even more important in the impact of consumers鈥?purchasing decision-making process. (Lee et al., 2011). Certainly Ali Marpet Youth Jersey , Social Media can carry and spread word-of-mouth among numerous users, like none of what other channels have been able to do until now. (Cui et al., 2012). Businesses and consumers have witnessed a fundamental shift in communication due to Social Media tools. Businesses and Consumers can easily share information and make informed buying decisions.
The social networks provide facilities for consumers to interact with each other, access information, reviews, comments Donovan Smith Youth Jersey , and rates that may help them for purchasing decisions in different ways. The aim of conducting this study is to learn the role of social networks in influencing the purchasing decision of online consumers about Kuwait.
1.2 Relevance of the study to the country of Kuwait
There are numerous studies showing the significance of social networks on marketing decisions, which indicates that it is time for business to an emphasis on their social media strategy (Scott, 2012). Kuwait tends to enjoy many advantages for internet and e-commerce growth and development. A major obstacle that limits the development of e-commerce locally relates to the behavior and culture of customers when it comes to purchasing goods and services on credit.
There are a growing number of Kuwaiti businesses expressing their interest in e-commerce. According to a survey by the Arab Advisors Group (2008), it showed that the percentage of the s