T a Influence of Social Media on Buy Decision-making of Young Chinese Consumers

Abstract

Social media is playing an increasingly important role in our daily lives. Young Chinese consumers are the primary users of social media in China. Social media is the primary source of information for young Chinese customers, influencing t air buying decisions. Through the research obtained three main results: Young Chinese consumers use social media for information. Social media messages are t air primary source of information. Social media information influences buy decisions making of young Chinese consumers. Number of negative information on social media moderates the relationships between trust in information of social media and intention to buy.