Abstract
This thesis investigates how social media influences consumer behaviour, purchase decisions, and firm performance in e‑commerce. Using a mXed-methods approach — comprehensive literature synthesis, a conceptual framework based on the Technology Acceptance Model (TAM) and Social Influence Theory, and a cross‑sectional quantitative survey (N = 200) supplemented by five in‑depth interviews with e‑commerce managers — the study examines the paths from social media marketing activities to consumer trust, purchase intention, and actual purchase behaviour. Primary data (simulated for methodological demonstration) were analyzed using descriptive statistics, reliability analysis, correlation, exploratory factor analysis, and multiple regression. Key findings show that content quality, social proof (ratings & reviews), and influencer credibility significantly predict consumer trust and purchase intention, while social commerce features (in‑app checkout, shoppable posts) moderate the link between intention and actual purchase. The thesis offers theoretical contribution by integrating social commerce features into a consumer adoption model and practical recommendations for firms seeking to convert social engagement into revenue.
Keywords: social media, e-commerce, consumer engagement.
References
1. Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes.
2. Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly.
3. Katz, E., & Lazarsfeld, P. F. (1955). Personal Influence.
4. Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons.
5. Hennig‑Thurau, T., et al. (2010). The impact of customer feedback and social media on firm performance. Journal of Marketing.