Factors Influencing Consumer’s Buying Behavior in Social Networking Sites

Authors

1 Faculty of Communication and Mass Media, the British University in Egypt

2 Faculty of Mass Communication, Cairo University

Abstract

Purpose. This research describes and analyzes factors influencing Egyptian consumers’ buying behaviour in Social Networking Sites (SNSs) and social commerce. Factors are divided into (a) social commerce factors, (b) consumers’ factors, (c) products’ factors, (d) factors related to SNSs used (Facebook, Instagram), and (e) COVID-19 as an external factor.
Methodologies. To reach Egyptian social commerce buyers, a survey was published on Facebook and Instagram (the research’s main platforms), and 603 respondents were collected using purposive sampling.
Findings. Social commerce factors like perceived enjoyment and usefulness positively influence Egyptian consumers’ purchase behaviour in social media. Unexpectedly, trust and social support's effect on purchase behaviour was insignificant. Consumers’ demographics and product-related factors influence online buying behaviour on social media. COVID-19 greatly impacts consumer behaviour and constrains trust's effect on purchases. Results revealed major differences between Facebook and Instagram as SNSs with commercial activities.

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