Title: Influence of online retailers' social media marketing strategies on students' perceptions towards e-shopping: a qualitative study
Authors: Marcos Komodromos; Tao Papaioannou; Mohammed Alhaji Adamu
Addresses: Department of Communications, School of Humanities, Social Sciences & Law, University of Nicosia, 46 Makedonitissis Str., 1700 Egkomi, Cyprus ' Department of Communications, School of Humanities, Social Sciences & Law, University of Nicosia, 46 Makedonitissis Str., 1700 Egkomi, Cyprus ' Department of Mass Communication, Faculty of Social Sciences, University of Maiduguri, PMB 1069, Miduguri, Borno State, Nigeria
Abstract: The usage of the internet-based technologies, particularly social networking sites such as Facebook and Twitter as business platforms can be a critical strategy in enhancing an online retail outlet's reach and operational efficiency. This study employs a qualitative study with 20 in-depth interviews to explore the factors/strategies that influence students' acceptance of e-shopping. The objectives of the study were to examine students' perceptions of e-shopping via the social media fan pages of Konga and Jumia online stores and their perceptions about the difference in the influence of the online marketing strategies on acceptance of e-shopping between Konga and Jumia online stores. The results highlight students' perceptions of e-shopping via the social pages and they find e-shopping experience very interesting and fun. The most important motivating factor which influenced the online shopping in Konga and Jumia online stores are the marketing strategies that companies use and convenience followed by time saving and price for consumers.
Keywords: e-shopping; social media; Facebook; Twitter; online retail shops; consumers; engagement.
International Journal of Technology Enhanced Learning, 2018 Vol.10 No.3, pp.218 - 234
Received: 31 Aug 2017
Accepted: 16 Sep 2017
Published online: 28 Jun 2018 *