Forthcoming Articles

International Journal of Technology Marketing

International Journal of Technology Marketing (IJTMkt)

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International Journal of Technology Marketing (One paper in press)

Regular Issues

  • Social media as a strategic driver of technology purchase decisions among young consumers: evidence from Chimbote, Peru   Order a copy of this article
    by Nicolle Esthefany Reque Salinas, Eymi Sthepany Canales Mantilla, Miguel Angel Canchari-Preciado 
    Abstract: This study examines the influence of social media on technology purchase decisions among young consumers in Chimbote, Peru. Grounded in a non-experimental, cross-sectional, explanatory design, the research surveyed 381 participants to examine whether social interaction, self-presentation, and social influence were associated with consumer decision-making across platform usability, content personalisation, and online reviews. Descriptive results showed high social media engagement (47.5%), particularly social interaction (50.1%) and self-presentation (48.8%). Consumer decision-making indicators were also high overall (45.1%). Spearmans rho revealed a strong positive correlation between overall social media use and purchase decisions (= 0.935, p < 0.001). Social interaction (= 0.922), self-presentation (= 0.930), and social influence (= 0.927) showed similarly strong associations. These findings indicate that social media influences information-seeking, evaluation, and final purchase choices. Drawing on social cognitive theory, the technology acceptance model, and social influence theory, the study provides evidence from an Latin American context.
    Keywords: social media; purchase decision-making; young consumers; technology products; digital behaviour; consumer interaction; Peru.
    DOI: 10.1504/IJTMKT.2026.10080691
     

 

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