The impact of social media on consumer purchase intentions in the Hungarian coffee industry

Bitca Luminita (2021) The impact of social media on consumer purchase intentions in the Hungarian coffee industry. Külkereskedelmi Kar.

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Absztrakt (kivonat)

ABSTRACTIn recent years, many academic researchers have started to explore social media advertising and its key mechanisms and processes. Hence, the focus of this research is to investigate the effects of social media on consumer purchase intentions in the Hungarian coffee industry. The dissertation starts with a review of the relevant literature on investigating the effects of social media on consumers' buying intentions. It compiles a conceptual clarification of marketing mix, digital marketing and an exploration of social media dimensions. It is presented an analysis on how social platforms can influence consumer purchase intentions along with social influence theory. Moreover, it is conducted a detailed research of the Hungarian coffee industry through SWOT analysis and through the analysis of Starbucks. The other part of the study represents the primary research, which consists of mixed methods. The qualitative analysis was performed by interviewing 3 industry experts, while the quantitative part was conducted in form of a questionnaire with 103 respondents. Mixing these two methods ensured a larger picture of the studied phenomena and more accurate conclusions and hypotheses. To conclude, the following study highlights the competitive advantage of implementing the innovation of social media channels and its multiple benefits. Furthermore, the study identifies the key success factors of social media and the consumer purchase intentions in the Hungarian coffee industry and provided further recommendations for the industry.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Külkereskedelmi Kar

Tanszék

Marketing Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Nemzetközi gazdálkodás

Konzulens(ek)

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	fogyasztói magatartás, hatásvizsgálat, internet, kávéipar, közösségi média, Magyarország, marketing, Starbucks
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Archive User
Rekord készítés dátuma:	2021. Már. 01. 13:01
Utolsó módosítás:	2021. Szep. 21. 11:35

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