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THE INFLUENCE OF MEDIA ON CONSUMER BUYING BEHAVIOR

Rudolf Rybansky, Iveta Malikova

First published: 2014https://doi.org/10.5593/sgemsocial2014/B12/S2.128View metrics

Abstract

Consumers' decisions to buy the goods depends on the consumer's perception of the individual factors and environmental factors in which one lives. [1] These factors can be classified also as media, which „... have an important role in shaping social consciousness.“ [2] Part of this conviction is also the fact that the media influence the behavior, attitudes and opinions of individuals. On the other hand, it may expand the horizons of knowledge, educate, and assist consumers in decision making or to influence the lifestyle. The usage of media still changes, and therefore it is not possible to accurately determine whether the influence of the media on consumers is still the same, or how its affect will change over time. Therefore, this contribution is aimed to determine the effect of specific media to buying behavior of Slovak consumers.

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Publication details

Title
THE INFLUENCE OF MEDIA ON CONSUMER BUYING BEHAVIOR
Authors
Rudolf Rybansky, Iveta Malikova
Proceedings
Proceedings of 1st International Multidisciplinary Scientific Conference on Social Sciences and Arts SGEM2014
Publisher
STEF92 Technology
Year
2014
Pages
1003-1008
SWS Citekey
Rybansky2014210031008
ISSN
2367-5659
ISBN
978-619-7105-23-0
Language
en
Publication type
Proceedings Paper
Keywords
purchasing behaviorpurchasing decisionsconsumersthe media
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