Consumers spend more and more time on their mobile phones, where they mostly browse various social networks. Online shopping has also found its place on them. Social networks have become an indispensable place for brands with the mix of elements that allow them to move social network users from product discovery to purchase, and in addition, such platforms expand the space for additional interaction between consumers and brands and extend the purchasing path to retention and advocacy. Due to the increasing role of social commerce tools, I wanted to examine how the latter influence the behaviour of Slovenian consumers and what the difference in their influence is when we talk about different stages of the purchase funnel. I based the empirical part on a quantitative study on a sample of Slovenian consumers, where the results showed a positive correlation between the set variables. The results showed, as expected, that social commerce has an impact on consumer behaviour, on their loyalty and satisfaction. I also confirmed that various social commerce tools and their characteristics influence the behaviour, loyalty and satisfaction of Slovenian consumers. This was followed by a comparison of the impact of different tools in different phases of the AIDA model. Finally, I checked users' views on the comparison of classic e-commerce and social commerce.
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