In the master's thesis, I study the explanatory power of the circular model of the decision-making process by consumers when they shop online. I examine the model on the example of the Facebook online community Mammas are purchasing. The model was never before practically tested in Slovenia. The main goal of the master's thesis is to find out whether the impact of online communities, electronic word of mouth and virtual influencers, which provide consumers with an additional or new source of information, in any way affects the consumer's decision-making process for purchasing, and in which phases there are potential changes. In the first part of my study, I define concepts such as virtual influencers, electronic word of mouth and online communities, and explain how the model of the consumer's decision-making process works. In the second part of the task, based on the results which I got from interviews, I conclude about changes in the consumer's decision-making process. The results show that the key emphasis of the model is evident during the search phase of information, purchasing decisions and the stage of purchase itself. At that time, consumers most often rely on additional sources of information, and therefore the impact of other sources of information is, at that time, the largest. In conclusion, I summarize the changes in the model and give additional suggestions for possible further research.
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