Journal of Harmonized Research in Management

AN INVESTIGATION ON THE ROLES OF INFORMATION MEDIA SOURCES ON CONSUMER BUYING BEHAVIOR AND DECISIONS

Abstract

Author(s): ADEWOLE Olukorede*, Catherine Muthu

The present investigation and study is a vivid examination of the roles of information sources, data and available
data fields available to consumer’s information search from various sources on their buying decisions. Questionnaires administration
and interview poll conducted played huge role to capture a vivid and lucid picture on this subject based on the
survey done in Italy, neighborhoods and Roma. Initial assumptions and hypothesis were drafted and subsequently verified
based on statistical testing as vividly illustrated in this paper presentation while also presenting a draft novel model of buying
decisions. The results of the hypothesis testing indicate and show that information, sources and available data play a huge
and significant role in consumer behavior as evident and revealed by the statistical testing the p value exceeds 0.05. It was
observed the social media platforms play dominant and crucial roles in available information, data and facts dissemination
to consumers and thus play a crucial role in consumer brand engagement. Furthermore consumer buying decisions can thus
be enhanced through a strong brand promotion based on social media influences from interactions and information sources
available for access following the results of the SEM and hypothesis testing as revealed and unveiled based on the p values,
which show statistical significances as (p<0.00001) lies below the set limit criterion of 5% significant level. Finally, major
deductions and recommendations were made based on findings and subject to statistical verification of salient assumptions
and hypothesis frames as this study clearly revealed and established the fact that information source plays a significant role
in buying decisions and could shape it.