The influence of social media on buyer choices in Maseru, Lesotho
| dc.contributor.advisor | Peters, M. J. J. | en_ZA |
| dc.contributor.author | Putsoane, ?Mahlalele Mosa | en_ZA |
| dc.date.accessioned | 2023-09-29T12:08:59Z | |
| dc.date.available | 2023-09-29T12:08:59Z | |
| dc.date.issued | 2020 | en_ZA |
| dc.description | Dissertation (MBA (Business Administration))--University of the Free State, 2020 | en_ZA |
| dc.description.abstract | Introduction: The buying decision-making process can be quick, spontaneous and done without much thought. For some buyers however the deliberate intent to buy takes time as they first research and thoroughly investigate available options before making any commitment to buy. This study aimed to assess the influence of social media platforms on the ultimate buyer decisions made particularly by young, middle-class professionals in Maseru, Lesotho. Aims and Objectives: The aim of the study was to assess the influence of social media from the perspectives of young, middle-class professionals in Maseru, Lesotho on buyer choices. It explored critical factors that influenced buyer choices and also if increased social media participation yielded any better returns for businesses that use social media marketing. Methodology: The research was qualitative and the sample size was limited to 12 individuals. Convenience sampling was used as per the ease of accessibility of the respondents. The sample was based on middle-class professional individuals, young men and women aged between 25 and 45 years of age who reside in Maseru, Lesotho. Findings: The respondents displayed a great level of maturity, discernment and sensibility towards social media. Although people may have their eyes peeled to what is available in the market and may from time to time listen to or read review sections, they still prefer to dig deeper, to do their own research and to rely rather on their physical inner circles than online circles. Conclusion: The researcher has, therefore, come to the conclusion that social media does indeed have a great influence on buyer's choices. Whether they use it to seek inspiration or peer reviews on certain products, ultimately they rely on social media to validate their researches. It does also have a great impact on business's performance. Businesses that did not use social media to advertise their merchandise proved to be less successful than their counterparts who used it. | en_ZA |
| dc.identifier.uri | http://hdl.handle.net/11660/12267 | |
| dc.language.iso | en | en_ZA |
| dc.publisher | University of the Free State | en_ZA |
| dc.rights.holder | University of the Free State | en_ZA |
| dc.title | The influence of social media on buyer choices in Maseru, Lesotho | en_ZA |
| dc.type | Dissertation | en_ZA |
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