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Identifying Key Important Factors Affecting Consumer Purchase Behaviour On Luxury Brand Through the Use of Instagram

Identifying Key Important Factors Affecting Consumer Purchase Behaviour On Luxury Brand Through the Use of Instagram

Pankarn Panachuenvongsak, Olusoyi Richard Ashaye
Copyright: © 2020 |Pages: 21
ISBN13: 9781799825470|ISBN10: 1799825477|ISBN13 Softcover: 9781799825487|EISBN13: 9781799825494
DOI: 10.4018/978-1-7998-2547-0.ch005
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MLA

Panachuenvongsak, Pankarn, and Olusoyi Richard Ashaye. "Identifying Key Important Factors Affecting Consumer Purchase Behaviour On Luxury Brand Through the Use of Instagram." Trends and Issues in International Planning for Businesses, edited by Babayemi Adekunle, et al., IGI Global, 2020, pp. 89-109. https://doi.org/10.4018/978-1-7998-2547-0.ch005

APA

Panachuenvongsak, P. & Ashaye, O. R. (2020). Identifying Key Important Factors Affecting Consumer Purchase Behaviour On Luxury Brand Through the Use of Instagram. In B. Adekunle, H. Alharahsheh, & A. Pius (Eds.), Trends and Issues in International Planning for Businesses (pp. 89-109). IGI Global. https://doi.org/10.4018/978-1-7998-2547-0.ch005

Chicago

Panachuenvongsak, Pankarn, and Olusoyi Richard Ashaye. "Identifying Key Important Factors Affecting Consumer Purchase Behaviour On Luxury Brand Through the Use of Instagram." In Trends and Issues in International Planning for Businesses, edited by Babayemi Adekunle, Husam Helmi Alharahsheh, and Abraham Pius, 89-109. Hershey, PA: IGI Global, 2020. https://doi.org/10.4018/978-1-7998-2547-0.ch005

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Abstract

Purchasing via the internet is one of the most rapidly growing forms of shopping, which has overcome traditional retailing since late 1998. In this chapter, factors related to online and social media shopping and the benefits of using social media will be discussed. Instagram application, tendency of using brand name, online consumer behaviour, and Thai consumer behaviour towards the use of social media will also be illustrated to review what the key factors important in online shopping mentioned in previous research are.

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