Consumer Behavior after COVID-19: Interpersonal Influences, eWOM and Digital Lifestyles in More Diverse Youths | Land Portal

Resource information

Date of publication: 
January 2023
Resource Language: 
ISBN / Resource ID: 
LP-midp002171
Copyright details: 
© 2023 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article

COVID-19 caused a major shift in consumer behavior online at companies that focused on offering products to a traditional and more diverse (LGBTTTQI+) market. For this reason, an online survey was carried out through the digital platforms Facebook and LinkedIn in the last months of the pandemic (COVID-19) to determine how interpersonal influences and electronic word of mouth (eWOM) affect the intention to buy back online products and services, even after the pandemic. Data was collected from 384 consumers and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM), confirming that both interpersonal influences and electronic word of mouth explain repurchase intention, and that electronic word of mouth had the greatest influence. Theoretical and practical implications include insights for social media marketers, and evidence of a dramatic shift in the use of technology by consumers from COVID-19 to new market segments. The findings showed that the behavior of consumers on these two social platforms was inclined to more diverse user; 50% of the users who responded to the survey were oriented to a more socio-diverse community.

Authors and Publishers

Author(s), editor(s), contributor(s): 

Müller-Pérez, JessicaAcevedo-Duque, ÁngelRettig, Pilar V.García-Salirrosas, Elizabeth E.Fernández-Mantilla, Mirtha M.Izquierdo-Marín, Sandra S.Álvarez-Becerra, Rina

Corporate Author(s): 
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    MDPI AG, a publisher of open-access scientific journals, was spun off from the Molecular Diversity Preservation International organization. It was formally registered by Shu-Kun Lin and Dietrich Rordorf in May 2010 in Basel, Switzerland, and maintains editorial offices in China, Spain and Serbia. MDPI relies primarily on article processing charges to cover the costs of editorial quality control and production of articles. Over 280 universities and institutes have joined the MDPI Institutional Open Access Program; authors from these organizations pay reduced article processing charges.

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