Author(s): Gjorcheva, M.
Article Тitle: THE INFLUENCE OF SOCIAL NETWORK CONTENT ON THE
PURCHASE DECISIONS OF SOCIAL MEDIA USERS
Journal: International Dialogue: East-West
Publication Year: 2025
Publication Type: Journal Article
Article Type: Paper
Volume, Issue: 11(1)
Pages: 129-148
DOI:
ISSN (print): 1857-9299
ISSN (online): 1857-9302
UDC:658.8:004.773.6/.7].025
366.1:004.773.6/.7].025
APA 7 citation
Gjorcheva, M. (2025). The influence of social network content on the purchase decisions of social media users. International Dialogue: East-West, 11(1), 129–148.
Harvard citation
Gjorcheva, M. (2025) ‘The Influence of Social Network Content on the Purchase Decisions of Social Media Users’, International Dialogue: East-West, 11(1), pp. 129–148.
Abstract:This study investigates how social media content (paid, owned, and earned media) influences the consumer decision-making process among social network users in the Republic of North Macedonia. A quantitative correlational survey was administered via Facebook, Instagram, and TikTok. Descriptive results show frequent use of Instagram and Facebook, low public engagement with brand posts, and limited purchase influence from influencers despite high followership. Photos and videos were perceived as the most influential content. Hypothesis testing supported differences in content influence, high reliance on company profiles for information, trust in friends/family, and higher Instagram use among Generation Z.
Keywords: social media marketing; paid media; owned media; earned media; consumer decision-making; trust; influencer marketing; Instagram; Facebook; TikTok; Generation Z
страна 129 148 Михаела Ѓорчева