Exploring the online consumer behaviour of 20-25 year olds in Malta : an analysis of the use of social media by mobile companies and young people through the application of the Mckinsey consumer journey

Abstract

As consumers, we are constantly surrounded by some form of advertisements, either on billboards, hearing it on the radio or noting sponsored ads while scrolling through social media feeds. In today’s day and age, there have been multiple studies on whether social media impacts a consumer’s behaviour, but this study takes it from a slightly different angle.

This study investigates whether social media impacts consumer buying behaviours. It explores this hypothesis through the theoretical application of the McKinsey Consumer Journey. It explores consumers’ decisions thought process when choosing their mobile phone, specifically narrowing in on three brands: Apple, Samsung and OnePlus who are considered to be the front runners in the smart phone industry.

It delves deeper into each section of this loop through the qualitative research method of two focus groups: one focus group with students from multiple courses while the other was a group of Communications students, the latter being used to examine if knowledge of the industry impacted their behaviour. It was found that the Communications students were more aware of their behaviour as well as the brand’s behaviour when deciding which phone to purchase. In spite of this, this research concluded that social media does not have an impact on the consumer’s buying decision. However, it aids with the post-purchase experience leading consumers to join that brand’s loyalty loop.