The Impact Of Social Media On Consumers’ Online Purchasing Attitudes In The Digital Era: A Case Study Of Igeneration

Abstract

The explosion of technology and social media has created a significant shift in consumer behavior. This study aims to examine how social media influences the online purchasing attitudes of iGeneration consumers. The analysis, conducted using the Binary Logistic regression model with 348 questionnaires, revealed that credibility, informativeness, personalization, entertainment, politeness, interactivity, and annoyance directly impact the online purchasing attitudes of iGeneration consumers. Additionally, the study proposes implications for developing effective social media strategies to promote commerce through the social networks of enterprises and marketers