Abstract
In this article, we investigate whether virtual communities gathered around influencers can support decision-making in the purchasing process. Using data from viewers' opinions under YouTube Influencer's video, the netnography method, and Simon's rational decision-making theory, we investigate: (i) which phases of the purchasing decision-making process can be supported by virtual communities; (ii) what behaviours, structures, and decision-making sequences are visible across the entire virtual community network studied. The results of our study prove that social media content creators as influencers and their virtual communities can affect all phases of purchasing decision-making.
Paper Type
Short Paper
DOI
10.62036/ISD.2025.97
Do Social Media Virtual Communities Support Purchase Decision Making?
In this article, we investigate whether virtual communities gathered around influencers can support decision-making in the purchasing process. Using data from viewers' opinions under YouTube Influencer's video, the netnography method, and Simon's rational decision-making theory, we investigate: (i) which phases of the purchasing decision-making process can be supported by virtual communities; (ii) what behaviours, structures, and decision-making sequences are visible across the entire virtual community network studied. The results of our study prove that social media content creators as influencers and their virtual communities can affect all phases of purchasing decision-making.
Recommended Citation
Baj-Rogowska, A. & Yeto, D. (2025). Do Social Media Virtual Communities Support Purchase Decision Making?In I. Luković, S. Bjeladinović, B. Delibašić, D. Barać, N. Iivari, E. Insfran, M. Lang, H. Linger, & C. Schneider (Eds.), Empowering the Interdisciplinary Role of ISD in Addressing Contemporary Issues in Digital Transformation: How Data Science and Generative AI Contributes to ISD (ISD2025 Proceedings). Belgrade, Serbia: University of Gdańsk, Department of Business Informatics & University of Belgrade, Faculty of Organizational Sciences. ISBN: 978-83-972632-1-5. https://doi.org/10.62036/ISD.2025.97