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1

Lalmuanpuii Varte Laldinliana

Abstract:
In today’s multifaceted media environment, consumers encountered a multitude of information sources that shape their purchasing decisions. This study examines the comparative efficacy of traditional versus social media platforms in facilitating product and seller discovery. Focusing on the information search stage of the consumer decision making process, the sample was drawn from 384 individuals, aged between 13 to 40 years from Aizawl, Mizoram. By employing descriptive statistics analysis and paired sample t-tests, the study found that social media – particularly seller-managed accounts – are perceived as more effective than traditional media in enabling product exploration and seller identification. This paper contributes to the dynamic consumer behaviour with respect to the information search phase by highlighting the shifting prominence of media platforms in the digital era.


1-11
2

Lalmuanpuii Varte Laldinliana

Abstract:
In today’s multifaceted media environment, consumers encountered a multitude of information sources that shape their purchasing decisions. This study examines the comparative efficacy of traditional versus social media platforms in facilitating product and seller discovery. Focusing on the information search stage of the consumer decision making process, the sample was drawn from 384 individuals, aged between 13 to 40 years from Aizawl, Mizoram. By employing descriptive statistics analysis and paired sample t-tests, the study found that social media – particularly seller-managed accounts – are perceived as more effective than traditional media in enabling product exploration and seller identification. This paper contributes to the dynamic consumer behaviour with respect to the information search phase by highlighting the shifting prominence of media platforms in the digital era.


1-11
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  • Indian Journals

  • Swedish Scientific
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  • The Universal
    Digital Library

  • Green Earth Research
    And Publishing House

  • Rashtriya Research Institute
    Of New Medical Sciences

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