Social Media and Consumer Behaviour: Exploratory Factor Analysis

In the paper, we consider the general attitude towards and degree of engagement of users with social media and make an effort to explore whether their personal behaviour and points of view affect their online practices as well. Data that were collected with a questionnaire are structured in a dataset which undergoes the process of factor analysis. The objective of the analysis is, apart from dimensionality reduction, to understand what are the main constructs that influence users in their online consumer behaviour. We identify three such factors having significant impact on their buying practices. The model derived can be of particular value to e.g., marketing executives in their product and services promotion strategies.