The Driving Power in Consumer Purchasing

Abstract

Brand, traditional celebrity, and social media influences consumer choice behavior. However, it is not clear which among the three factors has the highest influence. Therefore, this study aims at establishing which factor among the three has the greatest power to influence the consumer purchasing decision. In this quantitative study, 800 participants who were shoe consumers from the United States completed a formulated survey questionnaire in order to measure their demographic characteristics as well as the study variables that included consumer choice behavior as the dependent variable and traditional celebrities, social media, and brand as the independent variables. The findings indicated that brand is the strongest influencer of consumer choice behavior among the three factors.