{"id":"https://openalex.org/W3107612920","doi":"https://doi.org/10.29333/djfm/9299","title":"The Effect of Social Media on Consumer Purchase Behaviour in the Mobile Telephony Industry in Zimbabwe","display_name":"The Effect of Social Media on Consumer Purchase Behaviour in the Mobile Telephony Industry in Zimbabwe","publication_year":2020,"publication_date":"2020-11-29","ids":{"openalex":"https://openalex.org/W3107612920","doi":"https://doi.org/10.29333/djfm/9299","mag":"3107612920"},"language":"en","primary_location":{"id":"doi:10.29333/djfm/9299","doi":"https://doi.org/10.29333/djfm/9299","is_oa":true,"landing_page_url":"https://doi.org/10.29333/djfm/9299","pdf_url":"https://www.djfm-journal.com/download/the-effect-of-social-media-on-consumer-purchase-behaviour-in-the-mobile-telephony-industry-in-9299.pdf","source":{"id":"https://openalex.org/S4210204814","display_name":"Dutch Journal of Finance and Management","issn_l":"2542-4750","issn":["2542-4750"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":["erih-plus"],"host_organization":"https://openalex.org/P4310320063","host_organization_name":"Lectito Journals","host_organization_lineage":["https://openalex.org/P4310320063"],"host_organization_lineage_names":["Lectito Journals"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Dutch Journal of Finance and Management","raw_type":"journal-article"},"volume":null,"type":"article","is_traditional":true,"indexed_in":["crossref"],"open_access":{"is_oa":true,"oa_status":"diamond","oa_url":"https://www.djfm-journal.com/download/the-effect-of-social-media-on-consumer-purchase-behaviour-in-the-mobile-telephony-industry-in-9299.pdf","any_repository_has_fulltext":true},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5019701134","display_name":"Forbes Makudza","orcid":"https://orcid.org/0000-0003-2559-5576","observed_orcids":["https://orcid.org/0000-0003-2559-5576"]},"institutions":[{"id":"https://openalex.org/I4405254191","display_name":"Manicaland State University of Applied Sciences","ror":"https://ror.org/01hgyd665","country_code":"ZW","type":"education","lineage":["https://openalex.org/I4405254191"]}],"countries":["ZW"],"is_corresponding":true,"raw_author_name":"Forbes Makudza","raw_affiliation_strings":["Manicaland State University of Applied Sciences, ZIMBABWE"],"raw_orcid":"https://orcid.org/0000-0003-2559-5576","affiliations":[{"raw_affiliation_string":"Manicaland State University of Applied Sciences, ZIMBABWE","institution_ids":["https://openalex.org/I4405254191"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5010944065","display_name":"Cleopatra Mugarisanwa","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I177651648","display_name":"Bindura University of Science Education","ror":"https://ror.org/042zvmz29","country_code":"ZW","type":"education","lineage":["https://openalex.org/I177651648"]}],"countries":["ZW"],"is_corresponding":false,"raw_author_name":"Cleopatra Mugarisanwa","raw_affiliation_strings":["Bindura University of Science Education, ZIMBABWE"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Bindura University of Science Education, ZIMBABWE","institution_ids":["https://openalex.org/I177651648"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5004483435","display_name":"Shingirai Siziba","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I4405254191","display_name":"Manicaland State University of Applied Sciences","ror":"https://ror.org/01hgyd665","country_code":"ZW","type":"education","lineage":["https://openalex.org/I4405254191"]}],"countries":["ZW"],"is_corresponding":false,"raw_author_name":"Shingirai Siziba","raw_affiliation_strings":["Manicaland State University of Applied Sciences, ZIMBABWE"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Manicaland State University of Applied Sciences, ZIMBABWE","institution_ids":["https://openalex.org/I4405254191"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":2,"corresponding_author_ids":["https://openalex.org/A5019701134"],"corresponding_institution_ids":["https://openalex.org/I4405254191"],"apc_list":null,"apc_paid":null,"fwci":5.1572,"has_fulltext":true,"cited_by_count":45,"citation_normalized_percentile":{"value":0.95132328,"is_in_top_1_percent":false,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":97,"max":99},"biblio":{"volume":"4","issue":"2","first_page":"em0065","last_page":"em0065"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9994999766349792,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9994999766349792,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T14244","display_name":"Consumer Behavior and Marketing Influence","score":0.00039999998989515007,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.0,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/social-media","display_name":"social media","score":0.9760000109672546},{"id":"https://openalex.org/keywords/consumer-purchase-behaviour","display_name":"consumer purchase behaviour","score":0.9620000123977661},{"id":"https://openalex.org/keywords/purchase-intention","display_name":"purchase intention","score":0.8550000190734863},{"id":"https://openalex.org/keywords/mobile-phone-industry","display_name":"mobile phone industry","score":0.9800000190734863},{"id":"https://openalex.org/keywords/word-of-mouth","display_name":"word of mouth","score":0.8100000023841858},{"id":"https://openalex.org/keywords/user-generated-content","display_name":"user-generated content","score":0.8360000252723694},{"id":"https://openalex.org/keywords/online-social-networks","display_name":"social networking sites","score":0.9739999771118164},{"id":"https://openalex.org/keywords/viral-content","display_name":"viral content","score":0.7820000052452087},{"id":"https://openalex.org/keywords/zimbabwe","display_name":"Zimbabwe","score":0.7110000252723694}],"concepts":[{"id":"https://openalex.org/C518677369","wikidata":"https://www.wikidata.org/wiki/Q202833","display_name":"Social media","level":2,"score":0.7965211868286133},{"id":"https://openalex.org/C137913393","wikidata":"https://www.wikidata.org/wiki/Q15737157","display_name":"Word of mouth","level":2,"score":0.6915636658668518},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.6800022721290588},{"id":"https://openalex.org/C2778813691","wikidata":"https://www.wikidata.org/wiki/Q1369832","display_name":"Purchasing","level":2,"score":0.6787304878234863},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.5291723608970642},{"id":"https://openalex.org/C23213687","wikidata":"https://www.wikidata.org/wiki/Q301468","display_name":"Consumer behaviour","level":2,"score":0.4404314160346985},{"id":"https://openalex.org/C142853389","wikidata":"https://www.wikidata.org/wiki/Q744778","display_name":"Association (psychology)","level":2,"score":0.43787679076194763},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.3625582754611969},{"id":"https://openalex.org/C15744967","wikidata":"https://www.wikidata.org/wiki/Q9418","display_name":"Psychology","level":0,"score":0.18058469891548157},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.12913116812705994},{"id":"https://openalex.org/C136764020","wikidata":"https://www.wikidata.org/wiki/Q466","display_name":"World Wide Web","level":1,"score":0.0},{"id":"https://openalex.org/C542102704","wikidata":"https://www.wikidata.org/wiki/Q183257","display_name":"Psychotherapist","level":1,"score":0.0}],"mesh":[],"locations_count":2,"locations":[{"id":"doi:10.29333/djfm/9299","doi":"https://doi.org/10.29333/djfm/9299","is_oa":true,"landing_page_url":"https://doi.org/10.29333/djfm/9299","pdf_url":"https://www.djfm-journal.com/download/the-effect-of-social-media-on-consumer-purchase-behaviour-in-the-mobile-telephony-industry-in-9299.pdf","source":{"id":"https://openalex.org/S4210204814","display_name":"Dutch Journal of Finance and Management","issn_l":"2542-4750","issn":["2542-4750"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":["erih-plus"],"host_organization":"https://openalex.org/P4310320063","host_organization_name":"Lectito Journals","host_organization_lineage":["https://openalex.org/P4310320063"],"host_organization_lineage_names":["Lectito Journals"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Dutch Journal of Finance and Management","raw_type":"journal-article"},{"id":"pmh:oai:econstor.eu:10419/308684","doi":null,"is_oa":true,"landing_page_url":"https://hdl.handle.net/10419/308684","pdf_url":null,"source":{"id":"https://openalex.org/S4306401696","display_name":"Econstor (Econstor)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"repository"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":"doc-type:article"}],"best_oa_location":{"id":"doi:10.29333/djfm/9299","doi":"https://doi.org/10.29333/djfm/9299","is_oa":true,"landing_page_url":"https://doi.org/10.29333/djfm/9299","pdf_url":"https://www.djfm-journal.com/download/the-effect-of-social-media-on-consumer-purchase-behaviour-in-the-mobile-telephony-industry-in-9299.pdf","source":{"id":"https://openalex.org/S4210204814","display_name":"Dutch Journal of Finance and Management","issn_l":"2542-4750","issn":["2542-4750"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":["erih-plus"],"host_organization":"https://openalex.org/P4310320063","host_organization_name":"Lectito Journals","host_organization_lineage":["https://openalex.org/P4310320063"],"host_organization_lineage_names":["Lectito Journals"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Dutch Journal of Finance and Management","raw_type":"journal-article"},"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"pdf":true,"grobid_xml":true},"content_urls":{"pdf":"https://content.openalex.org/works/W3107612920.pdf","grobid_xml":"https://content.openalex.org/works/W3107612920.grobid-xml"},"referenced_works_count":19,"referenced_works":["https://openalex.org/W2026368098","https://openalex.org/W2076541043","https://openalex.org/W2099697766","https://openalex.org/W2100379340","https://openalex.org/W2110825159","https://openalex.org/W2133085133","https://openalex.org/W2164161809","https://openalex.org/W2181972270","https://openalex.org/W2187862843","https://openalex.org/W2252959518","https://openalex.org/W2771214855","https://openalex.org/W2860369332","https://openalex.org/W2909608710","https://openalex.org/W2909781546","https://openalex.org/W2939943599","https://openalex.org/W2947330135","https://openalex.org/W2955185773","https://openalex.org/W3169044151","https://openalex.org/W6791476066"],"related_works":["https://openalex.org/W7217013656","https://openalex.org/W4378696214","https://openalex.org/W4414113494","https://openalex.org/W4386870124","https://openalex.org/W2603766306","https://openalex.org/W4247671808","https://openalex.org/W7111660403","https://openalex.org/W3198833881","https://openalex.org/W4415559723","https://openalex.org/W4410091962"],"abstract_inverted_index":{"This":[0],"paper":[1],"examines":[2],"the":[3,14],"causal":[4],"relationship":[5],"between":[6,118],"social":[7,30,55,63,80,100,119,130,158],"media":[8,31,38,56,64,81,101,120,131,159],"and":[9,54,122],"consumer":[10,70,123,150],"purchasing":[11],"behaviour":[12,75],"in":[13,18,104],"mobile":[15],"telephony":[16],"industry":[17],"Zimbabwe.":[19],"The":[20,58,126,152],"study":[21,59],"was":[22,39,89,116],"driven":[23,78],"by":[24,79],"a":[25,66,105,156],"strong":[26],"desire":[27],"to":[28,91,95,138,143],"convert":[29],"usage":[32],"into":[33],"desirable":[34,149,164],"purchase":[35,71,74,96,110,124],"behaviour.":[36,151],"Social":[37],"examined":[40],"using":[41],"four":[42],"variables":[43],"namely,":[44],"firm":[45,86],"generated":[46,87,99],"communication,":[47,50],"user":[48],"created":[49],"word":[51,82],"of":[52,69,83],"mouth":[53],"platform.":[57],"results":[60,127],"indicate":[61],"that":[62,129],"is":[65,76,132],"significant":[67],"driver":[68],"intention.":[72,97,125],"Consumer":[73],"mainly":[77],"mouth,":[84],"whilst":[85,112],"content":[88,146],"found":[90],"be":[92,139],"inversely":[93],"related":[94],"User":[98],"communication":[102],"resulted":[103],"moderately":[106],"weak":[107],"association":[108,115],"with":[109],"behaviour,":[111],"an":[113,133],"insignificant":[114],"obtained":[117],"platform":[121],"imply":[128],"effective":[134],"tool":[135],"but":[136],"needs":[137],"adapted":[140],"so":[141],"as":[142],"minimize":[144],"generating":[145],"which":[147,161],"distorts":[148],"researchers":[153],"therefore":[154],"recommend":[155],"cautious":[157],"campaign":[160],"generates":[162],"more":[163],"viral":[165],"content.":[166]},"counts_by_year":[{"year":2026,"cited_by_count":4},{"year":2025,"cited_by_count":8},{"year":2024,"cited_by_count":6},{"year":2023,"cited_by_count":8},{"year":2022,"cited_by_count":5},{"year":2021,"cited_by_count":14}],"updated_date":"2026-11-07T11:25:07.637180","created_date":"2020-12-07T00:00:00"}
