The Social Customer Journey: How Social Platforms Shape Young Consumers' Buying Behaviors - A Qualitative Study of Traces and Interactions in the Digital World
Research question: How do social relationships and social interactions shape the behavior of young consumers on Social Media and Communication Apps? Purpose: The purpose of this study is to enhance the understanding of how the Social Customer Journey influences the purchasing behavior of young consumers on Social Media and Communication Apps. Furthermore, the study aims to explore the dynamics o