12:3013:00 20. Feb 2020
12:3013:00 20. Feb 2020 iCal myOrganizer
Retail Marketing Stage

How Social Interaction Impacts Purchase Decisions

In today’s world marketing is an important tool and local preferences based on the social environment can contribute substantially to the media mix. This study is about the issue of the preference of customers of stores, which use local elements as part of their marketing strategy over those who communicate globally. A model, which examines how interest in local activities and specific involvement in local communities’ influences customer preferences, is created in relation to the theory of justified actions and the concept of creation of social networks.