The Influence of the Social Network: A Phenomenological Study of Early Adopter Consumers

Abstract

This qualitative phenomenological study explored the lived experiences of 20 early adopter consumers, who used social networks in their decision-making process to purchase a component or complete high-technology home entertainment system. Four core themes of communication, convenience, cost, and technology emerged. Subthemes encompassed face-to-face and electronic communication, ease of use, and ease of install. Findings from the themes implied early adopters make minimal use of the expertise of sales personnel, relying instead on their social networks for product-related advice and installation information; manufacturers should (a) know their competition, (b) understand the customer, and (c) realize new techniques in marketing or social networking are important with today's innovative technological products. [The dissertation citations contained here are published with the permission of ProQuest LLC. Further reproduction is prohibited without permission. Copies of dissertations may be obtained by Telephone [phone]. Web page: http://www.proquest.com/en-US/products/dissertations/individuals.shtml.]