English Investigating the Impact of Social Media Marketing Activities on Buying Decision-Making through the Mediating Role Arabic دراسة تأثير أنشطة التسويق عبر وسائل التواصل الاجتماعي على اتخاذ قرارات الشراء من خلال الدور الوسيط لنتائج استجابة السوق

نوع المستند : المقالة الأصلية

المؤلف

Arab academy For Science, Technology, and Maritime Transport

المستخلص

This research study is to ascertain how the efficiency of social media marketing dimensions influences consumers' buying decision and the role of market response as a mediator. The buying process involves five decision-making steps: recognition, information research, evaluation, purchase decision, and post-purchase. Market response results likewise follow a process, and they can be referred to as determinates because they are based on consumer satisfaction, loyalty, and trust. 385 customers of amazon website from Egypt with a diversity of gender, age, and marital statuses answered the questionnaire in form of data collection. The outcomes demonstrated that buying decision-making and market response outcome had been positively influenced by entertainment, interaction, trendiness, and advertisement. In addition, buying decision-making had been directly correlated with customer trust and customer loyalty. On the flip hand, buying decision-making had been significantly affected by customer satisfaction.
Keywords: Social Media Marketing, Customer Trust, Customer Satisfaction, Customer Loyalty and Buying Decision-Making.

الكلمات الرئيسية

مجلة البحوث المالية والتجارية
المجلد 25، العدد 2
الجزء الثالث أبحاث متخصصة في إدارة الأعمال
إبريل 2024
الصفحة 389-424

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