The Impact of Social Media on Customer Behavior - Evidence from Lebanon (original) (raw)
Related papers
The Power of Social Media in Influencing Customer Decision
Hasanuddin Journal of Business Strategy, 2020
Social media currently plays a very important role as a process of communication and interaction between humans that is not limited by time and space. It is also used as a promotional media by companies to introduce their products to consumers. Many Muslim brands cosmetics also use social media and brand equity to attract consumer interest. This research was conducted on Muslim brand users in Makassar, who were dominated by women with an age range of 20-22 years who were students. The results showed that social media marketing and brand equity had a positive and significant effect on Muslim Cosmetic Brand cosmetics purchasing decisions in Makassar. Marketing online using social media has successfully built brand equity, which in turn affects the buying decision.
The Influence of Social Media Marketing on Consumer Purchasing Decisions
Pearson Journal Of Social Sciences & Humanities, 2024
This study investigates the impact of social media marketing on consumer buying behavior in Afghanistan. By analyzing responses from a structured questionnaire distributed among Afghan social media users, the research explores the influence of demographic factors, social media usage patterns, and specific marketing strategies. The findings reveal that social media marketing significantly affects consumer purchasing decisions, with younger consumers (ages 18-34) showing a higher susceptibility to marketing messages. Notably, 60% of respondents reported making purchases based on social media advertisements, indicating a strong positive influence. The study also highlights that the amount of time spent on social media correlates with increased likelihood of purchasing based on advertisements encountered online. Among the various types of social media content, promotions and discounts emerged as the most engaging and effective in driving consumer behavior, followed by product updates and user-generated content. Ethical considerations, such as data privacy and content authenticity, are emphasized as crucial factors in maintaining consumer trust and ensuring effective engagement. The research provides valuable insights for marketers aiming to optimize their social media strategies to better influence consumer buying behavior in Afghanistan. Future research is suggested to explore the long-term effects of social media marketing and the role of cultural and socioeconomic factors in shaping consumer responses.
— Recent years have witnessed the rise of new media channels such as Facebook, YouTube, Google, and Twitter, which enable customers to take a more active role as market players and can be reached by almost everyone, anywhere and anytime. These new media threaten long established business models and corporate strategies, but also provide ample opportunities for growth through new adaptive strategies. Online branding and other social media networks have a growing role in marketing, which has important implications for how consumers, channels, and companies perform. In social media settings, consumers provide online feedback about products, and this feedback is visible to other agents, including other consumers, channel partners, competitors, and investors. This paper introduces a new ''pinball'' framework of new media's impact on relationships with customers and identifies key new media phenomena which companies should take into account when managing their relationships with customers in the new media universe. For each phenomenon, we identify challenges for researchers and managers which relate to: (a) The understanding of consumer behavior (b) The use of new media to successfully manage customer interactions (c) The effective measurement of customers' activities and outcomes.
Perceptions of a Brand’s Social Media Marketing on Consumers Loyalty
International Journal of Law, Government and Communication
At present, from Malaysia’s population that consists of over 32 million people, 91.7% are social media users. This data is an evidence that businesses need to move to the online platforms to be able to reach more customers and to ensure the customers retention and loyalty. Therefore, this research investigates and describes the concept of consumer perception of a brand’s social media marketing on consumers’ loyalty. The study examines the different approaches adopted by companies to build their loyal customer. Consequently, there are four variables that have been discussed in this study which are trendiness, customer experience, community outreach and customer expectation. All of these factors were analysed using frequency analysis, descriptive analysis, reliability analysis, multiple regression analysis and correlation analysis. The results show that there is a significant relationship between customer experience and customer expectation and customer loyalty. Whereas, customer outr...
Customers' Attitude towards Social Media Marketing
The usage of Social Media is increasing exponentially to satisfy the social needs of internet users, at the same time it has also increased the opportunities for corporate to market their products & services in a personalized way. The past record shows that social media has contributed significantly in changing the perception of customers in buying process. Organizations can't ignore the growing importance of social networking sites on the buying behavior of customers. This paper is an attempt to examine the extent of social media in making /influencing buying decision of customers. The paper is based on descriptive research design & close ended questionnaire is used to collect the primary data from social media users. Conclusions of paper reveal the attitude of customers' towards social media marketing
Building and maintaining brand loyalty are one of the central themes of research for marketers for a very long time. Marketers have utilized various means to maintain the brand loyalty of their customers. One of the recent means is the social media marketing. The aim of this study is to identify the effect of social media marketing on brand loyalty of the consumers, given that the concept is receiving increasing attention from marketing academia and practitioners. The scope of the study consists of customers who follow at least one brand on the social media in Turkey and the data were collected through the administration of a structured questionnaire with a sample of 338 people and tested via stepwise multiple regression analysis. The results of the study showed that brand loyalty of the customers is positively affected when the brand (1) offers advantageous campaigns, (2) offers relevant content, (3) offers popular contents, (4) appears on various platforms and offers applications on social media; were used by using SPSS 17.0 version. Customers prefer to share music, technological-related, and funny contents on social media platforms. Based on our results, this study can be considered as a pioneer in this new area of marketing, and propose several tactics for the practitioners.
Examining the Response of Consumers to Social Media Marketing
Examining the Response of Consumers to Social Media Marketing, 2021
This study is concerned with examining the relationship of digital marketing strategies with the customers purchasing decision and loyalty. Social media marketing is the future of online marketing and has an immense market waiting to be tapped in the Addis Ababa region. Social and digital marketing offers opportunities to organizations through lower costs, improved brand awareness and increased sales. This study examines the value of the social media marketing platforms selected (Facebook,Instagram and Twitter) using the findings from the literature review as well as from primary and secondary data sources. This study utilizes both quantitative and qualitative forms of investigation it is also written in a descriptive type format. Due to the very small sample size generalising the conclusion would be hindrance.
The Impact of Social Media Marketing on Brand Loyalty
Procedia-Social and Behavioral Sciences, 2012
Building and maintaining brand loyalty are one of the central themes of research for marketers for a very long time. Marketers have utilized various means to maintain the brand loyalty of their customers. One of the recent means is the social media marketing. The aim of this study is to identify the effect of social media marketing on brand loyalty of the consumers, given that the concept is receiving increasing attention from marketing academia and practitioners. The scope of the study consists of customers who follow at least one brand on the social media in Turkey and the data were collected through the administration of a structured questionnaire with a sample of 338 people and tested via stepwise multiple regression analysis. The results of the study showed that brand loyalty of the customers is positively affected when the brand (1) offers advantageous campaigns, (2) offers relevant content, (3) offers popular contents, (4) appears on various platforms and offers applications on social media; were used by using SPSS 17.0 version. Customers prefer to share music, technological-related, and funny contents on social media platforms. Based on our results, this study can be considered as a pioneer in this new area of marketing, and propose several tactics for the practitioners.
Influencing Factors of Social Media Marketing on Consumers Buying Decisions
Asian Journal of Managerial Science, 2019
In recent years, the world has witnessed a kind of social communication between humans in virtual cyberspace. The social networking is popular in marketing which utilizes the platform to present various marketing programs and strategies. The study based on the affecting influencing factors of social media marketing such as technology, infrastructure, culture, society in consumers’ buying decision in Saudi Arabia.The research focuses on consumer’s behavior and responses, in terms of indirect advertising, exaggerating on praising the product or service, false advertising, deceitful, and unprofessional behaviors. The research was carried out the buying behavior of customer through survey questionnaire. The results of the study concluded there is a relationship between Social media marketing on consumer purchasing decisions. The result further shows that e-advertising on the social media platforms has a negative impact on consumer purchasing behavior by stealth advertisement, unethical ...