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 | ||
| مجلة البحوث المالية والتجارية | ||
| Volume 25, Issue 2, April 2024, Pages 389-424 PDF (866.28 K) | ||
| Document Type: المقالة الأصلية | ||
| DOI: 10.21608/jsst.2024.253501.1706 | ||
| Author | ||
| Dr.aisha Tarek Noour noour* | ||
| Arab academy For Science, Technology, and Maritime Transport | ||
| Abstract | ||
| 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. | ||
| Keywords | ||
| Keywords: Social Media Marketing; Customer Trust; Customer Satisfaction; Customer Loyalty and Buying Decision-Making | ||
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