The effect of social media use on purchasing decisions (An exploratory study on a sample of students of the fourth stage of evening studies - Department of Business Administration - College of Administration and Economics - University of Basra) | ||
| مجلة جامعة الانبار للعلوم الاقتصادیة والاداریة | ||
| Article 10, Volume 13, Issue 2, May 2021, Pages 171-192 PDF (879.17 K) | ||
| Author | ||
| Thaer Khalf Khashan . | ||
| . | ||
| Abstract | ||
| The research aims to shed light on the level of social media use by society in general and students in the College of Administration and Economics in particular in light of Corona, and has been relying on the method of the questionnaire in the study of the research as the research included the independent variable represented by "social media" and either the variable The subordinate has included the stages of the purchasing decision, which consisted of "feeling the need, gathering information about available alternatives, evaluating alternatives, the actual purchase decision and finally post-purchase evaluation. The research relied on the statistical program spss in interpreting the research variables, and the research reached many conclusions, including the following: Social media contributes to providing a huge amount of information and speed in communication between individuals and groups despite the distance distances as well as the shortening of time, in addition to social media effectively influencing the consumer's purchasing decision. | ||
| Keywords | ||
| Social Media; purchasing decision | ||
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