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Erschienen in:
Assessment of the Perception of Usage of Facebook as a Business Tool in SMEs Through the Technological Acceptance Model (TAM) and Structural Equation Modeling Kapitel lesen Erstes Kapitel lesen

2023 | OriginalPaper | Buchkapitel

Impact of Social Media Marketing on Creating Brand Responsiveness

verfasst von : Nancy Abdullah Shamaileh, Mohammed Saleem Khlif Alshura, Enas Ahmad Alshuqairat, Anber Abraheem Shlash Mohammad, Zaki Abdellateef Khalaf Khalaylah, Barween Al Kurdi, Sulieman Ibraheem Shelash Al-Hawary, Muhammad Turki Alshurideh, Maali M. Al-mzary

Erschienen in: The Effect of Information Technology on Business and Marketing Intelligence Systems

Verlag: Springer International Publishing

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Abstract

The aim of the study to examine the Impact of social media marketing on creating brand responsiveness. It focused on public universities in Jordan. Data were primarily gathered through self-reported questionnaires creating by Google Forms which were distributed to a sample (785) student via email. In total, (564) responses were received including (38) invalid to statistical analysis due to uncompleted or inaccurate. Hence, the final sample contained (526) responses suitable to analysis requirements. Structural equation modeling (SEM) was conducted to test hypotheses. The results showed that social media marketing dimensions had impact on creating the response to the brand. However, the results indicated that the highest impact was for e-word of mouth. Based on the results of the study, the researchers recommend educating young people about the concepts associated with the use of marketing social media from breach of privacy and addiction to its use.

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Vorheriges Kapitel The Impact of the Digital Marketing for Education Services on the Mental Image for Students in Private Universities in Jordan
Nächstes Kapitel Evaluation of the Digital Divide Status and Its Impact on the Use of TikTok Platform Through E-Commerce Activities
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Metadaten
Titel
Impact of Social Media Marketing on Creating Brand Responsiveness
verfasst von
Nancy Abdullah Shamaileh
Mohammed Saleem Khlif Alshura
Enas Ahmad Alshuqairat
Anber Abraheem Shlash Mohammad
Zaki Abdellateef Khalaf Khalaylah
Barween Al Kurdi
Sulieman Ibraheem Shelash Al-Hawary
Muhammad Turki Alshurideh
Maali M. Al-mzary
Copyright-Jahr
2023
Buch
The Effect of Information Technology on Business and Marketing Intelligence Systems

Print ISBN: 978-3-031-12381-8

Electronic ISBN: 978-3-031-12382-5

Copyright-Jahr: 2023

DOI
https://doi.org/10.1007/978-3-031-12382-5_13

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