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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

The Impact of Social Media on Purchase Intention at Jordanian Women Clothing Sector

verfasst von : Maram Amer Alkhlifat, Sanaà Nawaf Al-Nsour, Faraj Mazyed Faraj Aldaihani, Raed Ismael Ababneh, Mohammad Issa Ghafel Alkhawaldeh, Muhammad Turki Alshurideh, Sulieman Ibraheem Shelash Al-Hawary

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 was to examine the impact of social media on purchase intention. Therefore, it focused on Jordan-based companies operating in the women clothing sector. Data were primarily gathered through self-reported questionnaires created by Google Forms which were distributed to a random sample of (384) responses. In total, (370) responses were received including (6) invalid to statistical analysis due to uncompleted or inaccurate. Hence, the final sample contained (364) responses suitable to analysis requirements that were formed a response rate of (94.80%). structural equation modeling (SEM) was conducted to test hypotheses. The results showed that social media dimensions had a positive impact on purchase intention. Moreover, the results indicated that the highest impact was for Sharing Contents. Based on the previous results, the current study recommends organizations in the clothing sector to pay attention to social media and take advantage of it in advertising and marketing for the women’s clothing sector in Jordan, due to the impact of these sites on the purchase intention of consumers, emphasizing the importance of clarifying all information for products.

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Vorheriges Kapitel The Impact of Facebook Advertisements on Customer Attentions of Jordanian Female Young Users
Nächstes Kapitel The Impact of the Digital Marketing for Education Services on the Mental Image for Students in Private Universities in Jordan
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Metadaten
Titel
The Impact of Social Media on Purchase Intention at Jordanian Women Clothing Sector
verfasst von
Maram Amer Alkhlifat
Sanaà Nawaf Al-Nsour
Faraj Mazyed Faraj Aldaihani
Raed Ismael Ababneh
Mohammad Issa Ghafel Alkhawaldeh
Muhammad Turki Alshurideh
Sulieman Ibraheem Shelash Al-Hawary
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_11

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