أثر استخدام مواقع التواصل الاجتماعي على السلوك الشرائي من خلال الكلمة المنطوقة الالكترونية "دراسة تطبيقية لقطاع الملابس في الاردن"

الياسين, مضاء فيصل محمد (2017) أثر استخدام مواقع التواصل الاجتماعي على السلوك الشرائي من خلال الكلمة المنطوقة الالكترونية "دراسة تطبيقية لقطاع الملابس في الاردن". Masters thesis, جامعة الشرق الاوسط.

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Abstract

The aim of this study is to identify “An Impact of Using social Media on Purchasing Behavior through Electronic Word of Mouth – Empirical Study of Clothing Sector in Jordan”, In this study, (396) respondents from different users of social media networks on the pages of who are competent clothes sellers. The researcher relied on the questionnaire designed for the study to gather data, and he has followed and used the descriptive analytical method, and used the SPSS V.20 program. The study results reveal that there is an impact of using social media (awareness of social media characteristics, interaction with social media) on purchasing behavior through electronic word of mouth (both celebrities and friends) about clothing sector in Jordan. In light of the findings of the study, the researcher made a number of recommendations, the most important of which are: Providing sufficient informative details about the products displayed on the companies social media pages specialized in clothing sector, such as: available colors and measurements etc., and to confirm post-sale س follow-up to ensure customers satisfaction feedback, due to its magnificent impact on the existing and potential customers’ electronic word of mouth (eWOM) about the products that affects the purchasing behavior in order to maximize companies’ sales volume. Keywords: Social Media on Purchasing Behavior,Electronic Word of Mouth, Clothing Sector in Jordan

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