THE INFLUENCE OF SOCIAL MEDIA ON CONSUMERS PURCHASE DECISION: THE CASE OF QATAR

الموضوعات

إدارة

الملخص

The consumer journey is highly influenced by social media as more people spent a significant portion of their time online. The increased understanding of how consumers make decisions has been widely studied and codified into models. Using the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) this study examines the extent of influence of social media marketing on consumer purchase decisions in Qatar and the challenges that could prevent the full utilization of social media marketing in Qatar. The study collected survey data from online users in Qatar based on a link shared on social media platforms. The results reveal the significant impact exerted by social media in molding consumer buying behaviors in Qatar. Although the nation has a high rate of social media participation, it lags behind worldwide trends in terms of online sales, indicating a notable discrepancy. Trust has a crucial role in influencing behavioral intentions, but perceived value also has a big influence on consumer choices. This research emphasizes the need for firms to customize marketing tactics to the distinctive social media environment in Qatar, recognizing the difficulties and possibilities inherent therein. The research provides detailed and valuable data that might be advantageous for companies, marketing professionals, and legislators that want to understand and improve Qatar's digital consumer ecosystem. It highlights the need of tailored marketing strategies that connect the online portrayal of a product or service with the actual number of sales. This involves resolving any differences that have been detected and making the most of the opportunities provided by social media to influence customer behavior.

روابط وملفات

التعريف والنوع

رقم الوثيقة

f64df74c-2a80-4797-b87d-4a940f13fe6f

رقم العقد

0

نوع الوسائط

Crawler

نوع المحتوى

الرسائل العلمية

صيغة المصدر

رسائل ماجيستير

نوع الملف

pdf text

أسماء الملفات

2327107_1.pdf

بيانات النشر

ألقاب المؤلفين

[{"name_ar":"Emad Abu-Shanab ","title_ar":"اشراف","title_en":"Supervision"},{"name_ar":"Nawal Nasser R H Almarri","title_ar":"اعداد","title_en":"Preparation"}]

اللغة

English

المصدر والدورية

اسم المصدر

THE INFLUENCE OF SOCIAL MEDIA ON CONSUMERS PURCHASE DECISION: THE CASE OF QATAR

المحتوى والصفحات

عدد الصفحات

0

كلمات الباحثين

Social Media - Consumer Behavior- Purchase Decisions -UTAUT Model- Marketing Strategies

إشراف وإعداد

الإشراف

Emad Abu-Shanab

الإعداد

Nawal Nasser R H Almarri

الاقتباسات الببليوغرافية