The Effect of Social Media Promotion on Consumer Purchase Behaviors
Keywords:
Social Media Promotion, Consumer Purchase BehaviorAbstract
The increasing popularity of social media has changed the manner in which consumers respond to products as well as their purchasing behavior. Currently, a large number of people make use of social networking sites like Facebook, Instagram, TikTok, and Snapchat to market their products, thereby impacting the buying decisions of consumers. At the same time, the popularity of e-commerce platforms, especially Amazon, has been on the increase in Baghdad. This has not been the subject of research despite its impact on buying behavior, as this research aims to investigate the impact of social networking on the buying decisions of Baghdadian Amazon users. The questionnaire was administered to around 150 respondents in order to explore the impact of social networking on the respondents' buying behavior. This analysis examines relationships between social media marketing promotion, customer trust, purchase intentions, and buying behaviors through multiple regression analysis, correlation analysis, and descriptive statistics. The empirical findings show that advertising on social platforms positively impacts purchase intentions and buying behaviors; this is largely attributed to customer reviews, social promotion discounts, and endorsement by social influencers. However, platform trust plays an important role in influencing relationships between social marketing promotion and buying behaviors on these online platforms. Other key factors that mitigate this impact or reduce its significance are demographic elements namely age, gender, and income levels in this research study. In this context, it can be concluded that social influencers are an important aspect for social platform marketing that must be addressed by online sellers if they are seeking to maximize social platform marketing impact in locations such as Baghdad.sales.
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