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The Impact of Social Media Marketing Strategies on Consumer Buying Behavior

BROWSE_DETAIL_CREATION_DATE: 17-07-2017

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BROWSE_DETAIL_TYPE: Thesis

BROWSE_DETAIL_SUB_TYPE: Masters

BROWSE_DETAIL_PUBLISH_STATE: Unpublished

BROWSE_DETAIL_FORMAT: PDF Document

BROWSE_DETAIL_LANG: English

BROWSE_DETAIL_SUBJECTS: TECHNOLOGY,

BROWSE_DETAIL_CREATORS: Zarroug, Seham Ali Abdalla Moh (Author),

BROWSE_DETAIL_CONTRIBUTERS: Ertürk, Korhan Levent (Advisor),

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social media marketing, consumer buying behavior, trust, awareness


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Social media marketing presents new changes in the consumer buying behavior towardspurchasing of brand product or service. The utilization of the social media hasbecome most important and an effective tool that perceived to improve the consumerdecision making, increase trust and awareness as well as more satisfaction for brand’sprofit and market sales growth. The main purpose of the research is to analyze howsocial media marketing tool has an impact on the consumer purchase decision makingprocess, how social media improve the customer trust and awareness about brandproducts or services.A research methodology was based on descriptive statistical approach (questionnaire)in which total 202 participants’ responses from people from Libya who are activelyengaged with social media and buying products or services. The findings of thepresent study is indicating that social media marketing have a positive impact on theconsumer buying behavior, awareness, trust, communication and improve the productivityof sales growth respectively and there are some factors can affect customerbuying decisions through social media.


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