The Impact of Corporate Social Media Practices on Responsible Purchasing Behavior of Consumers in Morocco

Bouaddi Mohamed (), El Filali Mohamed, Lahriga Meryem, Maizzou Said and Beddaa Mohammed
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Bouaddi Mohamed: Moulay Ismail University
El Filali Mohamed: Mohammed V University
Lahriga Meryem: Sidi Mohamed Ben Abdellah University
Maizzou Said: Hassan First University
Beddaa Mohammed: Mohammed First University

A chapter in Proceedings of the International Conference on Multidisciplinary Research in Management and Economics (ICMRME 2025), 2025, pp 433-452 from Springer

Abstract: Abstract This study explores the influence of corporate social media practices on responsible purchasing behavior and customer loyalty, with a focus on transparency, social media engagement, influencers, corporate social responsibility (CSR)-related content, user-generated content (UGC), and targeted social media advertising. Through Structural Equation Modeling (SEM), the study tests the relationships between these constructs and their impact on responsible consumer behavior and loyalty. The results reveal significant direct and indirect effects, indicating that social media engagement, transparency, influencers, CSR-related content, UGC, and targeted advertising all positively influence responsible purchasing behavior. Furthermore, responsible purchasing behavior significantly enhances customer loyalty. These findings highlight the importance of companies leveraging social media platforms to communicate their ethical practices, build consumer trust, and encourage responsible consumption. The study provides valuable insights for companies aiming to strengthen their marketing strategies by integrating social media practices that resonate with ethically-minded consumers. These strategies not only enhance customer loyalty but also contribute to the promotion of sustainable and socially responsible purchasing decisions.

Keywords: Corporate Social Media Engagement; Responsible Purchasing Behavior; Transparency; Social Media Influencers; Customer Loyalty (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-892-9_24

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DOI: 10.2991/978-94-6463-892-9_24

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