Impacts of social media on the buying intention of the consumers in Edinburgh, UK

Abdallah AlShawabkeh, Mohammed T. Nuseir and Ahmad Aljumah

International Journal of Procurement Management, 2021, vol. 14, issue 4, 470-486

Abstract: This research is based on the effects of social media marketing in enhancing customer awareness and its impacts on changing the buying intentions of the customers. Nowadays, social media created an opportunity for online consumers towards making online interactions with their peers and vendor companies through the internet. This study helps to understand the role of social media in developing e-commerce with the help of the SEM-PLS model. The collected data for the survey shows that social media interact with the consumers and increase their trust in enhancing their buying decisions directly. Perceived usefulness (PU) is also identified in this study. The result of the research is discussed thoroughly by the researcher. At last, proper implications, limitations, and recommendations are also drawn by the researcher.

Keywords: social media marketing; buying intention; online consumers; trust; perceived usefulness; social networking sites; e-commerce; social support; PLS-SEM model; social community; social factors; UK. (search for similar items in EconPapers)
Date: 2021
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