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Exploratory Study: How Social Networks Effect the Purchasing Intentions of Moroccan Consumers?

M. Chouaib Dakouan and M. Redouane Benabdelouahed
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M. Chouaib Dakouan: Hassan II University
M. Redouane Benabdelouahed: Hassan II University

A chapter in Strategic Innovative Marketing and Tourism, 2019, pp 943-953 from Springer

Abstract: Abstract This article aims to explain the effect of content broadcast on social networks on the purchasing intentions of Moroccan consumers. To do so, the authors conducted a survey on 500 social networks users in Morocco in 2018. Results show that there’s a huge impact of shared content on the purchasing decisions. This study will also help to determine the factors that influence the decisions of Moroccan consumers on social media channels. Due to the current economic situation in Morocco caused by the stop of purchase of some products by the customers, this study can help the professionals find some measures to take into account for their future communication campaigns.

Keywords: Social networks; Content; Communities; Media (search for similar items in EconPapers)
Date: 2019
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DOI: 10.1007/978-3-030-12453-3_109

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