Study of the impact of social networks on the purchasing behaviour of luxury brands in Morocco

Etude de l'impact des réseaux sociaux sur le comportement d'achat des marques de luxe au Maroc

Yahya Hassine and Kaoutar Alhaderi
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Yahya Hassine: UIT - Université Ibn Tofaïl

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Abstract: This study explores the impact of social networks on the purchasing behaviour of luxury brand consumers in Morocco, by focusing on startups using social media platforms with a literature review emphasizes the main research objective is to know the characteristics of online shopping with luxury products. The results show that social networks increase visibility and influence the perception of luxury brands, especially among educated young adults, while raising concerns about the quality of Moroccan startups' products.

Keywords: Réseaux sociaux Comportement d'achat Attitude Perception; Maroc Social networks Shopping behaviour Attitude Perception Morocco; Réseaux sociaux; Comportement d'achat; Attitude; Perception; Maroc Social networks; Shopping behaviour; Morocco (search for similar items in EconPapers)
Date: 2024-08-15
New Economics Papers: this item is included in nep-ara
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Published in International Journal of Research in Economics and Finance, inPress, 1 (2), pp.20-34. ⟨10.71420/ijref.v1i2.15⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04964050

DOI: 10.71420/ijref.v1i2.15

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