Authors :
Mhd Anas Al Kabbane
Volume/Issue :
Volume 5 - 2020, Issue 8 - August
Google Scholar :
http://bitly.ws/9nMw
Scribd :
https://bit.ly/31CDJiG
DOI :
10.38124/IJISRT20AUG461
Abstract :
This study aimed to identify the impact of
social media advertising on making a buying decision
Internet of university students. In these days, social
media is one of the strongest approaches to promote,
sell or buy products or services. It is preferred by all
businesses regardless of the size and capability of the
companies to reach out millions of protentional
customers over the world. People are browsing the
internet and social media daily on the public
transportation and during their leisure time. Thug,
This is a great opportunity to create business
possibilities due to the potential of this market which
has been continuously growing in the past decade.
Therefore, this research focuses on finding out the key
factors of social media that affect the purchase
behaviour of university. For this reason, it is cantered
on the elements of the extent of satisfaction, the spent
time on social media, the strength of social media
compared to mass media, and reviews are written by
customers who have bought. Based on these factors,
four hypotheses of the study were developed as a part of
the research model. The conducted method was
quantitative research, and data was collected from
Istanbul university students. Data was analysed with
SPSS.
Keywords :
Social media, Platforms, purchase behavior, mass media, student’ attitude, reviews, advertisement.
This study aimed to identify the impact of
social media advertising on making a buying decision
Internet of university students. In these days, social
media is one of the strongest approaches to promote,
sell or buy products or services. It is preferred by all
businesses regardless of the size and capability of the
companies to reach out millions of protentional
customers over the world. People are browsing the
internet and social media daily on the public
transportation and during their leisure time. Thug,
This is a great opportunity to create business
possibilities due to the potential of this market which
has been continuously growing in the past decade.
Therefore, this research focuses on finding out the key
factors of social media that affect the purchase
behaviour of university. For this reason, it is cantered
on the elements of the extent of satisfaction, the spent
time on social media, the strength of social media
compared to mass media, and reviews are written by
customers who have bought. Based on these factors,
four hypotheses of the study were developed as a part of
the research model. The conducted method was
quantitative research, and data was collected from
Istanbul university students. Data was analysed with
SPSS.
Keywords :
Social media, Platforms, purchase behavior, mass media, student’ attitude, reviews, advertisement.
