The Impact Of Social Media Marketing On Consumer Purchase Intention In Medina City

Abstract

One important way of marketing is E-marketing nowadays which can increase efficiency and effectiveness in traditional marketing function. And one big profitable form important to consider in E-marketing is social media marketing. This research investigates how companies in Medina can use social media marketing to influence consumers behavior specially their intention to purchase and how can they exploit it to make more profit. A quantitative approach has been applied in this study to test the hypotheses and analyze the findings and the primary data collected using online questionnaire from 121 respondents from Medina city. The data has been analyzed using SPSS software for descriptive data analysis, and correlation , factor analysis and regression to analyze the impact of the social media marketing on the purchasing intention of the consumer.