أثر شبكة التواصل الاجتماعي على عملية اتخاذ القرار الشرائي للمستهلك في مدينة عمان

الملخص EN

The study aimed to a achieve a number of goals such as discovering the impact of social network on the consumer's decision of purchasing products and to investigate the impact of social network on every stage of purchase decision making .

The study population consisted of all consumers who buy their products that were advertised through social network in Amman City.

The study sample consisted of (500) consumers and (430) of them responded to the questionnaire but only (423) were found valid for analysis, with 85% response rate.

Statistical package for social sciences (SPSS) was used to analyze and test the hypotheses.

The study results indicated that there is a high impact of social network on Purchasing decision making at all stages: (1) the perception of the consumer of the product that was advertised through social networking, (2) to help consumers to fined different alternatives to satisfy their needs, (3) the ability to choose the suitable product, (4) the purchase of the product, (5) evaluate the decision after the purchase stage.

The study recommended: (1) Companies who are interested in advertising their products through social networking sites should provide enough information on their products and the company who produce products.

(2) companies should give the opportunities to consumers to express their opinion about the company goods and services,(3) Companies should utilize the social network more often in marketing their products because of the large number of end-users .