أثر وسائل التواصل الاجتماعي على سلوك المستهلك اتجاه الأزياء الإسلامية : دراسة على عينة من الطالبات المحجبات في جامعة جيجل

الملخص EN

Social media becomes an important communication tool that people use to connect to other people or organization.

People use social media to share their experiences, reviews, information, advice, warnings, tips and/or any kind of issues that are interesting to their “connection” or friends.

That information is a helpful source, which may influence consumer’s decision-making.

Most of studies showed that people use information on social media as the guideline for their future purchase.

Also, social media is used as an advertising for the marketer.

Marketers take this advantage and create marketing strategy, which in turn could help them gain more customers.

Fashion industry is one of the businesses where frequent changes occur and social media is the most convenient and cheapest mean to communicate.

This study is an attempt to investigate the impact of social media on consumer behavior towards the Islamic fashion.

Data was gathered from a selfadministered questionnaire which was distributed to a purposive sample of veiled students who used social media at the University ofJijel.

The study used descriptive analytical approaches such as: means, and standard deviations to describe data and the simple and multiple regressions to test hypotheses.

The main results obtained through regression shows a significant impact of social media (User generated, Firm creation ) on purchase intention towards the Islamic fashion.