文章基本信息

标题：The Impact of Social Media Marketing on Consumer Purchase Intention: Consumer Survey in Saudi Arabia
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作者：Esraa Alfeel ; Zaid Ahmad Ansari
期刊名称：Journal of Marketing and Consumer Research
电子版ISSN：2422-8451
出版年度：2019
卷号：56
页码：13-22
DOI：10.7176/JMCR/56-03
出版社：International Institute for Science, Technology Education
摘要：The main purpose of the current research was to find out the impact of social media marketing on the purchase intention of the customers. The study was conducted in Saudi Arabia. It is a quantitative research based primary data collected through structured close ended questionnaire, distributed online. Results were drawn based on 121 responses using factor analysis, ANOVA and regression analysis. The results showed that 92.4% of the customer purchase intention has been explained by Social Media Marketing. The results are statistically significant.
关键词：Social Media Marketing; Saudi Arabia; nnConsumer Purchase Intention