THE IMPACT OF SOCIAL MEDIA MARKETING ON CONSUMER'S PURCHASE INTENTIONS: THE MEDIATING ROLE OF CUSTOMER TRUST / BAKEER OMAR BAKEER ABURAGIBA ; SUPERVISOR, DR. SAİME ULUÇAYLI

Yazar: Katkıda bulunan(lar):Dil: İngilizce 2024Tanım: 63 sheets ; 30 cm +1 CD ROMİçerik türü:
  • text
Ortam türü:
  • unmediated
Taşıyıcı türü:
  • volume
Konu(lar): Tez notu: Thesis (MBA) - Cyprus International University. Institute of Graduate Studies and Research Business Administration Özet: Market and promotional activities play the important role in the overall goal of customer development, profitability, and corporate sustained success. The current market landscape is increasingly competitive due to evolving markets, globalization, and rapid technological innovations, reshaping the business environment. The capabilities of Facebook, Instagram, WhatsApp, TikTok, Twitter, etc., as leaders in social media are guiding the marketing industry into new directions through social media marketing. Lately, social media is present in the lives of millions of people all over the world. capturing the attention of marketers. This study aims to explore its influence on North Cyprus consumers' purchase intentions. Using a quantitative approach with primary data collected from North Cyprus, the study surveyed 283 participants, all whose responses were utilized for analysis. The outcomes reveal the hypothesis that trust, and social media have significant effects on intention to purchase products. Research also reveals that out of all social networking site, Instagram is the most effective. It demonstrates that social media marketing on Instagram has a more pronounced effect on purchase intentions compared to trust-building efforts. Therefore, enhancing the quality and engagement of Instagram content can bolster consumer trust, underscoring its pivotal role in influencing customer purchasing behavior in e-commerce contexts. Moreover, the research indicates that businesses should not only concentrate on posting content that is interesting but also respond to customers’ comments, messages, and stories. Such an interaction creates a feeling of togetherness and commitment among the consumers, which in turn strengthens their trust and increases chances of repeat business. The study also stresses on the need to engage in both promotional and trust building activities on social media to increase consumers’ engagement and sales.
Materyal türü: Thesis
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Thesis Thesis CIU LIBRARY Depo Tez Koleksiyonu YL 3594 A28 2024 (Rafa gözat(Aşağıda açılır)) C.1 Kullanılabilir Business Adminstration T4041
Suppl. CD Suppl. CD CIU LIBRARY Görsel İşitsel Tez Koleksiyonu YL 3594 A28 2024 (Rafa gözat(Aşağıda açılır)) C.1 Kullanılabilir Business Adminstration CDT4041
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Thesis (MBA) - Cyprus International University. Institute of Graduate Studies and Research Business Administration

Market and promotional activities play the important role in the overall goal of customer development, profitability, and corporate sustained success. The current market landscape is increasingly competitive due to evolving markets, globalization, and rapid technological innovations, reshaping the business environment. The capabilities of Facebook, Instagram, WhatsApp, TikTok, Twitter, etc., as leaders in social media are guiding the marketing industry into new directions through social media marketing. Lately, social media is present in the lives of millions of people all over the world. capturing the attention of marketers. This study aims to explore its influence on North Cyprus consumers' purchase intentions. Using a quantitative approach with primary data collected from North Cyprus, the study surveyed 283 participants, all whose responses were utilized for analysis. The outcomes reveal the hypothesis that trust, and social media have significant effects on intention to purchase products. Research also reveals that out of all social networking site, Instagram is the most effective. It demonstrates that social media marketing on Instagram has a more pronounced effect on purchase intentions compared to trust-building efforts. Therefore, enhancing the quality and engagement of Instagram content can bolster consumer trust, underscoring its pivotal role in influencing customer purchasing behavior in e-commerce contexts. Moreover, the research indicates that businesses should not only concentrate on posting content that is interesting but also respond to customers’ comments, messages, and stories. Such an interaction creates a feeling of togetherness and commitment among the consumers, which in turn strengthens their trust and increases chances of repeat business. The study also stresses on the need to engage in both promotional and trust building activities on social media to increase consumers’ engagement and sales.

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