000			02954nam a22002657a 4500
003			KOHA
005			20250110104906.0
008			240927d2024 cy d|||| |||| 00| 0 eng d
040			_aCY-NiCIU _beng _cCY-NiCIU _erda
041			_aeng
090			_aYL 3594 _bA28 2024
100	1		_aAburagiba, Bakeer Omar Bakeer
245	1	4	_aTHE IMPACT OF SOCIAL MEDIA MARKETING ON CONSUMER'S PURCHASE INTENTIONS: THE MEDIATING ROLE OF CUSTOMER TRUST / _cBAKEER OMAR BAKEER ABURAGIBA ; SUPERVISOR, DR. SAİME ULUÇAYLI
264			_c2024
300			_a63 sheets ; _c30 cm _e+1 CD ROM
336			_2rdacontent _atext _btxt
337			_2rdamedia _aunmediated _bn
338			_2rdacarrier _avolume _bnc
502			_aThesis (MBA) - Cyprus International University. Institute of Graduate Studies and Research Business Administration
520			_aMarket 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.
650		0	_aBusiness Administration _vDissertations, Academic
700	1		_aUluçaylı, Saime _esupervısor
942			_2ddc _cTS
999			_c293112 _d293112