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The Influence of Social Media Applications on Youth Purchasing Decision at the University of Jordan

Author

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  • Basma Shamieh

    (The Department of Management Technology (FMT), School of Management Technology, Federal University of Technology, Owerri, Imo state NigeriaTalal Abu-Ghazaleh University College for Innovation, Jordan)

  • Mohamad Shehada

    (Talal Abu-Ghazaleh University College for Innovation, Jordan)

Abstract

The research aims to find out “The Influence of Social Media Applications on Youth Purchasing Decision at the University of Jordan”. The data was collected using an online questionnaire. The questionnaire was distributed to a sample of 100 students at the University of Jordan via WhatsApp and Facebook pages. The response rate consisted of 88 respondents and the valid ones were 81. Statistical analysis was performed using Statistical Package for Social Sciences (SPSS) to find out the influence of social media applications on the youth purchasing decisions. The paper finds that there is a significant influence of the popular used social media applications (Facebook, Instagram, Snapchat, Twitter, YouTube, and WhatsApp) on the youth purchasing decisions at the University of Jordan.

Suggested Citation

  • Basma Shamieh & Mohamad Shehada, 2020. "The Influence of Social Media Applications on Youth Purchasing Decision at the University of Jordan," International Journal of Management Science and Business Administration, Inovatus Services Ltd., vol. 6(4), pages 30-41, May.
    • Handle: RePEc:mgs:ijmsba:v:6:y:2020:i:4:p:30-41
    DOI: 10.18775/ijmsba.1849-5664-5419.2014.64.1003
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    References listed on IDEAS

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    1. Alina Stankevich, 2017. "Explaining the Consumer Decision-Making Process: Critical Literature Review," Journal of International Business Research and Marketing, Inovatus Services Ltd., vol. 2(6), pages 7-14, September.
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    More about this item

    Keywords

    Social Media Applications; Purchasing Decisions; Facebook; WhatsApp; Instagram; Snapchat; Twitter; YouTube;
    All these keywords.

    JEL classification:

    • M00 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - General - - - General

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