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Exploratory Study: How Social Networks Effect the Purchasing Intentions of Moroccan Consumers?

In: Strategic Innovative Marketing and Tourism

Author

Listed:
  • M. Chouaib Dakouan

    (Hassan II University)

  • M. Redouane Benabdelouahed

    (Hassan II University)

Abstract

This article aims to explain the effect of content broadcast on social networks on the purchasing intentions of Moroccan consumers. To do so, the authors conducted a survey on 500 social networks users in Morocco in 2018. Results show that there’s a huge impact of shared content on the purchasing decisions. This study will also help to determine the factors that influence the decisions of Moroccan consumers on social media channels. Due to the current economic situation in Morocco caused by the stop of purchase of some products by the customers, this study can help the professionals find some measures to take into account for their future communication campaigns.

Suggested Citation

  • M. Chouaib Dakouan & M. Redouane Benabdelouahed, 2019. "Exploratory Study: How Social Networks Effect the Purchasing Intentions of Moroccan Consumers?," Springer Proceedings in Business and Economics, in: Androniki Kavoura & Efstathios Kefallonitis & Apostolos Giovanis (ed.), Strategic Innovative Marketing and Tourism, pages 943-953, Springer.
    • Handle: RePEc:spr:prbchp:978-3-030-12453-3_109
    DOI: 10.1007/978-3-030-12453-3_109
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