{"id":3921,"date":"2022-07-01T19:32:28","date_gmt":"2022-07-01T19:32:28","guid":{"rendered":"https:\/\/www.hnjournal.net\/?page_id=3921"},"modified":"2022-07-01T19:32:31","modified_gmt":"2022-07-01T19:32:31","slug":"3-7-3","status":"publish","type":"page","link":"https:\/\/www.hnjournal.net\/ar\/3-7-3\/","title":{"rendered":"THE EFFECT OF SOCIAL MEDIA MARKETING ON CONSUMER BEHAVIOR DURING COVID 19 IN JORDAN"},"content":{"rendered":"

Sara Zaki Mohammad Al Qaisi1<\/sup><\/strong><\/p>\n

\u0130stanbul Ticaret \u00dcniversitesi<\/p>\n

Email: sarazaki992@gmail.com<\/p>\n

Student id: 200023128<\/p>\n

Advisor: Assist. Prof. Evrim \u0130ldem Develi<\/strong><\/p>\n

HNSJ, 2022, 3(7); https:\/\/doi.org\/10.53796\/hnsj373<\/p>\n

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Published at 01\/07\/2022 Accepted at 12\/06\/2022 <\/strong><\/p>\n

Abstract <\/strong><\/p>\n

In the 21st century, the popularity of social media has grown. Companies and organizations are always looking for ways to use this new platform in their marketing strategy in order to boost business growth. As social media is a platform for networking and communication, it is critical for businesses to develop a voice in order to humanize the brand. This study examined the impact of social media on customer attitudes towards social media marketing and purchasing behavior from the perspective of different consumers in Jordan. Therefore, the study followed the descriptive analytical approach, and therefore a questionnaire was distributed to 384 participants to investigate their attitudes towards marketing through social media.<\/p>\n

The most important findings are that most of the respondents follow Facebook, that most of the respondents follow Netflix, and that most respondents use social media to socialize casually, and the least use to find employment. Most of the respondents have medium interests, most of the decision makers are in their homes, most of the respondents make their decisions regarding personal care, and most respondents buy brands that previously purchased, most respondents sometimes look for discounts, most respondents switch brands occasionally.<\/p>\n

INTRODUCTION<\/p>\n

\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0Almost two years had passed since one of the most bizarre viruses appeared on the market and began causing problems on countries all over the world. COVID-19 has had a wide-ranging influence, to say the least. Since the beginning of Corona, the whole globe has been subjected to a slew of negative events, including, but not limited to, social distancing, business decreases, capital reductions, distant working, and restricted travel.<\/p>\n

\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 The influence of COVID-19 has been enormous. It changed how business is conducted and caused many changes in society. As a result of the pandemic, the marketing industry has evolved significantly (Craven, Liu, Mysor, & M, 2020).<\/p>\n

\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Furthermore, the function and influence of social media as a marketing tool is expected to grow in importance since, at a time when social distancing is frequent, social media provides avenues for consumers to communicate with others without having physical touch. Social marketing eliminates the middlemen, providing brands the unique opportunity to have a direct relationship with their customers (Sudipto, 2018). As a result, COVID-19 will almost certainly result in changes in consumers’ use of social media during consumer behaviors.<\/p>\n

\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Moreover, social media, which includes information, images, promotions, discounts, and influencers, has the power to impact customer purchasing behavior. Ignoring online marketing is like opening a business but not telling anyone (Aaron, 2021). Brands and enterprises cannot ignore the effects of social media on consumer behavior. However, little has been published of social media marketing\u2019s impact on consumer\u2019s behavior during the pandemic since it happened not long ago.<\/p>\n

\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Thus, the focus of this study is to determine whether consumer\u2019s behavior is influenced by the social media marketing during the Covid19 or not. Specifically, the purpose of this study is to explore the extent to which social media marketing impact dominates and control consumers\u2019 behavior.<\/p>\n

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STATEMENT OF THE PROBLEM<\/strong><\/p>\n

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\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0Among the many tools that influence consumer\u2019s behavior is social media. Before covid 19 invaded the world, sellers, companies and businessmen and women did not pay much attention to social media marketing. They took the short-term benchmarks to gauge the progress of their business.<\/p>\n

\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Most studies back then focused on other tools yet forgetting the most essential tool which is \u201cSocial Media Marketing\u201d. The concern is bigger when it comes to promoting and delivering important information about the products or brands to consumers under the pressure of quarantine and the rest of the obstacles caused by the pandemic.<\/p>\n

\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 So, Social Media Marketing is about creating content that brings the audience together as a community and eliminates the middlemen, providing brands and products the unique opportunity to have a direct relationship with their customer.<\/p>\n

\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 For this reason, this research would be conducted as an attempt to address the business community to be aware of the significant role of Social Marketing on which their consumers\u2019 behavior will greatly depend.<\/p>\n

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PURPOSE OF THE STUDY<\/strong><\/p>\n

\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 The purpose of this present study is to investigate the impact of social media marketing on individuals\u2019 behavior during the pandemic of covid19. More specifically, this study will examine the behavior and perceptions of social media marketing and how it affects purchasing decisions among consumers.Although several researches that have been conducted on the effects of social media marketing on financial gains, the study\u2019s interests are specifically geared towards the examined effects of the use of social media on brand awareness and customer loyalty, which essentially could lead to an increase in business revenue<\/p>\n

The study will be conducted via surveys on social media presence of businesses with participants being regular consumers in Jordan.<\/p>\n

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RESEARCH QUESTIONS<\/strong><\/p>\n

The present study will attempt to answer the following research questions:<\/p>\n

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