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Register a new userThe Role of Social Media in Influencing on The Stages of The Purchase Process ) A field study on the customers of Syrian Mobile Telecommunications Companies)
دور وسائل التواصل الاجتماعي في التأثير على مراحل عملية الشراء دراسة ميدانية على عملاء شركات الاتصالات الخليوية السورية
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Added by
Tishreen University ورقة بحثية
Publication date
2018
fields
Business Management
and research's language is
العربية
Created by
Shamra Editor
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هدف البحث إلى دراسة العلاقة بين استخدام عملاء شركات الاتصالات الخليوية السورية لوسائل التواصل الاجتماعي (فيسبوك) لأغراض تسويقية، و قدرتها على التأثير في العملاء في كل مرحلة من مراحل عملية الشراء التي تتضمن: مرحلة توليد الحاجة، مرحلة البحث عن البدائل، مرحلة تقييم البدائل، مرحلة اتخاذ قرار الشراء، و مرحلة ما بعد الشراء. و لتحقيق ذلك تمّ صياغة فرضية رئيسة يتفرع عنها خمس فرضيات فرعية، و استخدم الباحث أسلوب الاستبانة لجمع البيانات الّتي تمّ تحليلها باستخدام اختبارات إحصائيّة أهمّها: اختبار الوسط الحسابي One- Sample T. test، و اختبار الارتباط الثّنائي Pearson Correlation. و قد توصل الباحث إلى عدّة نتائج أهمّها: وجود علاقة إيجابية قوية بين استخدام عملاء شركات الاتصالات الخليوية السورية لوسائل التواصل الاجتماعي (فيسبوك) لأغراض تسويقية، و جميع مراحل عملية الشراء.
The study aimed to study the relationship between the use of the Syrian mobile telecommunications companies' customers for social media (Facebook) for marketing purposes, and their ability to influence customers at each stage of the purchase process, which includes:: the generation phase of the need, the stage of the search for alternatives, the stage of evaluating the alternatives, the stage of making the purchase decision, and the post-purchase phase. In order to achieve this, a main hypothesis was formulated with five sub-hypotheses. The researcher used the questionnaire technique to collect the data analyzed using statistical tests, the most important being the one-sample T. test and the Pearson Correlation test. The researcher has reached several results, the most important of which is: There is a strong positive correlation between the use of the Syrian mobile telecommunications companies' customers for social media (Facebook) for marketing purposes and all stages of the purchase process.
References used
CAMBRIDGE ENGLISH DICTIONARY(2018). e-marketing definition. Available at: https://dictionary.cambridge.org/us/dictionary/english/e-marketing
CVIJIKJ, I. CETIN, G. KARPISCHEK, S. & MICHAHELLES, F. (2010). The Influence of Facebook on Purchase Decision Making. Research Paper, Department of Management, Technology and Economics ETH Zurich, Switzerland
CHAFFY D.)2006(.Internet marketing: strategy-implementation and practice. 3rdedition, England, 9
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Growing importance of social networking sites in the science of services steadily
as a concept that includes a number of important implications dimensions in the
process of client assessment of the product and the organization together,
especially
in light of the great similarity of the services provided, so that they
increase the organization profits and support their competitiveness and reduce the
need for promotion condenser and a barrier to other organizations, preventing
them from entering the market, and can open up new markets when the
organization growth depends on penetrating new markets, and ensure the
organization and its continuity and improved survival at the end of the mental
image.
The research aims to shed light on the social networking sites, and drew attention
to the communications organizations need to focus on their role in influencing
the mental image.
The search results indicate that social networking sites have a positive impact on
.improving the mental image of the organizations communications.
The reseearch studied institutional advertising and its effect on clients’ satisfaction.
The research gave suggestions to the Syrian banks that help banks choose the most
effective type of institutional advertising in order to reach a high level of
clients’
satisfaction. Descriptive statics were used to test the hypothesis and to describe the
relationship between variables. Previous studies in this field were reviewed. Primary data
were collected through conducting a questionnaire on a sample of (210) clients of private
and public banks. The questionnaire was to measure both the dependent variable (clients’
satisfaction), and the independent variable (institutional advertising).
The research found the following results:
1- There is a statistically significant influence between institutional advertising and
clients’ satisfaction.
2- Institutional advertising accounts only to (43.7%) of the changes in the clients’
satisfaction.
3- There is a statistically significant influence of the type of institutional advertising
used on clients’ satisfaction.
5- Institutional advertising that supports a cause has the most significant influence on the
satisfaction of banks’ clients, followed by institutional advertising that promotes a
positive image of the bank.
This research studied the tools of the promotional mix and their role in attracting
banks’ customers. The research was conducted on a sample of 210 customers of private
and public banks in the coastal area of Syria. Descriptive statics were used to
test the
hypothesis and to describe the relationship between variables. The SPSS program was used
and some descriptive statistic models were utilized (frequencies، different correlation
coefficients)
The research found the following results:
1- There is a statistically significant influence between the role of the promotional
mix’s tools and attracting banks’ customers.
2- There is a statistically significant influence between advertising, public relations
and publicity, sales promotion, personal selling, internet and interactive marketing and
attracting banks’ customers
3- There is a no statically significant influence between direct marketing and
attracting banks’ customers
4- Most of the studied customers believed that the promotional activities done by the
banks have a big role in maintaining banks’ name in the market.
هدفت الد ا رسة إلى معرفة الآتي:
-1 درجة تطبيق التوجه نحو العملاء في شركات الاتصالات السورية؟
-2 درجة تطبيق التوجه نحو المنافسين في شركات الاتصالات السورية؟
-3 درجة تطبيق التوجه نحو الإبداع في شركات الاتصالات السورية؟
-4 درجة تطبيق التوجه نحو التك
نولوجيا في شركات الاتصالات السورية؟
-5 واقع صنع القرارات في شركات الاتصالات السورية؟
-6 أثر أبعاد التوجه الاستراتيجي على صناعة القرارات في شركات الاتصالات السورية؟
-7 دلالة الفروق في أبعاد التوجه الاستراتيجي وفق متغير المستوى الإداري .
-8 دلالة الفروق في عملية صناعة القرارات وفق متغير المستوى الإداري .
This study aimed to identify the concept of sensory marketing and its importance and the definition of the concept of impulse purchase decision, as well as to analyze the impact of sensory marketing on the impulse purchase decision among consumers. T
o achieve this, the researcher conducted a survey on consumers of Seif beauty clinic in Lattakia governorate. The study reached a set of results, the most important of which was the existence of a significant relationship between sensory marketing on the one hand and personal, external and circumstantial factors affecting the impulsive buying decision among consumers of Seif beauty clinic products and preparations: The research also presented a set of proposals and recommendations that could help companies specialized in marketing such products to understand how to influence the consumer's buying decision, especially (impulse buying).
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