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The Role of Social Media in Influencing on The Stages of The Purchase Process (A field study on the customers of Syrian Mobile Telecommunications Companies)

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 Publication date 2018
  fields Economy
and research's language is العربية
 Created by امانة التحرير مجلة جامعة تشرين




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Research summary
تزايد اهتمام الباحثين بتأثير وسائل التواصل الاجتماعي على عملية الشراء، حيث تهدف الدراسة إلى تحليل العلاقة بين استخدام عملاء شركات الاتصالات الخليوية السورية لوسائل التواصل الاجتماعي (فيسبوك) لأغراض تسويقية، وقدرتها على التأثير في العملاء في مراحل عملية الشراء المختلفة. تم صياغة فرضية رئيسة يتفرع عنها خمس فرضيات فرعية، واستخدم الباحثون الاستبانة لجمع البيانات التي تم تحليلها باستخدام اختبارات إحصائية مثل اختبار الوسط الحسابي واختبار الارتباط الثنائي. توصلت الدراسة إلى وجود علاقة إيجابية قوية بين استخدام وسائل التواصل الاجتماعي وجميع مراحل عملية الشراء. كما أظهرت النتائج أن العملاء يعتمدون بشكل كبير على تجارب الآخرين وعلى التفاعل مع الشركات عبر فيسبوك في اتخاذ قرارات الشراء وتكرارها.
Critical review
دراسة نقدية: تعتبر هذه الدراسة مهمة في سياقها حيث تسلط الضوء على تأثير وسائل التواصل الاجتماعي على سلوك المستهلكين في سوريا، إلا أنها قد تكون محدودة من حيث العينة المستخدمة والتي اقتصرت على 83 استبانة فقط، مما قد يؤثر على تعميم النتائج. كما أن الدراسة ركزت فقط على فيسبوك دون النظر إلى تأثير منصات أخرى مثل إنستغرام أو تويتر، والتي قد تكون لها تأثيرات مختلفة. بالإضافة إلى ذلك، كان من الممكن أن تكون الدراسة أكثر شمولية إذا تضمنت مقابلات أو دراسات حالة لتعزيز النتائج المستخلصة من الاستبانات.
Questions related to the research
  1. ما هي الفرضية الرئيسة التي قامت عليها الدراسة؟

    الفرضية الرئيسة هي أنه لا توجد علاقة ذات دلالة إحصائية بين استخدام عملاء شركات الاتصالات الخليوية السورية لوسائل التواصل الاجتماعي (فيسبوك) لأغراض تسويقية ومراحل عملية الشراء.

  2. ما هي أهم النتائج التي توصلت إليها الدراسة؟

    توصلت الدراسة إلى وجود علاقة إيجابية قوية بين استخدام وسائل التواصل الاجتماعي وجميع مراحل عملية الشراء، واعتماد العملاء بشكل كبير على تجارب الآخرين والتفاعل مع الشركات عبر فيسبوك في اتخاذ قرارات الشراء وتكرارها.

  3. ما هي الأدوات الإحصائية التي استخدمها الباحثون لتحليل البيانات؟

    استخدم الباحثون اختبار الوسط الحسابي One-Sample T. test واختبار الارتباط الثنائي Pearson Correlation لتحليل البيانات.

  4. ما هي التوصيات التي قدمتها الدراسة لشركات الاتصالات الخليوية السورية؟

    توصي الدراسة شركات الاتصالات الخليوية السورية بابتكار المزيد من العروض التسويقية والإعلانات، وزيادة الاهتمام بمتابعة ردود أفعال العملاء، وتعزيز الأساليب التسويقية الفردية، والاهتمام بمرحلة ما بعد الشراء لضمان تكرار عملية الشراء.


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