The influence of internet and social media on purchasing decisions in Egypt and a comparison between Egypt and Kuwait
This research aims to investigate the role of social networks in influencing purchasing decisions among consumers in Egypt; moreover, compare results from this research, and the one obtained in the previous study about Kuwait. The methodology used for this research is th...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Foundation of Computer Science
2017
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| Subjects: | |
| Online Access: | http://irep.iium.edu.my/61169/ http://irep.iium.edu.my/61169/ http://irep.iium.edu.my/61169/1/alenezi-2017-ijca-915826.pdf |
| Summary: | This research aims to investigate the role of social networks in
influencing purchasing decisions among consumers in Egypt;
moreover, compare results from this research, and the one
obtained in the previous study about Kuwait. The
methodology used for this research is the quantitative
methods, analytical techniques to get the results, and the
research developed a measure to study the relationship
between the variables for the study and selection of a sample
of (87) consumers (69 males, and 18 female). The researcher
used was social networks (The exchange of information,
Product Rating, Consumer support) as an independent
variable. The dependent variable was consumer intent to
purchase. Result mostly was predicted such as traditional
advertising (TV, Newspaper, Magazine, Billboards) are more
effective than the social networking, contradicting Kuwait’s
survey. Results also indicate that Internet users in Egypt
prefer mostly Facebook and WhatsApp, while Kuwaitis are
preferring Instagram and WhatsApp. In light of these findings,
the study made a series of recommendations; the most
important are the executives and sales representatives, need to
understand the benefits offered by social networks, and
understand the advantages and functions and tools of social
communication, and knowing how to apply them effectively
and efficiently, and then use the appropriate social networking
tool |
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