Title: Impacts of social media on the buying intention of the consumers in Edinburgh, UK

Authors: Abdallah AlShawabkeh; Mohammed T. Nuseir; Ahmad Aljumah

Addresses: Department of Business Administration, College of Business, Al Ain University of Science and Technology, Abu Dhabi Campus, P.O. Box 112612 Abu Dhabi, UAE ' Department of Business Administration, College of Business, Al Ain University of Science and Technology, Abu Dhabi Campus, P.O. Box 112612 Abu Dhabi, UAE ' Department of Business Administration, College of Business, Al Ain University of Science and Technology, Abu Dhabi Campus, P.O. Box 112612 Abu Dhabi, UAE

Abstract: This research is based on the effects of social media marketing in enhancing customer awareness and its impacts on changing the buying intentions of the customers. Nowadays, social media created an opportunity for online consumers towards making online interactions with their peers and vendor companies through the internet. This study helps to understand the role of social media in developing e-commerce with the help of the SEM-PLS model. The collected data for the survey shows that social media interact with the consumers and increase their trust in enhancing their buying decisions directly. Perceived usefulness (PU) is also identified in this study. The result of the research is discussed thoroughly by the researcher. At last, proper implications, limitations, and recommendations are also drawn by the researcher.

Keywords: social media marketing; buying intention; online consumers; trust; perceived usefulness; social networking sites; e-commerce; social support; PLS-SEM model; social community; social factors; UK.

DOI: 10.1504/IJPM.2021.116036

International Journal of Procurement Management, 2021 Vol.14 No.4, pp.470 - 486

Received: 21 Jun 2019
Accepted: 30 Apr 2020
Published online: 06 Jul 2021 *

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