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SOCIAL MEDIA EFFECT ON PURCHASE INTENTION: JORDANIAN AIRLINE INDUSTRY

Abstract

The purpose of this quantitative research is to identify the effect of five social media benefits on purchase intention when buying an airline ticket from Jordanian airline companies This research studied how functional benefits of social media, monetary benefits of social media, hedonic benefits of social media, psychological benefits of social media and social benefits of social media affect consumers' purchasing intention when purchasing an airline tickets. Based on the literature the operationalization of social media benefits can be divided into five major groups, functional benefits such as efficiency, hedonic benefits such as amusement, monetary benefits such as special deals, psychological such as affiliation, and social such as involvement. In this study we will examine the five factors to focus on and measure their effectiveness on purchase intention; functional, monetary, hedonic, psychological and social benefits will be studied. These factors will be used as the independent variables. The purchase intention was decided upon as the dependent variable. The study showed that monetary benefits of social media and hedonic benefits of social media have a positive effect on purchase intention while functional benefits of social media, psychosocial benefits of social media, and monetary benefits of social media have no relationship with customers' purchase intention.

MUHAMMED ALNSOUR, MUSTAFA GHANNAM and YOUSEF ALZEIDAT

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