IMPACT OF SOCIAL MEDIA ENTERTAINMENT ON THE ONLINE PURCHASE DECISION STUDY ON YOUTH BUYERS OF FASHION PRODUCTS VIA FACEBOOK


Iyad A. Al-Nsour,Dr. Arun Kumar Tarofder
Graduate School of Management, Management and Science University, Malaysia
Abstract
This study aims at diagnosing the impact of of Social Media Entertainment on the Online Purchase Decision. The research is descriptive. The questionnaire is the tool of collecting the data needed from research population. The sample size reached to 500 Facebook users from the Jordanian youth, and snowball sample was used. The study conclude that there is a positive statistical impact of Social Media Entertainment on the Online Purchase Decision from the fashion stores. The social media entertainment explains 28% of variations in the online purchase decision.
Keywords: Fashion Industry, Social Media Entertainment, Purchase Decision, online Stores, Jordan.
Journal Name :
EPRA International Journal of Economics, Business and Management Studies (EBMS)

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Published on : 2022-09-05

Vol : 9
Issue : 9
Month : September
Year : 2022
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