The Effect of social media on Purchase Intention in The Fashion Industry in Egypt | ||||
| المجلة العلمية للدراسات والبحوث المالية والإدارية | ||||
| Article 9, Volume 16, Issue 3, September 2024, Page 366-382 PDF (717.68 K) | ||||
| Document Type: المقالة الأصلية | ||||
| DOI: 10.21608/masf.2024.373561 | ||||
 View on SCiNiTO | ||||
| Authors | ||||
| Kamilia Ashraf Wadie1; Asso.Prof.Dr. Ahmed Bahgat El-seddawy2; Dr. Hisham Ali Abd Elmoati3 | ||||
| 1Teaching Assistant, Faculty of Business and Economics Misr University for Science and Technology | ||||
| 2Associate professor AASTMT Smart Village | ||||
| 3Lecture Of AASTMT Alexandria | ||||
| Abstract | ||||
| The purpose of this paper is to investigate the impact of social media on purchase intention in the fashion industry in Egypt. According to the related literature, social media is changing the way information is communicated to and from individuals around the world. Individuals can share their knowledge and experiences with one other due to the online social networks provided features and may have an impact on people’s behavior in terms of communication and purchasing. In addition, this paper examines the use of social media by fashion brands and how to create consumer relationship. Data was collected by questionnaire with 400 customers in Egypt who used online shopping and tested via stepwise multiple regression analysis. The findings of the paper showed that social media has a positive effect on purchase intention, by using the social media independent variable. Results showed that social media has a significant influence on the Egyptian fashion industry. | ||||
| Keywords | ||||
| Social Media; Marketing; Consumers; Interaction; Customer’s needs; Fashion; Purchase Intention | ||||
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