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373561

The Effect of social media on Purchase Intention in The Fashion Industry in Egypt

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Last updated: 24 Dec 2024

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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.

DOI

10.21608/masf.2024.373561

Keywords

social media, marketing, Consumers, interaction, Customer’s needs, fashion, Purchase Intention

Authors

First Name

Kamilia Ashraf

Last Name

Wadie

MiddleName

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Affiliation

Teaching Assistant, Faculty of Business and Economics Misr University for Science and Technology

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First Name

Asso.Prof.Dr. Ahmed Bahgat

Last Name

El-seddawy

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Affiliation

Associate professor AASTMT Smart Village

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First Name

Dr. Hisham Ali

Last Name

Abd Elmoati

MiddleName

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Affiliation

Assistant Professor AASTMT Alexandria

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Volume

16

Article Issue

3

Related Issue

49770

Issue Date

2024-09-01

Receive Date

2024-09-13

Publish Date

2024-09-01

Page Start

366

Page End

382

Print ISSN

2682-2113

Online ISSN

2682-2121

Link

https://masf.journals.ekb.eg/article_373561.html

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https://masf.journals.ekb.eg/service?article_code=373561

Order

9

Type

المقالة الأصلية

Type Code

863

Publication Type

Journal

Publication Title

المجلة العلمية للدراسات والبحوث المالية والإدارية‎

Publication Link

https://masf.journals.ekb.eg/

MainTitle

The Effect of social media on Purchase Intention in The Fashion Industry in Egypt

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Article

Created At

24 Dec 2024