The Impact of Social Media on Purchasing Decisions among Youth: An Applied Study on Students of the Faculty of Economics and Political Science-Tarhuna

Abstract

The study population consists of students from the Faculty of Economics, with varying ages, distributed according to specific characteristics. A random stratified sample was selected, amounting to (25) male students and (40) female students, with ages ranging between 18 and 27 years. The data was collected using a questionnaire consisting of (2) parts: the first part focused on demographic data, and the second part included questions to measure the effect of social media on purchasing decisions. In addition, the T-test was applied to analyze the results.

Results of the Study:

The results showed that the influence of social media on purchasing decisions varies according to the demographic characteristics of the students. The higher the academic level, the greater the impact of social media on their purchasing decisions. The results also indicated that social media significantly affects purchasing decisions, especially regarding electronic marketing. Furthermore, the results revealed that there are differences between male and female students in their responses.