Impact of social networks on consumers' intention to buy clothes

Abstract

The aim of this work is to analyze the impact of social networks on the online purchase intention of Moroccan consumers, who represent a major challenge for the development of e-commerce and marketing strategies.

To achieve this objective, a quantitative methodology was used to gather objective and measurable data on social network usage patterns, engagement, purchase motivations and purchase intent of Moroccan apparel consumers. The quantitative approach made it possible to obtain statistically reliable results and quantify the impact of social networks on purchase intention. To achieve this objective, a quantitative survey was conducted using an online questionnaire that enabled us to collect measurable data that could be analyzed statistically. The results obtained provide valuable information on the relationship between social network use and consumer clothing purchase intention. This quantitative study was conducted with a sample of 200 people to outline the research questions raised.

Keywords : Digital marketing, purchase intent, social networks.

Classification JEL : M30, M37, L86

Paper type : Empirical Research