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The Impact of Social Media on Purchase Intention at Jordanian Women Clothing Sector

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The Effect of Information Technology on Business and Marketing Intelligence Systems

Part of the book series: Studies in Computational Intelligence ((SCI,volume 1056))

Abstract

The aim of the study was to examine the impact of social media on purchase intention. Therefore, it focused on Jordan-based companies operating in the women clothing sector. Data were primarily gathered through self-reported questionnaires created by Google Forms which were distributed to a random sample of (384) responses. In total, (370) responses were received including (6) invalid to statistical analysis due to uncompleted or inaccurate. Hence, the final sample contained (364) responses suitable to analysis requirements that were formed a response rate of (94.80%). structural equation modeling (SEM) was conducted to test hypotheses. The results showed that social media dimensions had a positive impact on purchase intention. Moreover, the results indicated that the highest impact was for Sharing Contents. Based on the previous results, the current study recommends organizations in the clothing sector to pay attention to social media and take advantage of it in advertising and marketing for the women’s clothing sector in Jordan, due to the impact of these sites on the purchase intention of consumers, emphasizing the importance of clarifying all information for products.

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Authors and Affiliations

  1. Business and Finance Faculty., World Islamic Science and Education University (WISE), Postal Code 11947, P.O. Box 1101, Amman, Jordan

    Maram Amer Alkhlifat & Sanaà Nawaf Al-Nsour

  2. Kuwait Civil Aviation, Ishbiliyah Bloch 1, Street 122, Home 1, Kuwait City, Kuwait

    Faraj Mazyed Faraj Aldaihani

  3. Policy, Planning, and Development Program, Department of International Affairs, College of Arts and Sciences, Qatar University, 2713, Doha, Qatar

    Raed Ismael Ababneh

  4. Directorates of Building and Land Tax, Ministry of Local Administration, Zarqa, Jordan

    Mohammad Issa Ghafel Alkhawaldeh

  5. Department of Marketing, School of Business, The University of Jordan, Amman, 11942, Jordan

    Muhammad Turki Alshurideh

  6. Department of Management, College of Business, University of Sharjah, 27272, Sharjah, United Arab Emirates

    Muhammad Turki Alshurideh

  7. Department of Business Administration, School of Business, Al Al-Bayt University, P.O. Box 130040, Mafraq, 25113, Jordan

    Sulieman Ibraheem Shelash Al-Hawary

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  1. Maram Amer Alkhlifat
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  2. Sanaà Nawaf Al-Nsour
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  4. Raed Ismael Ababneh
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  5. Mohammad Issa Ghafel Alkhawaldeh
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  6. Muhammad Turki Alshurideh
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  7. Sulieman Ibraheem Shelash Al-Hawary
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Correspondence to Sulieman Ibraheem Shelash Al-Hawary .

Editor information

Editors and Affiliations

  1. Dept of Mngmnt, Cllg of Busness Admin, University of Sharjah, Sharjah, United Arab Emirates

    Muhammad Alshurideh

  2. Department of Business Administration, Faculty of Economics and Administrative Sciences, Hashemite University, Zarqa, Jordan

    Barween Hikmat Al Kurdi

  3. Management Information Systems Department, School of Business, University of Jordan, Aqaba, Jordan

    Ra’ed Masa’deh

  4. Skyline University College, Sharjah, United Arab Emirates

    Haitham M. Alzoubi

  5. Research Institute of Sciences and Engineering, University of Sharjah, Sharjah, United Arab Emirates

    Said Salloum

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Alkhlifat, M.A. et al. (2023). The Impact of Social Media on Purchase Intention at Jordanian Women Clothing Sector. In: Alshurideh, M., Al Kurdi , B.H., Masa’deh, R., Alzoubi , H.M., Salloum, S. (eds) The Effect of Information Technology on Business and Marketing Intelligence Systems. Studies in Computational Intelligence, vol 1056. Springer, Cham. https://doi.org/10.1007/978-3-031-12382-5_11

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