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Impact of Social Media Marketing on Creating Brand Responsiveness

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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))

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Abstract

The aim of the study to examine the Impact of social media marketing on creating brand responsiveness. It focused on public universities in Jordan. Data were primarily gathered through self-reported questionnaires creating by Google Forms which were distributed to a sample (785) student via email. In total, (564) responses were received including (38) invalid to statistical analysis due to uncompleted or inaccurate. Hence, the final sample contained (526) responses suitable to analysis requirements. Structural equation modeling (SEM) was conducted to test hypotheses. The results showed that social media marketing dimensions had impact on creating the response to the brand. However, the results indicated that the highest impact was for e-word of mouth. Based on the results of the study, the researchers recommend educating young people about the concepts associated with the use of marketing social media from breach of privacy and addiction to its use.

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Authors and Affiliations

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

    Nancy Abdullah Shamaileh & Sulieman Ibraheem Shelash Al-Hawary

  2. Management Department, Faculty of Money and Management, The World Islamic Science University, P.O. Box 1101, Amman, 11947, Jordan

    Mohammed Saleem Khlif Alshura, Enas Ahmad Alshuqairat & Zaki Abdellateef Khalaf Khalaylah

  3. Marketing Department, Faculty of Administrative and Financial Sciences, Petra University, P.O. Box 961343, Amman, 11196, Jordan

    Anber Abraheem Shlash Mohammad

  4. Department of Marketing, Faculty of Economics and Administrative Sciences, The Hashemite University, Zarqa, Jordan

    Barween Al Kurdi

  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, Sharjah, 27272, United Arab Emirates

    Muhammad Turki Alshurideh

  7. Department of Applied Science. Irbid College, Al-Balqa Applied University, Salt, Jordan

    Maali M. Al-mzary

Authors
  1. Nancy Abdullah Shamaileh
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  2. Mohammed Saleem Khlif Alshura
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  3. Enas Ahmad Alshuqairat
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  6. Barween Al Kurdi
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  7. Sulieman Ibraheem Shelash Al-Hawary
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  8. Muhammad Turki Alshurideh
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  9. Maali M. Al-mzary
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Correspondence to Sulieman Ibraheem Shelash Al-Hawary .

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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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Shamaileh, N.A. et al. (2023). Impact of Social Media Marketing on Creating Brand Responsiveness. 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_13

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