ORCID iD
0000-0003-3289-1349
Article Type
Research Article
Abstract
Purpose: This study investigates the impact of social media advertising on customer behavior; specifically its impact on customer decision-making through social proof, customer perceptions of brands, and customer loyalty. No studies tackled this topic in Lebanon and this gap was the main motive behind this study.
Method: A quantitative deductive method was employed and a questionnaire was sent to Lebanese customers to achieve the objective of the study. The final sample obtained is 147.
Findings: The findings revealed a positive correlation between social media usage, customer decision-making, customer attitudes and perceptions toward brands, and customer loyalty. The study's findings emphasize the complexity of customer behavior in the age of social media.
Implications: This complexity underscores the need for multifaceted and holistic approaches to understanding and influencing customer choices.
Contributions: The study contributes to the literature on emerging trends in customer behavior driven by the digital landscape. It highlights the growing significance of social media as a channel for information, interaction, and influence, reaffirming the need for businesses to adapt and evolve their strategies accordingly.
Keywords
Social Media, Customer Behavior, Customer Decision-making, Customer Perceptions of Brands, Customer Loyalty, Lebanon
Recommended Citation
Al Maalouf, Nada Jabbour; Elia, Jean; Sawaya, Chadia; and Boutros, Fawzy
(2024)
"The Impact of Social Media on Customer Behavior – Evidence from Lebanon,"
Arab Economic and Business Journal: Vol. 16
:
Iss.
1
, Article 1.
Available at: https://doi.org/10.38039/2214-4625.1037
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.
