The effects of social media platforms in influencing consumer behavior and improving business objectives

Abstract

This research focuses on studying the effect of using social media platforms on customer behavior and business objectives in Jordan. The research chose three of the most famous platforms of social media and those platforms are Facebook, Instagram, and Twitter. By using a quantitative model this research collected around 350 research questionnaires using digital surveys designed by using Google drive and distributed online on previous social media platforms. The research analysis process is executed by using AMOS software, and this comprised structural equations (SEM) modeling and regression analyses. The research study output found strong effects and relationships between social media platforms engagement and a variety of consumer expenditure variables, including brand loyalty, product suggestions, and purchase decisions. Important components of each platform, including user interaction, influencer endorsements, and content relevancy, were also identified by the study as having a direct effect on consumer behavior. The research also showed how businesses may achieve their marketing objectives, boost customer engagement, and enhance their reputation by utilizing social media strategies. The significance of social media website platforms in shaping consumer behavior and propelling business success is highlighted by these studies. To reach their goals and have the most influence on customer decisions, businesses should think about using platform-specific features and investing in targeted social media advertising.