IMPACT OF SOCIAL NETWORKS ON THE PURCHASING BEHAVIOR OF THE MOROCCAN CONSUMER: CASE FACEBOOK
This study has examined the impact of social media marketing on the purchasing behavior of the Moroccan consumer.
Therefore, the study aims to analyze this influence from the following objectives:
Detect and analyze the behavior of omni-consumers on social networks.
Analyze the impact of Facebook on the buying behavior of Internet users.
Identify the category of products to which they are most influenced. To carry out this investigation, the paper realized two types of studies.
A quantitative study that seems necessary to identify the influence of social networks on the buying behavior of the Moroccan consumer and more particularly Facebook, through an online questionnaire delivered to 115 Internet users. And another qualitative one that consists of gathering all the outcomes obtained through a netnographic study method.