Effect of Social Media Involvement on Buyer Behavior Evidence from Jordan Fashion Market via FacebookPlatform

Abstract

The study was designed to assess how social media involvement affected the buying decisions of young Jordanians from e-fashion stores on Facebook. In this research, social media involvement is identified as the independent variable (IV), while the buying decision acts as the dependent variable (DV). Notably, the independent variable consists of two key sub-variables: customer engagement and interaction with electronic fashion stores on the Facebook platform. Utilizing a quantitative, causal descriptive design, the study targeted a population of young Jordanians aged 18 to 35, who number approximately 1.476 million active Facebook users. Through a snowball sampling method, data were gathered from a sample of 515 individuals. The results indicate a robust influence of social media involvement on the buying decisions of young Jordanians when shopping for fashion through Facebook. Specifically, electronic interaction has a strong and positive impact, whereas customer engagement appears to have no measurable effect on buying choices. Furthermore, the research highlights that both sex and geographic location significantly affect the buying behavior of Jordanian youth concerning fashion stores on social media. In conclusion, the study offers valuable recommendations aimed at enhancing social media applications within the local community and boosting the fashion industry's contribution to the economy. By implementing these recommendations, stakeholders can leverage social media’s power to drive engagement and foster economic growth in the fashion sector.