العنوان
NA
Abstract
The rapid development of social media platforms and their content has had a clear impact on consumer purchasing behavior. These platforms now provide comprehensive information about consumer interests, product evaluations, and ultimately, purchasing decisions. In Iraq, specifically in Diwaniyah Governorate, the increasing use of social media platforms such as Facebook, Instagram, TikTok, and others has enabled companies to establish direct and effective communication channels with consumers. This research clarified how social media influences purchasing decisions in Al-Diwaniyah Governorate by analyzing the role of advertising, word-of-mouth marketing, influencer marketing, and consumer opinions. Based on 164 valid questionnaires, the final data was analyzed to determine the overall impact of these media and the extent to which each dimension contributes to consumers' purchasing decisions. The results showed that social media plays a significant role in shaping consumers' purchasing decisions. This is clearly demonstrated through trusted influencers and effective advertising on these platforms, while reviews and interactions have been instrumental in providing a broader informational and interactive environment surrounding the purchasing decision. Based on this analysis, companies should adopt an integrated social media strategy that combines accuracy and credibility, informative content, selection of appropriate influencers, transparent communication, and continuous evaluation of actual purchase results.
Article Language
English
Recommended Citation
Mahdi, Haider kadhim
(2026)
"The Role of Social Media in Influencing Consumer Decisions (An Exploratory Study in Al-Diwaniyah Governorate),"
AUIQ Humanities and Social Sciences: Vol. 2:
Iss.
3, Article 4.
DOI: https://doi.org/10.70176/3106-7557.1027
Available at:
https://ahss.alayen.edu.iq/journal/vol2/iss3/4
