Dose Social Media

See discussions, stats, and author profiles for this publication at: https://www.researchgate.
net/publication/329497215
Does social media marketing enhance impulse purchasing among female

customers case study of Jordanian female shoppers
Article in Journal of Business & Retail Management Research · December 2018

DOI: 10.24052/JBRMR/V13IS02/ART-13
CITATIONS READS
35 6,604
1 author:
Mohammad Fahmi Alzyoud

Al-Ahliyya Amman University
20 PUBLICATIONS 191 CITATIONS
SEE PROFILE
All content following this page was uploaded by Mohammad Fahmi Alzyoud on 01 September 2019.
The user has requested enhancement of the downloaded file.

Journal of Business and Retail Management Research (JBRMR), Vol. 13 Issue 2 December 2018
Does social media marketing enhance impulse purchasing among female

customers case study of Jordanian female shoppers
Mohammad Fahmi Al-Zyoud
Department Marketing
Al-Ahliyya Amman University, Jordan
Keywords
Social Media Marketing, Emotional Purchasing, Online Marketing
Abstract
In a report about social media presented by the Arab Social Media Influencer Summit (2015) it was
mentioned that 86% of young individuals between the ages of 25-35 are involved in almost every social media
website there is. Jordan registered the highest usage within the Levant are of Facebook and WhatsApp with a
high usage and involvement among young citizens. The current research study aims at examining the role
that social media marketing played among individuals in Jordan; precisely females and how it increased their
impulsive purchasing of items through a social media platform. Through the quantitative approach, and using
the questionnaire as a tool, the researcher distributed the tool on total of (400) female individuals forming a
convenient sample of the study. The results of the analysis indicated that social media marketing had an
influence on impulsive purchasing behavior among shoppers noting to the variable of variety seeking which
presented through the social media platforms. The research however recommends a deeper investigation of
how the impulsive and instant purchasing behavior was influenced by social media and the social media
touched the behavior of the customer into a different scheme.
Corresponding author: Mohammad Fahmi Al-Zyoud

Email addresses for corresponding author: dr.m.alzyoud@gmail.com
First submission received: 14th February 2018
Revised submission received: 16th April 2018
Accepted: 3rd May 2018
Introduction
In today’s marketing sphere the communication setting has been transformed by the social media.
Social media has turned out to be an effective vehicle for conveying women's' rights issues to the
consideration of a more extensive open, arousing activity in the city of urban areas around the globe and
urging arrangement producers to venture up responsibilities regarding gender equality. It has been
suggested that social media has considerably impacted marketing communication and created ties
between consumers and marketers. This evolution has brought many novel opportunities and potentials
within the trade and commerce and increased the accessibility of a variety of products and brands. This
has impacted how consumers make purchasing decisions. Social networking marketing is one of these
eminent and novel marketing innovations that has turned consumers from observers into participants. It
has made it possible for consumers and brands to be connected without limitation of location, means of
communication and time. It has facilitated two-way communication and changed the consumers’ attitude
from submissive contributors into lively manipulators and originators. The online platform offers
consumers convenience as well as a large portfolio of opportunities from which consumers can select and
have access to full information. It also allows consumers to access online store without restrictions and
compare products of vendors internationally. Traditional business is characterized by constrained product
availability, constrained closing and opening times, as well as physical location constrains; this is not the
case with online shops as they are available around the clock as long as a consumer has an Internet access.
The online business also accrues benefits such as absence of delivery efforts, and less social pressure. As
noted by Dawson and Kim (2009) consumers tend to prefer online shopping to offline shopping because
online shopping is associated with convenience. According to Dawson and Kim (2009), this convenience
motivates consumers to engage in impulse buying when making purchase decisions. This trend has
www.jbrmr.com A Journal of the Academy of Business and Retail Management (ABRM) 135
motivated researchers to give attention to online impulse buying (OIB) (Park, Kim, Funches, & Foxx,
2012). Some researchers (Akram, Hui, Khan, Saduzai, Akram, & Bhati, 2017; Yu, & Bastin, 2010) have
indicated that impulse buying process is controlled by emotions and that hedonics motivation influence
consumers to engage in OIB behaviors. In addition, studies have suggested that impulse buying, and
hedonic motivation are positively related (Zhou, Dai, & Zhang, 2007; Hausman, 2000). It is argued that
hedonic consumers tend to purchase impulsively. According to Akram et al., 2017), hedonic motivation
strongly influences OIB.
Within the Jordan context, few studies have recognized the influence of social media marketing to
enhance impulse purchasing. However, recent studies have mirrored the capability of social media to
conquer any hindrance that frequently isolates grassroots ladies' activism from approach making forms.
The blast of online networking and uncommon use by ladies of new innovations speaks to essential
chances to bring sexual orientation equality and women's rights issues to the bleeding edge of both
strategies making and media consideration.
With the course of time, women appeared to be more involved in the world of social media; they
began using it in many different ways and approaches to express their feelings, clarify their stand points
and use its tools to mingle and socialize with other people. After the appearance of the e-commerce and
involving social media in the process of purchasing and marketing; consumer behavior changed and took
a new perspective. Customers who were influenced by the appearance of social media marketing were
also women whose purchasing behavior also took a new route reaching a state of full satisfaction and
involvement in the social media purchasing (Loiseau and Nowacka, 2015).
Problem Statement
Currently, when we talk about social media, we talk about women empowerment, also, we may
talk about changing women's behavior (Loiseau and Nowacka, 2015). The change in the behavior among
individuals in general and women in spectacular stemmed from the fact that social media is a now a
platform in which every individual has the right and the openness to perform any activity according to
their mood and need. With the appearance of social media as a marketing tool the shopping and
purchasing behavior of individuals changed and the idea of purchasing became more apparent and
usable among them.
According to Dennis, Morgan, Wright, and Jayawardhena (2010), it was found out that marketing
through social media can influence young women's shopping behavior, while Hajly (2013) indicated that
the purchasing behavior changed dramatically ever since the appearance of social media websites as a
platform for marketing. On the other hand, Chaiprasit (2014) noted to the fact that with the year 2020, no
people would be going out to malls and markets for shopping, they all would be doing their shopping on
the Internet and precisely through social media websites; the researcher added that the ease of use in
addition to the trust of social media websites are among the main drivers that would change the behavior
of female consumers from browsing to real purchasing intentions. Also, Nasir, Vel, and Mateen (2012)
noted to the huge change that social media have had on the behavior of customers focusing on the idea
that the shopping intentions of female customers has become more vivid after the entrance of social media
in the world of marketing.
According to Al-Zu'bi and Almajali (2015), the obsession of shopping has become the focus of
many sectors including the marketing and the psychiatrics sector in Jordan. The authors argued that
women are normally more attracted to shopping sprees, and with the prevalence of the social media
marketing, they have become more interested in buying items from the comfort of their own homes. In an
article within a local Jordanian newspaper in 2010, it was revealed that 47% of Jordanian citizens buy at
least one item/month online. The article added that the percentage of male online shoppers is almost the
same as women as both have discovered the idea of buying items from their own chair without the need
to move from a place to another. From that point, the researcher intention from this study is to examine
the influence of social media marketing on the impulsive purchasing behavior among female consumers
in Jordan. The idea of shopping through social media platforms has changed the basics of social media
into a marketing media in order to attract more customers through the usage of many of social media
characteristics like uploading videos, pictures not to mention the role of the word of mouth in increasing
the impulse towards buying more items.
Questions, Objectives and Hypotheses

Research Questions
Based on the problem statement, the current research seeks to answer the following questions:
R1- What is the impact of social media marketing on impulse buying among female shoppers in Jordan?
R2- What are the characteristics of online shopping that influence females to shop online and through
social media websites?
R3- How can the dimensions of impulse purchasing interact with social media marketing?
Study Objectives
This study was guided by three key objectives:
To explore impulse buying behaviors among Jordanian female online shoppers and how it is influenced
by social media marketing
To examine the characteristics of online shopping and how they influence females to shop online through
social media websites
To examine the relationship between dimensions of impulse purchasing and social media marketing
Main Hypothesis
H: Social media marketing has a positive influence on impulse buying among female shoppers in Jordan
Sub-Hypotheses
Ha: Social media marketing has a positive influence on hedonic motivation among female shoppers in
Jordan
Hb: Social media marketing has a positive influence on website quality among female shoppers in Jordan
Hc: Social media marketing has a positive influence on trust among female shoppers in Jordan
Hd: Social media marketing has a positive influence on situational variable among female shoppers in
Jordan
He: Social media marketing has a positive influence on variety seeking among female shoppers in Jordan
The Structure of the Paper
To cover the research objectives highlighted herein, the rest of the paper is organized as follows.
First, an overview of social media marketing is given followed by an exploration of the concept of impulse
buying and its dimensions influencing females to engage in online purchasing facilitated by social media
marketing. Next, documented literature on the influence of Social Media Marketing on Customers’
decision to purchase online (objective 1) is explored. Research objectives 2 and 3 are covered in the result
section.
Review of the Literature
Social Media Marketing
Social media marketing is the process in which brand awareness and website traffic are increased
via social media site. It also involves creating unique content to attract the attention of users and
encourage them to share their contacts and share with their friends on social networking sites
(Kalyanaraman, & Sundar, 2003). These websites make use of technical applications to allow customers to
“tag”, “blog”, “dig” and “post” content. This content is available for online users and it is spread and used
by those desiring to market their products and services or brands (Xiang & Gretzel, 2010). Most common
social media sites include Digg, Google+, LinkedIn, Twitter, MySpace and Facebook (Xiang & Gretzel,
2010). The ease of use of these social media, their reach and speed has made trendsetters in topics ranging
from technology, politics, and environment to entertainment industry. The quality of these sites also
makes them appealing tools for marketing brands, services and products (Xiang & Gretzel, 2010). As such,
these social media websites offer marketers the opportunity to present products and services to interested
individuals and communities (Roberts & Kraynak, 2008).
Tanuri (2010) acknowledges that marketers have started to understand the value and use of social
media sites and are using them to market their products and brands as well as strategies to reach out their
target customers. Sentiment research, marketing communication, customer and product management,
public relation, marketing intelligence and promotions are among sub-disciplines that make use of social
media marketing (Stephen & Galak, 2009; Tanuri, 2010). According to Stephen and Galak (2009), social
media platforms including online communities, online discussion forums, and blogs affect marketing
performance. For this reason, Stephen and Galak (2009) suggests that marketers should understand their
inter-relatedness and relative importance. Nielsen (2011) supports this view by indicating that marketers
should reach out to these groups of highly motivated web consumers. According to Nielsen (2011), about
70% of users of social media engage in online shopping. These types of consumers seek out products and
services they like through online websites and via computer screens (Nielsen, 2011). For this reason,
Nielsen (2011) believes that through social media, marketers can reach their target customers and
understand their tastes. Similarly, Hafele (2011) believes that social media marketing can be used by
marketers to reach target customers by spreading messages to their personal contacts. According to
Hafele (2011) social media marketing has increased trust in mass marketing and mass-communication and
has made dissemination of information possible. Furthermore, Hafele (2011) adds that this new form of
marketing and outreach has enabled marketers to develop new tools and improve businesses. It has made
it possible for marketers to be effective in marketing by introducing analytic applications.
Customer Behavior
In marketing, consumer behavior refers to studying the way individual make decisions with
regard to what they need, want, purchase or act in relation to service, company or product.
Understanding consumer behavior is critical because it helps companies understand how customers
respond to a new service/product. Three factors are known to affect consumer behavior: social, personal
and psychological. Psychological factors are daily issues that are unique to the consumers’ thought
process. These factors can range from consumers’ perception of a situation or need; the ability of the
consumers to understand and learn information as well as consumers’ attitude. Consumers’ response to
marketing message varies depending on their attitude and perceptions. For this reason, marketers are
required to consider psychological factors during the creation of marketing strategies or campaigns.
Social factors are another factor that can impact on the consumer behavior. Social characteristics
or influences are diverse and may include social interaction, school or work communities or person’s
family. These factors should be considered in consumer behavior as they influence how they respond to
marketing messages and how they make the buying decisions.
Personal factors are consumers’ personal characteristics. These characteristics may include unique
consumer’s interests, habits and opinions and how these lead consumers to making decisions. Personal
factors are influenced by culture, age, background, gender, and other personal characteristics.
Impulse Buying
Technology makes buying smarter, more convenient and faster for consumers. It offers
opportunities for consumers to engage in impulse buying. The steady increase in online retail sales is
making companies focus on capitalizing on the convenience afforded by online shopping. They are doing
this by incorporating strategies aimed at encouraging impulse buying. With increased experience in
online advertising/marketing and continued evolution of technology, websites have become innovative in
the way they encourage impulse purchasing with some website largely relying on impulse buying.
Websites such as HauteLook.com. Ideeli.com, RueLaLa.com and others are among the websites that focus
on encouraging customers’ impulse purchasing. Moore (2010) sees this form of purchasing as “discovery-
based shopping” and argued that it is likely to be the future of social media marketing and online
shopping. These sites operate by relying on invites from an existing customer to encourage a new one to
create an online account with them. This feature offers the exclusivity feeling as it makes it easy for
consumers to get into these sites. A customer that create an account is allowed to access “boutiques”.
These are the daily offers to a customer for making a purchase. A boutique is a discounted item that is
based on a specific brand. It involves multiple brands defined by underlying themes. These boutiques are
only available for a limited time usually two to four days. However, there is no guarantee for the quantify
product/items offered. As such, a daily e-mail is sent to a customer’s informing him/her about the new
boutiques in a given day and which are to be opened and sees the available items that are open for sale.
All this is aimed at encouraging impulse purchasing. The website also displays items to create a sense of
urgency to the consumer that encourage impulse buying.
Dimensions of impulse purchasing

Hedonic Motivation
Motivations to engage in social media marketing and other forms of online shopping include the
hedonic utilitarian dimensions (Childers, Carr, Peck, & Carson, 2001). According to Childers et al. (2001)
business-to-consumer e-commerce conducted via web-shopping mechanists, provide companies with
expanded opportunity to create esthetically and cognitively rich shopping experience in ways that cannot
be achieved within the non-electronic shopping world. Childers et al. (2001) indicate that new media have
hedonic aspect and support an interactive shopping environment. Trevino, and Webster (1992) identifies
thirteen hedonic motivations for shoppers engaging in social media marketing and other forms of online
marketing: motivation that are related to pleasure include role, learning trends, pleasure, self-gratification,
stimulation and diversion; those related to flow namely telepresence and enjoyment; and finally, those
motivations related to flow and hedonism namely control and status, and curiosity/adventure.
Social shopping involves shoppers enjoying shopping with friends, affiliating with reference
groups, and communicating with other shoppers with similar shopping interests (Arnold & Reynolds,
2003). Diversion involves a case where shoppers engage in shopping in order to diverge from routinely
daily life. This way shopping is a seen as a form of recreation (Parsons, 2002). Diversion is considered a
motivation because it is seen as allowing social escapism. Control or status refers to shoppers exercising
control over interaction occurring via the internet and commanding respect and attention while shopping
(Trevino & Webster, 1992). Other include enjoyment; adventure/curiosity; stimulation; pleasure of
bargaining; learning trends; and self-gratification (Arnold & Reynolds, 2003; Trevino, & Webster, 1992).
Website quality
E-commerce usually occurs on a website; in social commerce, social networking sites are used to
conduct commercial activities. Studies by (Ahn, Ryu, & Han, 2007; DeLone, & McLean, 2004; Hennig-
Thurau, Gwinner, & Gremler, 2002) have shown that the quality of a website impacts on e-commerce.
According to Liang and Lai (2002) social networking sites provides an online platform that offers social
networking services. The success of these services depends on the website quality. Similarly, DeLone and
McLean (2004) suggests that the design of the social networking sites significantly impacts the social
sharing shopping and social behavior of users.
Previous studies on the quality of web site as a factor influencing social media commerce have
adopted two approaches. The first approach looks at the specific functions offered by the Web site and
how it affects e-commerce. The second approach looks at the perception of the user towards the quality
and design of the website (Liang & Lai, 2002). An example of the functional approach to quality of a web
site was by Liang and Lai (2002). Liang and Lai (2002) summarized and categorized design functions of an
e-business into media richness factors, hygiene factors and design functions. Liang and Lai (2002)
examined the effects of hygiene factors, media richness factors, and design factors on consumers’ intention
for future visits; intention to purchase, and actual purchases. On the contrary, DeLone and McLean (2004)
examined the perception of users toward the design quality of a web site based on the information system
success model. The success of the e-commerce was measured using information quality, system use,
system quality, net benefits, user satisfaction and service quality. Service quality, information quality and
system quality were identified as measures of the quality of the web site. In this context, system quality is
the degree or extent to which a web site is seen to possess designed capabilities including reliability,
response time and availability. Information quality denotes the extent or degree to which the web site’s
content is seen as complete, accurate and timely. On the other hand, service quality is the degree to which
website users assess the services and support offered via the website by the service provider (Chiu, Chiu,
& Chang, 2007).
Trust
Trust refers to the belief of the user that a social media site is benevolent and honest. It is
primarily the user’s belief that the owner/service provider is benevolent and honest (Gustafsson, Johnson,
& Roos, 2005; Morgan, & Hunt, 1994). Within the context of social commerce, the user is more likely to
trust, show commitment and be satisfied with the services provided by the service provider if the
relationship between social media site and the user is high. This also promotes confidence in the user of
the social media website to share and interact with friends. This way, the user will demonstrate the
willingness to create and maintain relationship with the owner/service provider of the social media
website for purposes of ensuring he/she continues to receive good services (Garbarino, & Johnson, 1999;
Shabbir, Palihawadana, & Thwaites, 2007). It is also argued that a well-designed social media website can
promote and better meet the needs of the user for social interactions, which in turn will create a good
impression in the user regarding the quality of the website, hence increasing trust and confidence in the
performance of the service provider (Crosby, Evans, & Cowles, 1990). Situational variable
Situational factors play an important role in consumers’ behavior and this has been recognized
and acknowledged in the marketing literature. These factors are temporal conditions that influence how
buyers behave in terms of actually purchasing an additional product, actually purchasing a product, or
purchasing nothing at all. These factors may include social factors, physical factors, reasons for
consumers’ purchase, time factors, and the mood of the buyer. The consumers’ physical situation,
including the design, location, and layout of a store must be considered by marketers when designing
their facilities. These physical factors are under the control of the firm and are referred to as atmospherics.
Consumers’ social situation significantly affect what they purchase, how much they purchase of it and
when they will purchase it. Certain social situations may also make a consumer less willing to purchase a
product. Lastly, the consumers’ time situation, namely the time of the year, the time of the day, and how
much time they feel like they need to shop has an impact on what they purchase. For instance, it has been
revealed that whether a consumer is an “evening person” or a “morning person” affects his or her
shopping patterns (Moise, 2011). Others include consumer’s mood and reason for purchase (Kozinets,
2002).
Variety seeking
Variety seeking as modelled by economists, marketers, consumer behaviorists and psychologists
refers to a phenomenon involving consumers engaging in varied behaviors, including multi-brand buying
or brand switching (Li, Hitt, & Zhang, 2011). It is considered pervasive because of individuals’ tendency
to seek diversity when it comes to searching and experiencing goods and differentiating services and
products in their life (Kahn, 1995). It may arise whenever consumers move to different shops or within
purchase occasions through selecting a portfolio of services or products in different companies at one time
(Simonson, 1990). Literature identifies three key factors that motivate consumers to seek variety:
preference uncertainty; external situations; and satiation (Simonson, 1990; Harlam, & Lodish, 1995).
Satiation occurs when consumers seek variety when motivated by personal or internal desires for variety.
External situations are situation in which consumers seek variety based on external constraints, namely
multiple users, multiple needs multiple uses, multiple situations, retail environment and price promotion
(Kahn, & Raju, 1991; Menon, & Kahn, 1995). Consumers’ preference uncertainty refers to consumer
seeking variety in order to have a portfolio of choice to protect interest or protect future uncertainty.
Online environment is perceived by users in a commercial way. The emergence and development
of social media and other online stores have converted users into consumers (Hennig-Thurau, Gwinner,
Walsh, & Gremler, 2004). Social media has also changed how marketers and consumers communicate.
Information society has an influence on product evaluation and consumer decision making processes.
Social media offers a new channel via which product information is acquired through peer
communication (Hennig-Tharau et al., 2004; Kozinets, 1999). The use of social media has also enabled
consumers to recognize that they have influential power over via reviewing services and products used.
Marketers also influence consumers through other psychological characte6ristics, such as purchase
motivation, income, company/brand presence, company presentation on social media networks,
workplace method of payment, demographic variables (disposal income, age and sex), type of stores
(physical or online) and method of payment. Virtual communities and the internet have transformed
corporations, societies and consumers with better networking, speedy access to information and enhance
communication abilities (Kuruk, 2007; Sin et al., 2012).
Consumers are making use of several online platforms, notably social networks, podcasts, blogs
wikis, bulletin boards to share ideas regarding products, brands, or services and to reach out to other
consumers (Kozinets, 2002). The unique part of social media and its popularity is that it has
revolutionized the marketing practices, including promotion and advertising (Hanna, Rohn & Crittenden,
2011). According to Mangold and Faulds (2009) social media has greatly influenced consumer behavior
from post-purchase behaviors to information acquisition. Supporting this view, Mersey, Davis,
Malthouse, and Calder (2010), hinted that social media websites offer businesses the opportunity to
interact and engage with potential customers, and establish important and strong relationships with
potential customers. Moise (2011) also supports this view by indicating that social networking sites make
companies attractive to consumers.
Methodology
The following section presented the methodological scheme which was followed in building the
current research study, the way the raw data was collected and how the researcher will deal with the raw
data in order to change it into acceptable and understandable set of results in accordance with the
previously presented hypotheses and objectives.
Method
The quantitative approach was followed in the current research study. Quantitative approach was
defined by Sukamolson (2006) as "The numerical representation and manipulation of observations for the
purpose of describing and explaining the phenomena that those observations reflect" (p.2). However, it is worth to
mention here that where the quantitative approach is used, the research must be deductive in its nature
which means that the current research will be "a valid reasoning by which it is impossible to accept the premises
but reject the conclusion" (Zalaghi, & Khazaei (2016); Borrego, Douglas, & Amelink, 2009).
Research Design
The design of the current research was positivist in its nature, it depends on the mathematical
statements in order to explain and investigate a certain set of facts that have been put under the
microscope in the study. The positivist design of the current research has given it a descriptive nature in
which the researcher described a certain phenomenon through being detached from the society of the
study based on planned and structured design leaning on questionnaire as a tool.
Tool
The current research study depended on the questionnaire as a tool of the study; the
questionnaire was built by the researcher and is constituted of paragraphs that were related to each and
every variable in the model of the study. The used scale in the current research study was Liker 5 scale on
which the answers of the sample of the study were based on (strongly agree 5 – agree 4 – neutral 3 –
disagree 2 – strongly disagree 1).
Populations and Sample
The population of the study consisted of female
shoppers and customers within the Jordanian markets in
general which consisted of millions of individuals; given the
fact that the population is indefinite and consisted of a large
number of individuals the research depended on the sample
size calculator as shown.
Based on that, a convenient sample of study was set to be
initially (550) female individual from different shopping
centers, malls, commercial complexes and markets. The total
sample which responded to the questionnaire reached in its
final version to (400) respondent which means that the response rate was 72.7 % which is a statistically
acceptable response rate.
Model of the Study
Results
The current section presents the demographic analysis of the sample of the study according to the
analysis. The demographic variables consisted of (Age, social status, and income).
Demographic
The current section presents the demographic analysis of the sample of the study according to the
analysis. The demographic variables consisted of (Age, Experience, and Education).
Age
According to table (1), the analysis indicates that 50.8% of the sample was females within the age
range of 24-29 years which indicates that women at that age are more prone to buying items online and
making impulse dictions to purchase, this is attributed to the fact that women at age are mostly financially
independent, they have their own job and they support themselves financially which is a good indicator
of their ability to make impulse purchasing decisions; while 22.8% of females were from the age range of
+36 years which also indicates that women tend to buy stuff online regardless of their age group.
Table (1): Frequency and Percentage of Sample characteristics according to Age
Frequency Percent Valid Percent Cumulative Percent

Valid 18-23 69 17.3 17.3 17.3
24-29 203 50.8 50.8 68.0
30-35 37 9.3 9.3 77.3
+36 91 22.8 22.8 100.0
Total 400 100.0 100.0
Social Status
Table (2) refers to the individuals' social status, according to the analysis, 43.3% of the sample was
single women with a frequency of 173 individuals; followed but women who were married with a
percentage of 23.8% and a frequency of 95 individuals and in the 3 rd rank appeared women who were
separated with a percentage of 22%. The results indicated that single women have more control over their
purchasing decision as they are financially independent and have the ability to make impulse purchasing
decisions given that they might be out of the familial responsibilities zone and might be freer in making
those decisions.
Table (2): Frequency and Percentage of Sample characteristics according to social status
Valid Married 95 23.8 23.8 23.8
Single 173 43.3 43.3 67.0
Divorced 44 11.0 11.0 78.0
Separated 88 22.0 22.0 100.0
Total 400 100.0 100.0
Income
Table (3) presents the analysis of the individuals' characteristics in reference to the income variable. The
results indicated that 38.8% of the respondents enjoyed an income range of +$1400 followed by women
who had an income range of $800-1000 with a percentage of 38.5%. This also indicates that the more
women get income the more they are able to make impulse buying decisions.
Table (3): Frequency and Percentage of Sample characteristics according to Experience

Valid $500-700 28 7.0 7.0 7.0
$800-1000 154 38.5 38.5 45.5
$1100-1300 63 15.8 15.8 61.3
+$1400 155 38.8 38.8 100.0
Total 400 100.0 100.0
Variable Analysis
Research Objective 2: Characteristics of online shopping that influence females to shop online and through
As can be seen in table 4, characteristics of online shopping that influence females to shop online
and via social media are hedonic, website quality, trust, situational variables, and variety seeking. It can
be seen that there is a positive attitude from participants towards the relevant questions. This appeared
through the mean of the paragraphs which scored higher than 3.00 referring to the paragraph as a good
indicator. The most influential paragraph appeared to be the 10th paragraph articulated "The ease of use
in the website encourages women to shop more" with a mean of (4.5700). This means that females are
mostly influenced by the ease of use of the purchasing process which makes them able to make the
purchasing decision instantly according to the process of buying and the degree of simplicity that this
process is based on. However, the least influential paragraph appeared to be the 19th articulated "The
brand of the item changes the behavior of female customers into impulse purchasing" with a mean of
(3.5800) this paragraph indicates the fact that women to a certain degree are influenced by the brand
making to have instant and impulse buying decisions. This emphasize the idea that those females who are
known to make impulse buying decisions enjoy less level of brand loyalty.
Table (4): Descriptive Statistics
N Minimum Maximum Mean Std. Deviation

Social media marketing
Women use social media as a source of 400 1.00 5.00 4.3600 .97611
information
Social media managed to empower women over 400 2.00 5.00 4.3900 .91652
the years
Women find social media attractive and easy to 400 2.00 5.00 4.2850 1.07548
use
Most women spend their free time browsing 400 2.00 5.00 4.3450 .98661
Women are attracted to the concept of purchasing 400 2.00 5.00 4.4025 .88739
through social media
Dimensions of Impulse Buying

Hedonic
Purchasing at the comfort of own home brings 400 2.00 5.00 4.4275 .90098
pleasurable feelings to women
Delivery of items through social media attracts 400 2.00 5.00 4.4525 .83034
women
Women enjoys shopping for personal items over 400 2.00 5.00 4.4600 .85746
social media
Shopping through social media increase women's' 400 2.00 5.00 4.4725 .87244
feelings of satisfaction
Website quality
The ease of use in the website encourages women 400 2.00 5.00 4.5700 .74598
to shop more
The way the website designed increase the 400 2.00 5.00 4.4750 .83133
chances of more customers
Colors, designs, themes and platform influence 400 2.00 5.00 4.4825 .83752
women to shop more
Instructions and technical support of the website 400 3.00 5.00 4.4350 .81697
increase the women's impulse purchasing
Trust
Secured payments encourages women to 400 2.00 5.00 4.5000 .80412
purchase
Cash on delivery encourages women to purchase 400 2.00 5.00 4.3975 .90085
more
Sales and discounts encourage women to buy 400 2.00 5.00 4.3975 .88400
more
Return encourages women to buy more 400 2.00 5.00 3.9175 1.03362
Situational variable
Sales and discounts encourage women to buy 400 2.00 5.00 3.8700 1.10958
items even if they don’t need them
The brand of the item changes the behavior of 400 1.00 5.00 3.5800 1.44180
female customers into impulse purchasing
Easy delivery and support increase the impulse 400 2.00 5.00 3.6600 1.29173
purchasing
Comments and reviews on social media 400 2.00 5.00 4.0675 1.06102
marketing support impulse decision of
purchasing among women
Variety seeking
Most social media websites provide women with 400 2.00 5.00 3.9425 1.17799
insights much more than any other websites
Marketing for more than one brand increase 400 2.00 5.00 4.1275 .98166
impulse purchasing among women
Variety seeking-based shopping means less brand 400 2.00 5.00 4.1025 1.03182
loyalty
Women tend to have low brand loyalty 400 2.00 5.00 3.9825 1.15348
Valid N (listwise) 400
Reliability Test:
A reliability test was carried out using Cronbach’s’ alpha, the result showed a value of (0.957) for all items,
in addition the alpha for each variable is greater than accepted percent 0.60, which is a reasonable value
indicating the tool consistency and suitability for use in the study.
Table (5): Descriptive Statistics

N Minimum Maximum Mean Std. Deviation
Hedonic 400 2.25 5.00 4.3450 .94427
Website 400 2.50 5.00 4.4356 .82759
Trust 400 2.50 5.00 4.5000 .76806
Situational 400 2.50 5.00 4.4325 .81504
Variety 400 2.25 5.00 3.7569 1.16488
Impulse Buying 400 2.60 5.00 4.2940 .78395
social 400 2.20 5.00 4.0445 1.04463
Valid N (listwise) 400
Examining the above table (5), it can be seen that there is a positive attitude from participants
towards the dimensions of impulse buying. This appeared through the mean of the paragraphs which
scored higher than 3.00 referring to the paragraph as a good indicator. However, according to the table,
the most influential factor appeared to be trust as it scored the highest mean (4.5000) referring to the
influence of trust in encouraging women to make instant and impulse buying decisions.
Research Objective 1: Influence of Social Media Marketing on Customers’ decision to purchase online
Research Objective 3: The relationship between dimensions of impulse purchasing and social media
marketing. The current sections present the results of testing the hypotheses of the study, bearing in mind
that the current study was based on one main hypothesis and four sub-hypotheses to build the assertions,
which the researcher is trying to support.
H: Social media marketing has a positive influence on impulse buying among female shoppers in Jordan
Table (6): Model Summary
Model R R Square Adjusted R Square Std. Error of the Estimate
1 .691a .478 .476 .56723
a. Predictors: (Constant), social

Table (7): ANOVAa
Model Sum of Squares df Mean Square F Sig.
1 Regression 117.157 1 117.157 364.121 .000b
Residual 128.058 398 .322
Total 245.216 399
a. Dependent Variable: dep

b. Predictors: (Constant), social
Table (8): Coefficientsa
Model Unstandardized Coefficients Standardized Coefficients t Sig.
B Std. Error Beta
1 (Constant) 2.196 .114 19.341 .000
social .519 .027 .691 19.082 .000
a. Dependent Variable: dep

Linear regression was used to test this hypothesis; it was found that R (0.691) is the correlation of
the independent variable and the dependent variable. Also, it was found that the F value of (364.121) is
significant at (0.05) level. Thus, there is a statistically significant of the influence of social media on
impulse buying behavior among female shoppers in Jordan.
Ha: Social media marketing has a positive influence on Hedonic Motivation among female shoppers in
Jordan
1 .529a .280 .278 .80217
Table (10): ANOVAa

1 Regression 99.660 1 99.660 154.876 .000b
Residual 256.105 398 .643
Total 355.765 399
a. Dependent Variable: Hedonic
B Std. Error Beta
1 (Constant) 2.410 .161 15.009 .000
social .478 .038 .529 12.445 .000
a. Dependent Variable: Hedonic

significant at (0.05) level. Thus, there is a statistically significant influence of social media on the concept of
hedonic motivation among female shoppers in Jordan.
Hb: Social media marketing has a positive influence on website quality among female shoppers in Jordan
1 .539a .291 .289 .69793

Table (13): ANOVAa
1 Regression 79.410 1 79.410 163.024 .000b
Residual 193.870 398 .487
Total 273.280 399
a. Dependent Variable: Website
B Std. Error Beta
1 (Constant) 2.708 .140 19.386 .000
social .427 .033 .539 12.768 .000
a. Dependent Variable: Website

the independent variable and the dependent variable. Also, it is found that the F value of (163.024) is
significant at (0.05) level. Thus, there is a statistically significant influence of social media on website
quality among female shoppers in Jordan.
Hc: Social media marketing has a positive influence on trust among female shoppers in Jordan
1 .542a .294 .292 .64621
Table (16): ANOVAa
1 Regression 69.176 1 69.176 165.656 .000b
Residual 166.199 398 .418
Total 235.375 399
a. Dependent Variable: Trust

B Std. Error Beta
1 (Constant) 2.888 .129 22.326 .000
social .399 .031 .542 12.871 .000
a. Dependent Variable: Trust

significant at (0.05) level. Thus, there is a statistically significant influence of social media on trust among
female shoppers in Jordan.
Hd: Social media marketing has a positive influence on situational variable among female shoppers in
Jordan
1 .550a .302 .301 .68161
Table (19): ANOVAa
1 Regression 80.143 1 80.143 172.499 .000b
Residual 184.910 398 .465
Total 265.053 399
a. Dependent Variable: Situational
B Std. Error Beta
1 (Constant) 2.697 .136 19.769 .000
social .429 .033 .550 13.134 .000
a. Dependent Variable: Situational
Linear regression was used to test this hypothesis; it is found that R (0.55) was the correlation of
significant at (0.05) level. Thus, there is a statistically significant influence of social media on the
situational variable among female shoppers in Jordan.
He: Social media marketing has a positive influence on variety seeking among female shoppers in Jordan
1 .772a .596 .594 .74179
Table (22): ANOVAa
1 Regression 322.418 1 322.418 585.945 .000b
Residual 219.001 398 .550
Total 541.419 399
a. Dependent Variable: Variety
B Std. Error Beta
1 (Constant) .276 .148 1.862 .063
Social .861 .036 .772 24.206 .000
a. Dependent Variable: Variety
Linear regression was used to test this hypothesis; it was found that R (0.772) was the correlation
of the independent variable and the dependent variable. Also, it was found that the F value of (585.945) is
significant at (0.05) level. Thus, there is a statistically significant influence of social media marketing on
variety seeking among female shoppers in Jordan.
Discussion
According to the analysis of the study which was retrieved from data collection of the
individuals' responses to the questionnaire; it was found out that social media marketing has a strong
influence in changing the customer behavior and it supports the concept of impulse purchasing among
females in Jordan. The study also found out that marketing on the internet and specifically social media
has an influence over female shoppers to make sudden and instant decisions to buy an item based on the
source of the ad. Meaning that, women are attracted to buying items online and use the tools that are
presented through social media websites like commenting and reviewing as it gives them the chance to
express their feelings, and be more aware of the item that they are buying more than being aware of the
purchasing process.
The results of the study matched those results presented by (Yu and Bastin, 2010) who argued that
it is not shopping that brings good feeling to the individuals, it is the idea of shopping online from the
comfort of one's home that changes the mood of the purchaser into a whole different experience.
Individuals enjoy the pleasurable feelings of buying online specially from the social media websites
including Facebook and Instagram.
Also, Johar (2015) noted to the fact that women are more attracted to involve into online
purchasing compared to men who are more into buying their items from a real life store more than online
stores, the idea is attributed to the fact that women are more attracted to the concept of brands and
trademarks which make them more ready to buy an item based not on its price but rather on the brand
and the manufacturer. Among the results that are presented through the analysis is the influence of
website design and website characteristic in encouraging women to make instant buying decisions. The
results indicate that the way a website is designed and the way the ad is presented in the website plays a
huge role in interfering with the customer buying behavior. On the same idea, Crafts (2007) argued a
website characteristic would appear to have an imperative part in the impulsive purchasing process and
energizing customers to buy as a result.
Similarly, Chen, Su and Widjaja (2016) noted to the fact that social commerce plays a huge role in
attracting more customers and increase the level of impulse buying, this refers to the idea that social
commerce can change and influence the behavior of the customers. One of the aspects of changing the
customer behavior is the increase of the impulsive purchasing based on the different dimensions of
impulsive purchasing that are influenced by the existence of social media tools and the degree of
popularity of social media websites among individuals. These results align with the findings of the
current study, which marked how influential social media could be on the purchasing behavior of
customers.
As for the dimensions of impulsive purchasing that were used by the researcher in the current
study (hedonic, website quality, trust, situational variable and variety seeing), the results indicate that all the
mentioned variables played a role in increasing the level of impulsive purchasing behavior among
individuals. The results also indicated that the most influential variable of all the dimensions taken by the
researcher is 'variety seeking' with a value R= .772a. The results of the current study indicate that variety
seeking is apparent within the social media-based marketing that scored the highest R value; this aligns
with the findings by Sundström, Balkow, Florhed, Tjernström, and Wadenfors (2013). This is justified by
the fact that marketing through social media is somewhat supporting the idea of variety seeking as it
encourages brand switching bringing plans and strategies almost to every brand. Hence, customers may
find different offers for different brands. Looking at the nature of women, there appeared a tendency
among women to change and try every brand there is, so it is logical to see that social media brings out
the variety option increasing impulsive purchasing among women.
Conclusion
The current study aimed at examining the influence of social media marketing on the impulsive
purchasing behavior among female customers in Jordan. The researcher took into perspective some
dimensions of impulsive purchasing which includes (hedonic, website quality, trust, situational variable and
variety seeing). Through the quantitative approach and using the questionnaire as a tool; the researcher
employed (400) female customer to form the convenient sample of the study. Through the analysis, the
study indicated that social media marketing can easily increase the level of impulsive behavior in
purchasing considering that the chances that are presented by social media like (commenting, reviewing,
feedback and rating) can help customers in deciding whether to take the purchasing decision. This in turn
was found to be influential in encouraging females to take instant and impulsive decisions to purchase a
certain item. In addition to that, one of the variables (variety seeking) was found to be the most influential
variable referring to the process of presenting more than one option, brand or trademark for a certain
product that supports the brands switching among customers and decreases the chances of brands
loyalty.
Recommendations
The finding of the present study suggests that marketers should acknowledge and respond to the
increasing importance of social media sites because they influence the purchase intention of customers
and influence female customers to engage in impulse buying. Accordingly, we recommend that
companies should implement social media marketing by continuously monitoring consumers’ concerns
and adjust their online marketing strategies.
Result of this study also reveals the need for online companies in Jordan to engage online
shoppers and offer them the opportunity for discussion amongst themselves via social media platforms.
This would allow customers to socialize and engage in impulse buying. Online impulse buying is strongly
influenced by social shopping in Jordan social commerce environment. When shoppers socialize, they
purchase good from online shops without thinking.
Reference
Akram, U., Hui, P., Khan, M.K., Saduzai, S.K., Akram, Z., & Bhati, M.H. (2017), “The plight of humanity: Online
impulse shopping in China. Hum”, Syst. Manag, vol. 36, pp.73–90.
Ahn, T., Ryu, S., & Han, I. (2007), “The impact of Web quality and playfulness on user acceptance of online retailing”,
Information & Management, vol. 44. No. 3, pp. 263–275.
Arab Social Media Influencers Summit (2015), “Social Media Report”, [online] TNS. Available at:
https://www.wpp.com/govtpractice/~/media/wppgov/files/arabsocialmediareport-2015.pdf [Accessed 19 Aug.
2017].
Arnold, M.J., & Reynolds, K.E. (2003), “Hedonic shopping motivations,” Journal of Retailing, vol. 79, no.2, pp. 77-95.
Barefoot, D., and J. Szabo. (2010), “Friends with benefits: A social media-marketing handbook”, No Starch Press, San
Francisco:
Chaiprasit, C. (2014), “Shopping on Social Networking Web Sites: Female Consumers’ Intentions to Shop on Facebook
in Bangkok Area”, [online] Available at:
http://utcc2.utcc.ac.th/utccijbe/_uploads/InProcess/201511/SHOPPING%20ON%20SOCIAL%20NETWORKING%
20WEB%20SITES.pdf [Accessed 19 Aug. 2017].
Chen, J., Su, B. and Widjaja, A. (2016), “Facebook C2C social commerce: A study of online impulse buying”, Decision
Support Systems, vol. 83, pp.57-69.
Childers, T.L., Carr, C.L., Peck, J., & Carson, S. (2001), “Hedonic and utilitarian motivations for online retail shopping
behavior”, Journal of Retailing, vol. 77, no. 4, pp.511-535
Chiu, C.-M., Chiu, C.-S., & Chang, H.C. (2007), “Examining the integrated influence of fairness and quality on
learners’ satisfaction and Web-based learning continuance intention”, Information Systems Journal, vo. 17, no. 3,
pp.271–287.
Crafts, C. (2012), “Impulse Buying on the Internet”, Master of Science, Louisiana State University.
Crosby, L.A., Evans, K.R., & Cowles, D. (1990), “Relationship quality in services selling: An interpersonal influence
perspective”, Journal of Marketing, vol. 54, no.3, pp.68–81.
Dawson, S., & Kim, M. (2009), “External and internal trigger cues of impulse buying online. Direct Mark”, Int. J, vol. 3,
pp.20–34.
DeLone, W.H., & McLean, E.R. (2004), “Measuring e-commerce success: Applying the DeLone & McLean information
systems success model”, International Journal of Electronic Commerce, vol.9, no. 1, pp.31–47.
Dennis, C., Morgan, A., Wright, L. and Jayawardhena, C. (2010), “The Influences of Social e-Shopping in Enhancing
Young Women’s Online Shopping Behaviour”, Journal of Customer Behaviour, vol. 9, no.2, pp.151-174.
Garbarino, E., & Johnson, M.S. (1999), “The different roles of satisfaction, trust, and commitment in customer
relationships”. Journal of Marketing, vol. 63, no. 2, pp.70–87.
Gustafsson, A., Johnson, M.D., & Roos, I. (2005), “The effects of customer satisfaction, relationship commitment
dimensions, and triggers on customer retention”, Journal of Marketing, vol. 69, no. 4, 210–218.
Hafele, N. (2011), “Social Media Marketing: Interaction, Trends & Analytics”, ICT 511 Fall, vol. 51, no.3, pp. 1-6
Hajli, N. (2017), “A study of the impact of social media on consumers”, International Journal of Market Research, vol. 56,
no.3.
Hanna, R., Rohm, A. & Crittenden, V., (2011), “We’re all connected: The power of the social media ecosystem”,
Business Horizons, vol. 54, no.3, pp. 265-273.
Harlam, B.A., & Lodish, L.M. (1995), "Modeling Consumers' Choices of Multiple Items", Journal of Marketing Research,
vol. 32, no.4, pp. 404-418.
Hennig-Thurau T., Gwinner K., Walsh G. & Gremler D., (2004), “Electronic Word-of-Mouth Via Consumer Opinion
Platforms: What Motivates Consumers to Articulate Themselves on the Internet?” Journal of Interactive
Marketing, vol. 18, no.3, pp. 38–52.
Hennig-Thurau, T., Gwinner, K.P., & Gremler, D.D. (2002), “Understanding relationship marketing outcomes: An
integration of relational benefits and relationship quality”, Journal of Service Research, vol. 4, no. 3, pp.230–247.
Hausman, A. (2000), “A multi-method investigation of consumer motivations in impulse buying behavior”, J.
Consum. Mark, vol. 17, pp.403–417.
Jeffrey, S.A., and Hodge, R., (2007), “Factors influencing impulse buying during an online purchase”, Electronic
Commerce Research, vol. 7, no.3, pp.367-379.
Johar, J. (2015), “The Influence of Situational Variables on Consumer Choice Behavior, And Its Impact on Marketing
Strategy’. Proceedings of the 1984 Academy of Marketing Science (AMS) Annual Conference, pp.471-471.
Kahn, B.E. (1995), "Consumer Variety-Seeking among Goods and Services: An Integrative Review", Journal of Retailing
and Consumer Services, vol. 2, no.3, pp.139-148.
Kahn, B.E., & Raju, J.S. (1991), "Effects of Price Promotions on Variety-Seeking and Reinforcement Behavior",
Marketing Science, vol. 10, no.4, pp.316-337.
Kalyanaraman, S. & Sundar, S.S. (2003), “The psychological appeal of personalized online content: an experimental
investigation of customized web portals”, Paper presented at the meeting of the International Communication
Association, San diego, May.
Kozinets, R. V., (1999), E-tribalized Marketing? The Strategic Implications of Virtual Communities of Consumption,
European Management Journal, vol.17, no.3, pp.252–64.
Kozinets, R.V., Valck K., Wojnicki A.C., & Wilner S. J.S., (2010), “Networked Narratives: Understanding Word-of-
Mouth Marketing in Online Communities”, Journal of Marketing, vol. 74, no.2, pp.71–89.
Kuruk K., (2007), “An analysis of consumer power on the Internet” Technovation vol.27, no.1–2, pp.47–56.
Li, X., Hitt, L.M., & Zhang, Z.J. (2011), "Product Reviews and Competition in Markets for Repeat Purchase Products",
Journal of Management Information Systems, vol. 27, no.4, pp.9-41.
Liang, T.P., & Lai, H.J. (2002), “Effect of store design on consumer purchase: An empirical study of on-line
bookstores”, Information & Management, 39,
Mangold, G., and Faulds D., (2009), “Social media: The new hybrid element of the promotion mix”, Business Horizons,
vol.52, pp.357-365.
Menon, S., & Kahn, B.E. (1995), "The Impact of Context on Variety Seeking in Product Choices", The Journal of
Consumer Research, vol. 22, no.3, pp.285-295.
Mersey, R., Davis, Malthouse E. & Calder B., (2010), “Engagement with Media”, Journal of Media Business Studies, vol.
7, no.2, pp.39 -56.
Moise D., (2011), “Marketing strategies – strategic context specific to communication in events marketing”, Romanian
Journal of Marketing, Ed. Rosetti Educational, vol. 1, no.26.
Morgan, R.M., & Hunt, S.D. (1994), “The commitment-trust theory of relationship marketing”, Journal of Marketing,
vol. 58, no.3, pp. 20–38.
Nasir, S., Vel, P., and Mateen, H. (2012), Social media and buying behavior of women in Pakistan towards the
purchase of textile garments.
Nielsen. (2011), “State of the media: the social media report”, Nielsen Company. Retrieved from
Novak, T.P., Hoffman, D.L., & Yung, Y.F. (2000), “Measuring the customer experience in online environment: a
structural modeling approach,” Marketing Science vol. 19, no.1, pp.22-44.
Parsons, A.G. (2002), “Non-functional motives for online shoppers: why we click,” The Journal of Consumer Marketing
vol. 19, no.5, pp.380-392.
Park, E.J., Kim, E.Y., Funches, V.M., & Foxx, W. (2012), “Apparel product attributes, web browsing, and e-impulse
buying on shopping websites”, J. Bus. Res, vol. 65, pp. 1583–1589.
Shabbir, H., Palihawadana, D., & Thwaites, D. (2007), “Determining the antecedents and consequences of donor-
perceived relationship quality—A dimensional qualitative research approach”, Psychology & Marketing, vol.24,
no.3, pp.271–293.
Simonson, I. (1990), "The Effect of Purchase Quantity and Timing on Variety-Seeking Behavior", Journal of Marketing
Research vol. 27, no.2, pp.150-162.
Sin, S., Nor, K.M., & Al-Agaga A. M. (2012), “Factors Affecting Malaysian young consumers’ online purchase
intention in social media websites”, Procedia - Social and Behavioral Sciences, vol. 40, Pp.326-333.
Stephen, A. T., and J. Galak. (2009), “The complementary roles of traditional and social media in driving marketing
performance”. Retrieved from http://bear.warrington.ufl.edu/weitz/mar7786/Articles/social%20
and%20tradiitonal%20media.pdf? http://blog.nielsen.com/nielsenwire/social/
Sundström,1, M., Balkow, J., Florhed, F., Tjernström, M. and Wadenfors, P. (2013), “Impulsive Buying Behavior”, The
Role of Feelings When Shopping for Online Fashion. EAERCD, vol. 3, no.5.
Tanuri, I. (2010), “A literature review: Role of social media in contemporary marketing”. Retrieved from
http://agroovyweb.com/2010/03/11/university-of-chicago-and-my-literature- review-role-of-social-media-
in-contemporary-marketing/
Trevino, L. K. & Webster, J. (1992), “Flow in computer-mediated communication: electronic mail and voice mail
evaluation and impacts,” Communication Research, voll. 19, no. 5, pp.539-573.
Trevino, L. K., & Webster, J. (1992), “Flow in computer-mediated communication: electronic mail and voice mail
evaluation and impacts,” Communication Research, vol. 19, no.5, pp.539-573.
Williams, T., and Williams R., (2008), “Adopting social media: Are we leaders, managers or followers?”
Communication World, vol. 25, no.4, pp. 34-37.
Xiang, Z., and U. Gretzel. (2010), “Role of social media in online travel information search”, Tourism Management vol.
31, pp.179–188.
Yu, C. and Bastin, M. (2010), “Hedonic shopping value and impulse buying behavior in transitional economies: A
symbiosis in the Mainland China marketplace”, Journal of Brand Management, vol.18, no.2, pp.105-114.
Zhou, L.; Dai, L., & Zhang, D. (2007), “Online shopping acceptance model: A critical survey of consumer factors in
online shopping”, J. Electron. Commer. Res, vo. 8, pp.41–62.
View publication stats

Dose Social Media

Uploaded by

Copyright:

Available Formats

Dose Social Media

Uploaded by

Document Information

Original Description:

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Dose Social Media

Uploaded by

Copyright:

Available Formats

See discussions, stats, and author profiles for this publication at: https://www.researchgate.

Does social media marketing enhance impulse purchasing among female

Article in Journal of Business & Retail Management Research · December 2018

Mohammad Fahmi Alzyoud

The user has requested enhancement of the downloaded file.

Does social media marketing enhance impulse purchasing among female

Corresponding author: Mohammad Fahmi Al-Zyoud

Questions, Objectives and Hypotheses

Dimensions of impulse purchasing

Frequency Percent Valid Percent Cumulative Percent

Table (3): Frequency and Percentage of Sample characteristics according to Experience

Frequency Percent Valid Percent Cumulative Percent

N Minimum Maximum Mean Std. Deviation

Dimensions of Impulse Buying

Table (5): Descriptive Statistics

a. Predictors: (Constant), social

a. Dependent Variable: dep

a. Dependent Variable: dep

Table (10): ANOVAa

a. Dependent Variable: Hedonic

a. Predictors: (Constant), social

a. Dependent Variable: Website

Table (17): Coefficientsa

a. Dependent Variable: Trust

View publication stats

You might also like