Brand Perception Via Social Media and Its Impact on Consumers Purchasing Decisions of Smart Phones in Amman City - Jordan

Mustafa Said Al Shaikh and Tamara Yousef Albadri
Zarqa University

Abstract

Abstract. The study aims to examine the impact of brand perception via social media on consumers purchasing decisions of smart phones. To achieve the practical objectives and to test the hypotheses, a convenience survey was used to collect data on the study population, the study population are users of smart phone. The main results of this study show that there is a statistically significant impact of brand perception, with its dimensions combined (Brand Quality, Brand Reputation, Brand Image, and Brand Loyalty), on consumers' purchase decisions. The result indicates that Brand loyalty has the highest contribution on consumers' purchase decisions.The main recommendation is the studying consumer needs for smartphones and working on their development to align with their changing needs, as well as conducting market research to identify market needs and competitors.