THE INFLUENCE OF SOCIAL MEDIA ON CONSUMERS PURCHASE DECISION: THE CASE OF QATAR

Abstract

The consumer journey is highly influenced by social media as more people spent a significant portion of their time online. The increased understanding of how consumers make decisions has been widely studied and codified into models. Using the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) this study examines the extent of influence of social media marketing on consumer purchase decisions in Qatar and the challenges that could prevent the full utilization of social media marketing in Qatar. The study collected survey data from online users in Qatar based on a link shared on social media platforms. The results reveal the significant impact exerted by social media in molding consumer buying behaviors in Qatar. Although the nation has a high rate of social media participation, it lags behind worldwide trends in terms of online sales, indicating a notable discrepancy. Trust has a crucial role in influencing behavioral intentions, but perceived value also has a big influence on consumer choices. This research emphasizes the need for firms to customize marketing tactics to the distinctive social media environment in Qatar, recognizing the difficulties and possibilities inherent therein. The research provides detailed and valuable data that might be advantageous for companies, marketing professionals, and legislators that want to understand and improve Qatar's digital consumer ecosystem. It highlights the need of tailored marketing strategies that connect the online portrayal of a product or service with the actual number of sales. This involves resolving any differences that have been detected and making the most of the opportunities provided by social media to influence customer behavior.