The Effect of Social Media Marketing on the Purchase Decision of Consumers: Evidence from Selected Five Star Hotels in Addis Ababa
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Date
2023-07
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Addis Ababa University
Abstract
The study is on the impact of social media marketing on the purchase decisions of five-star hotel customers in Addis Ababa. Social media refers to websites and apps that let people all over the world connect, communicate, and share information. Social media marketing involves using platforms like Facebook, Twitter, Instagram, and YouTube to promote products, connect with customers, and attract new ones. It helps users build networks, share information, increase brand recognition, boost sales, and drive website traffic. Social media plays a significant role in influencing customers' decisions when they buy things This study aims to understand how social media influences consumer purchase decisions for five-star hotels in Addis Ababa by using both quantitative and qualitative research approach. It also aims to provide valuable insights to marketers of these hotels on effectively utilizing social media to enhance their consumers purchasing decision. The findings provide helpful information about how people use social media, find hotel information, book hotels online, and gather information about hotels from different sources. The findings also indicate that customers purchase decisions in Addis Ababa five-star hotels are greatly influenced by online reviews, social media advertising, and credibility. These findings offer valuable guidance for hotel establishments to develop successful marketing strategies and enhance their online visibility, thereby attracting and satisfying potential customers
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Keywords
Social Media, Purchasing decision