• ISSN: 2010-023X (Print)
    • Abbreviated Title: Int. J. Trade, Economics and Financ.
    • Frequency: Bimonthly
    • DOI: 10.18178/IJTEF
    • Editor-in-Chief: Prof.Tung-Zong (Donald) Chang
    • Executive Editor: Ms. Cherry L. Chen
    • Abstracting/ Indexing:  ProQuest, Crossref, Electronic Journals Library , EBSCO, and Ulrich's Periodicals Directory
    • E-mail: ijtef@ejournal.net
IJTEF 2018 Vol.9(5): 203-209 ISSN: 2010-023X
DOI: 10.18178/ijtef.2018.9.5.616

The Use of Social Media as a Marketing Tool for Purchase Adaption and Purchase Intention to Improve Competitive Advantage

Mufleh Amin AL Jarrah
Abstract—the use of social media as a marketing tool is one of the important issues affecting the achievement of an organization’s objectives in competitive business. As a result, there is a growing interest in the further study of the factors that lead to a competitive advantage. Today, the focus is on these factors related to social media as a marketing tool on purchase adaption and purchase intention to improve competitive advantage. Hence, in this paper, we propose a conceptual model of social media as a marketing tool on purchase adaption and purchase intention to improve competitive advantage. It highlights the different purchase adaption factors (customer acquisition, customer retention, and customer expansion) and purchase intention factors (customer satisfaction, customer loyalty, and customer profitability) and how their existence can affect the cloud environment. This conceptual model provides useful insights and suggestions for organizations that could ultimately lead to organizational competitiveness and an increased level of trust between organizations and customers to improve competitive advantage.

Index Terms—Social media, marketing, purchase adaption, purchase intention, and competitive advantage.

M. A. AL Jarrah is with Management Information System Department, Amman Arab University, Amman, Jordan (e-mail: muflehj@yahoo.com).

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Cite: Mufleh Amin AL Jarrah, "The Use of Social Media as a Marketing Tool for Purchase Adaption and Purchase Intention to Improve Competitive Advantage," International Journal of Trade, Economics and Finance vol.9, no.5, pp. 203-209, 2018.

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