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

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.

Does Social Media Use Affect Consumers' Purchase Intention

“…This has resulted in more informed and engaged shoppers, who are increasingly driven by sentiment and emotion when making purchasing decisions. Ultimately, the growth of social media has revolutionized the way consumers shop, and it is now an essential tool for businesses to stay competitive [6]. In order to demonstrate that the usage of social media significantly affects customers' purchasing intentions, this essay looks at how social media use affects consumer behavior.…”