The Impact of Social Media platforms on Libyan Consumer's Purchasing Decisions – A Filed Study on a Sample of Consumers in the city of Sebha.

Abstract

This research aims to highlight the impact of social media platforms on the purchasing decisions of Libyan consumers and to understand this impact across the stages of purchase evaluation, The research population consisted of all social media users in the city of Sebha. A questionnaire was used as the data collection tool, and a suitable sample of 150 consumers was selected. Of these, 130 consumers responded, and 100 questionnaires were found to be valid for statistical analysis, representing 67%. The Statistical Package for the Social Sciences (SPSS) was used to analyze the data and test the research hypotheses. The results of this research indicate that social media platforms influence the purchasing decision-making process of Libyan consumers in the city of Sebha at all stages. This influence extends from understanding the needs for advertised on social media platforms, to assisting consumers in finding information about different alternative, making the purchase, and evaluating the post-purchase experience. The researcher recommends the following: Companies advertising on social media platforms should provide the necessary information about the features of their advertised products to keep pace with evolving consumer preference. Companies should also clearly state the prices of product advertised on social media platforms and adhere to the agreed-upon delivery schedule.