The Impact of Social Media Marketing on Consumer Purchasing Decisions: Study Survey of customer feedback in shopping malls and e-commerce stores in Iraq
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Aims This Study to the statement The impact of social media advertising on consumers' purchasing choices customers in Iraq, focusing on both shopping malls and e-commerce platforms. Using a mixed-methods approach, the study combines quantitative surveys and qualitative interviews with 200 Iraqi social media users to analyze the effectiveness of various social media techniques, including advertising, influencer endorsements, user-generated content (UGC), and buyer engagement. The results show that social media significantly influences shopping decisions, with advertising and UGC playing the most prominent roles. Promotions and discounts are particularly effective in driving immediate purchases, while active brand engagement builds trust and loyalty. However, the influence of social media influencers was found to be less significant compared to other factors. The study also highlights the importance of visually appealing content and personalized marketing campaigns, especially for younger audiences. Key insights suggest that groups should prioritize UGC to build consensus, optimize targeted advertising, and implement time-sensitive promotions to drive engagement customers and monetization. The study concludes with practical guidelines for companies to improve their social media marketing strategies in the evolving digital market in Iraq.
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