The Impact Of Social Media Content Creators’ Activities On Purchasing Behavior

A Field Study On Consumers In The Fast-Food Sector In Syria

Abstract

This study aimed to analyze the impact of content creators’ activities on social media on consumers’ purchasing behavior in the fast-food sector in Syria. This comes in light of the growing use of digital promotional content and the       increasing reliance of consumers on informal recommendations. The researcher adopted a descriptive-analytical approach, and data were collected from a sample of 385 consumers through an electronic questionnaire based on a five-point Likert scale. The independent variable—content creators’ activities—included four dimensions: credibility, attractiveness, interaction, and frequency of marketing messages. Meanwhile, the dependent variable—purchasing behavior—was measured through four dimensions: purchase intention, purchase decision, brand loyalty, and recommendation behavior. The results revealed a statistically significant effect of content creators’ activities on all the studied dimensions of purchasing behavior. The most notable impact was observed on the purchase decision, followed by recommendation behavior and brand loyalty. The study recommended leveraging content creators’ activities as part of digital promotional tools in marketing campaigns and proposed conducting future studies that incorporate mediating variables such as "brand trust" or "demographic characteristics" to more accurately explain the mechanisms of influence.