The impact of using Instagram on the purchase decision of pink marketing customers: (an applied study of the beauty centers in Amman)

Authors

Elaph Nayef AlhamadFollow
Abdel-Aziz Ahmad Sharabati Prof. Dr., Middle East UniversityFollow

Abstract

The article aims to investigate the effect of using Instagram on the purchase decisions of Pink Marketing Customers. This study uses a quantitative descriptive cause-effect and cross-sectional approach. To implement this study, data were collected from 41 beauty centers in Amman using a questionnaire. After confirming the suitability of the data, it was coded against SPSS. Then normal distribution, validity, and reliability of the tool were assured, followed by descriptive analysis and correlation between the variables. Finally, the effect was tested by multiple regressions. The study showed many results, most notably the presence of an effect of using Instagram with its dimensions (Brand Familiarity, Product matching, Electronic word of mouth) on the purchase decision of Pink Marketing customers. This study was conducted on beauty centers in Amman, so this study recommends conducting future research to collect more data over a longer period to verify the validity and

reliability of the current model and measurement tool. The study recommends conducting more research to include other beauty centers in Jordan and beauty centers outside Jordan to ensure that the results can be generalized. Today, the application the use of Instagram in the purchase decision process in beauty centers in Amman has become one of the most important things that beauty centers must take into account. That is why the use of Instagram must be applied in the vision, mission, and strategies of beauty centers in Amman to direct daily plans and operations toward achieving competitive advantages. This study recommends that other beauty centers consider the importance of using Instagram because of its impact on business continuity. This study can be considered one of the few studies that deal with the use of Instagram and explores its impact on the purchase decision in beauty centers in Amman.

Recommended Citation

Nayef Alhamad, Elaph and Sharabati, Abdel-Aziz Ahmad Prof. Dr. (2023) "The impact of using Instagram on the purchase decision of pink marketing customers: (an applied study of the beauty centers in Amman)," Journal of the Association of Arab Universities for Research in Higher Education (مجلة اتحاد الجامعات العربية (للبحوث في التعليم العالي: Vol. 43: Iss. 01, Article 54.
Available at: https://digitalcommons.aaru.edu.jo/jaaru_rhe/vol43/iss01/54