Exploratory Study: How Social Networks Effect the Purchasing Intentions of Moroccan Consumers?

  • M. Chouaib Dakouan
  • M. Redouane Benabdelouahed
Conference paper
Part of the Springer Proceedings in Business and Economics book series (SPBE)


This article aims to explain the effect of content broadcast on social networks on the purchasing intentions of Moroccan consumers. To do so, the authors conducted a survey on 500 social networks users in Morocco in 2018. Results show that there’s a huge impact of shared content on the purchasing decisions. This study will also help to determine the factors that influence the decisions of Moroccan consumers on social media channels. Due to the current economic situation in Morocco caused by the stop of purchase of some products by the customers, this study can help the professionals find some measures to take into account for their future communication campaigns.


Social networks Content Communities Media 



The authors thank all participants for their involvement and collaboration by completing the questionnaire to build the necessary empirical database for this study.


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Copyright information

© Springer Nature Switzerland AG 2019

Authors and Affiliations

  • M. Chouaib Dakouan
    • 1
  • M. Redouane Benabdelouahed
    • 1
  1. 1.Hassan II UniversityCasablancaMorocco

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