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Effects of Social Media Marketing on Consumer Perception in Liverpool, UK

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The Effect of Information Technology on Business and Marketing Intelligence Systems

Part of the book series: Studies in Computational Intelligence ((SCI,volume 1056))

Abstract

The purpose of this research is to analyze the effects of social media marketing on consumer perception for the people in Liverpool, UK. The descriptive research approach is used for this research. The research collected quantitative data and smart PLS analysis is done to analyze those collected data. It is found out from this research that the effect of social media marketing on consumer perception is positive and is increasing day by day because of the increasing use of the internet. The main limitation of this research was that the researcher was only able to work on the people of Liverpool. If the researcher would get more time and more financial support, the research could be done with vast information collected from a bigger sample size from other areas in the UK too. This research will help the companies to understand the power of social media platforms towards increasing consumer perception and it will also show them the ways to properly use the social media platforms to retain current customers and get new customers.

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Author information

Authors and Affiliations

  1. Department of Business Administration, College of Business, Al Ain University Abu Dhabi Campus, Abu Dhabi, UAE

    Mohammed T. Nuseir

  2. College of Communication and Media, Al Ain University Abu Dhabi Campus, P.O. Box 112612, Abu Dhabi, United Arab Emirates

    Ahmad Aljumah

  3. Abu Dhabi Vocational Education & Training Institute (ADVETI), Abu Dhabi, UAE

    Sarah Urabi

  4. Department of Marketing, Faculty of Economics and Administrative Sciences, The Hashemite University, Zarqa, Jordan

    Barween Al Kurdi

  5. Department of Management, College of Business Administration, University of Sharjah, Sharjah, United Arab Emirates

    Muhammad Alshurideh

  6. Department of Marketing, School of Business, The University of Jordan, Amman, Jordan

    Muhammad Alshurideh

Authors
  1. Mohammed T. Nuseir
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  2. Ahmad Aljumah
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  3. Sarah Urabi
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  4. Barween Al Kurdi
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  5. Muhammad Alshurideh
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Corresponding author

Correspondence to Mohammed T. Nuseir .

Editor information

Editors and Affiliations

  1. Dept of Mngmnt, Cllg of Busness Admin, University of Sharjah, Sharjah, United Arab Emirates

    Muhammad Alshurideh

  2. Department of Business Administration, Faculty of Economics and Administrative Sciences, Hashemite University, Zarqa, Jordan

    Barween Hikmat Al Kurdi

  3. Management Information Systems Department, School of Business, University of Jordan, Aqaba, Jordan

    Ra’ed Masa’deh

  4. Skyline University College, Sharjah, United Arab Emirates

    Haitham M. Alzoubi

  5. Research Institute of Sciences and Engineering, University of Sharjah, Sharjah, United Arab Emirates

    Said Salloum

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Nuseir, M.T., Aljumah, A., Urabi, S., Kurdi, B.A., Alshurideh, M. (2023). Effects of Social Media Marketing on Consumer Perception in Liverpool, UK. In: Alshurideh, M., Al Kurdi , B.H., Masa’deh, R., Alzoubi , H.M., Salloum, S. (eds) The Effect of Information Technology on Business and Marketing Intelligence Systems. Studies in Computational Intelligence, vol 1056. Springer, Cham. https://doi.org/10.1007/978-3-031-12382-5_3

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  • DOI: https://doi.org/10.1007/978-3-031-12382-5_3

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