Abstract
The research aims mainly to determine the nature of the influence of reference groups (family, friends, work group) and social media on the purchasing decision (intention, purchasing decision, repurchase) and it was applied to cosmetics customers. Statistical methods and the use of Spss program. The results showed that there is an effect of reference groups on the purchasing decision of cosmetics customers, and it also showed that there is an effect of social media on the purchasing decision of cosmetics customers.
mohsen younis mahdy, M. (2023). The Effect of Reference Groups and Social Media on the Purchasing Decision, an Empirical study on cosmetics customers. Benha Journal of Humanities Sciences, 2(4), 41-66. doi: 10.21608/bjhs.2023.320835
MLA
maha mohsen younis mahdy. "The Effect of Reference Groups and Social Media on the Purchasing Decision, an Empirical study on cosmetics customers", Benha Journal of Humanities Sciences, 2, 4, 2023, 41-66. doi: 10.21608/bjhs.2023.320835
HARVARD
mohsen younis mahdy, M. (2023). 'The Effect of Reference Groups and Social Media on the Purchasing Decision, an Empirical study on cosmetics customers', Benha Journal of Humanities Sciences, 2(4), pp. 41-66. doi: 10.21608/bjhs.2023.320835
VANCOUVER
mohsen younis mahdy, M. The Effect of Reference Groups and Social Media on the Purchasing Decision, an Empirical study on cosmetics customers. Benha Journal of Humanities Sciences, 2023; 2(4): 41-66. doi: 10.21608/bjhs.2023.320835
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