Effect Of Social Media Review On Libyan Students’ Digital Product Purchasing Behavior

Abstract

Last few decades, social media has dramatically changed human communication and purchasing behaviour. The impact of social media reviews has tremendously captured scholars’ attention. Despite the substantial amount of research on social media reviews, there is a significant gap in predicting the effect of social media reviews on students purchasing behaviour especially related digital products. Therefore, this study aims to investigate the effect of social media reviews on students’ digital purchasing behaviour. A cross-sectional descriptive study was conducted to find out how social media review effects Libyan students’ digital product purchasing behavior. This study developed a structured questionnaire by adapting items from several prior studies. This study targeted Libyan students as its respondents and distributed the questionnaire link through social media. Structural equation modelling (SEM) was applied to quantify the effect of all these variables. The results and findings of this research quantify the effect of social media reviews characteristics on purchasing decision, especially for digital products.