IDEAS home Printed from https://ideas.repec.org/h/spr/advbcp/978-94-6463-892-9_24.html

The Impact of Corporate Social Media Practices on Responsible Purchasing Behavior of Consumers in Morocco

In: Proceedings of the International Conference on Multidisciplinary Research in Management and Economics (ICMRME 2025)

Author

Listed:
  • Bouaddi Mohamed

    (Moulay Ismail University)

  • El Filali Mohamed

    (Mohammed V University)

  • Lahriga Meryem

    (Sidi Mohamed Ben Abdellah University)

  • Maizzou Said

    (Hassan First University)

  • Beddaa Mohammed

    (Mohammed First University)

Abstract

This study explores the influence of corporate social media practices on responsible purchasing behavior and customer loyalty, with a focus on transparency, social media engagement, influencers, corporate social responsibility (CSR)-related content, user-generated content (UGC), and targeted social media advertising. Through Structural Equation Modeling (SEM), the study tests the relationships between these constructs and their impact on responsible consumer behavior and loyalty. The results reveal significant direct and indirect effects, indicating that social media engagement, transparency, influencers, CSR-related content, UGC, and targeted advertising all positively influence responsible purchasing behavior. Furthermore, responsible purchasing behavior significantly enhances customer loyalty. These findings highlight the importance of companies leveraging social media platforms to communicate their ethical practices, build consumer trust, and encourage responsible consumption. The study provides valuable insights for companies aiming to strengthen their marketing strategies by integrating social media practices that resonate with ethically-minded consumers. These strategies not only enhance customer loyalty but also contribute to the promotion of sustainable and socially responsible purchasing decisions.

Suggested Citation

  • Bouaddi Mohamed & El Filali Mohamed & Lahriga Meryem & Maizzou Said & Beddaa Mohammed, 2025. "The Impact of Corporate Social Media Practices on Responsible Purchasing Behavior of Consumers in Morocco," Advances in Economics, Business and Management Research, in: Ait Oufkir Abdellah & Younes Ben Zaied & Mohamed Charif El Harrane & Lalla Touhfa Belgnaoui (ed.), Proceedings of the International Conference on Multidisciplinary Research in Management and Economics (ICMRME 2025), pages 433-452, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-892-9_24
    DOI: 10.2991/978-94-6463-892-9_24
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a
    for a similarly titled item that would be available.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:advbcp:978-94-6463-892-9_24. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.