This research focuses on studying the effect of using social media platforms on customer behavior and business objectives in Jordan. The research chose three of the most famous platforms of social media and those platforms are Facebook, Instagram, and Twitter. By using a quantitative model this research collected around 350 research questionnaires using digital surveys designed by using Google drive and distributed online on previous social media platforms. The research analysis process is executed by using AMOS software, and this comprised structural equations (SEM) modeling and regression analyses. The research study output found strong effects and relationships between social media platforms engagement and a variety of consumer expenditure variables, including brand loyalty, product suggestions, and purchase decisions. Important components of each platform, including user interaction, influencer endorsements, and content relevancy, were also identified by the study as having a direct effect on consumer behavior. The research also showed how businesses may achieve their marketing objectives, boost customer engagement, and enhance their reputation by utilizing social media strategies. The significance of social media website platforms in shaping consumer behavior and propelling business success is highlighted by these studies. To reach their goals and have the most influence on customer decisions, businesses should think about using platform-specific features and investing in targeted social media advertising.

The purpose of this study is to classify the nexus between message appeal (sensual vs. guilt message) via Facebook posts and customers' willingness to pay a premium price. Moreover, to recognize the environmental concerns as a mediator in the nexus between the message appeal and customers' willingness to pay a premium price. This research gained the needed data collected from the academic and administrative staff of the middle east university in Jordan, the sample consisted of 284 participants who have experience with the restaurant that supports the sustainability initiatives. An experimental research design has been developed with one study. A fictitious restaurant has been used in this study, and a fictitious Facebook page has been created to build the sensual and guilt messages posts to expose the participants to. SPSS ver. 23 software has been utilized regarding the study and to gain the intended goals. The results revealed that the customers have a greater willingness to pay a premium and levels of environmental concerns adoption when they are exposed to the stimuli that express the sensual massage then guilt message, environmental concerns played a mediator role on the relationship, and generation is a moderator.

This study aims to explore the impact of satisfaction and trust on stickiness to Facebook. Also, it proposed that hedonic value, emotional value, and social value act as critical antecedents to Facebook stickiness. A quantitative methodology is used to examine the research questions. The research model was tested with data from 511 university students and five academic professors using an online survey. The proposed hypotheses were tested using regression analysis. Furthermore, Data were collected from targeted participants with Facebook experience, among the 511 participants, 353 were females (69.1%), and 158 were males (30.9%). The SEM analysis showed that satisfaction positively and significantly did affect stickiness, where trust did not. Also, results showed while hedonic value affected satisfaction, it did not impact trust. Hence, the results confirmed that hedonic value served as important value concerns for Facebook users. Nevertheless, the study found that both emotional value and social value impacted satisfaction and trust. The current research has enriched the existing study in the fields of customers’ satisfaction and trust on stickiness to Facebook. Moreover, this research is one of the earliest studies that proved that customer value creation serves as an important driving factor for customer satisfaction to generate stickiness to SNS. This study’s results help policymakers and designers of SNS to understand what value factors affect users’ stickiness to Facebook. Their marketing plans and decisions can be accordingly adjusted. This study suggests that marketers need to pay full attention to social value by adding more interactive features such as comments, likes, and shares in order to build social image and increase one’s social influence.

This study aims to determine the effect of advertising exposed by Lazada Indonesia on Facebook toward online purchase intention among the youth in Aceh, particularly the students of Syiah Kuala University. This study uses the Hierarchy-Effect Model to determine the advertising impact. This study used a simple linear regression test. The data were collected through a survey on 155 respondents selected using quota sampling technique from the 12 faculties of Syiah Kuala University. The results of simple linear regression analysis show that the exposure of advertising posted by Lazada Indonesia on Facebook significantly influenced the online purchase intention of Syiah Kuala University students with the impression of 73.2%. The higher the exposure of Lazada advertising on Facebook, the higher the online purchase intention of Syiah Kuala University students.