The effects of social media digital channels on marketing and expanding the industry of e-commerce within digital world

Abstract

The primary research question investigated was: What is the effect of social media channels on e-commerce expansion and marketing by Jordanian firms? The specific objectives included examining social media channels' effect on Jordanian companies' marketing and exploring social media's impact on Jordanian e-commerce expansion. To achieve the research goal, a quantitative method was used in which fifty social media managers of Jordanian firms were recruited and surveyed. A key result from the analysis conducted was that social media enables word-of-mouth expression by users regarding certain brands that positively and significantly increase the marketing effect of the firms. The other result noted from the analysis is that an increasing number of loyal followers can eventually lead to reduced e-commerce of firms if they fail to align the products and services with customers' interests. One limitation of this research was a small sample, which reduced the generalization of the results. One recommendation from this research is that Jordanian firms should create entertaining and engaging social media posts that ensure customers can share their positive experiences using specific products, leading to significant marketing impact.