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

DOI

10.2991/978-94-6463-892-9_24How to use a DOI?

Keywords

Corporate Social Media Engagement; Responsible Purchasing Behavior; Transparency; Social Media Influencers; Customer Loyalty

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.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Bouaddi Mohamed
AU  - El Filali Mohamed
AU  - Lahriga Meryem
AU  - Maizzou Said
AU  - Beddaa Mohammed
PY  - 2025
DA  - 2025/11/17
TI  - The Impact of Corporate Social Media Practices on Responsible Purchasing Behavior of Consumers in Morocco
BT  - Proceedings of the International Conference on Multidisciplinary Research in Management and Economics (ICMRME 2025)
PB  - Atlantis Press
SP  - 433
EP  - 452
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-892-9_24
DO  - 10.2991/978-94-6463-892-9_24
ID  - Mohamed2025
ER  -