اثر التسويق باستخدام وسائل التواصل الاجتماعي على نية الشراء في الاردن

This study aimed to examine the impact of social media marketing through its dimensions (firm creation content, user generated content) on purchase intention in Jordan. The study used the purposive sample to reach the people who used social media for marketing goals in Jordan. The study used descriptive analytical approaches such as: frequencies, percentages, means, and standard deviations to describe data and the simple and multiple regressions to test hypotheses. Some important findings of this study were: there was a significant impact of social media marketing on purchase intention in Jordan. Social media explained 59% of the variation in the purchase intention. There was a significant impact of firm creation content on purchase intention. Firm content explained 56.4 % of the variation in the purchase intention. There was a significant impact of user content on purchase intention. User generated content explained 34.1% of the variation in the purchase intention. Some of the main recommendations were that companies should adopt social media marketing on their businesses especially in marketing and they should improve their creation content effectiveness. Keywords: Social media, Firm creation, User generated, Purchase intention.