hassouni, mohammed institut supérieur de commerce et d administration des entreprises (iscae) casablanca, Maroc , bennani bouchiba, abdelhamid al akhawayn university of ifrane, Maroc , chakor, abdellatif university mohammed v - faculty of law,economics and social sciences, souissi, Morocco

THE INFLUENCE OF SOCIAL MEDIA ON UNIVERSITY STUDENTS: AN APPLICATION OF THE THEORY OF PLANNED BEHAVIOR

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This study has been done on the influence of social media formats on Al Akhawayn students’ intentions to follow advertising content. The study took place in Morocco, and applied the theory of planned behavior of Ijcek Ajzen (1991). The influence of variables like attitude, subjective norms, and perceived behavioral control on the intention to follow advertising content on social media formats like Facebook brand pages, online videos, and blogs was tested. The advertising formats were chosen because of their user’s familiarity. The main findings from this study were that subjective norms and the ease of performing behavior were the most significant predictors of the intention to like Facebook brand pages and to watch online videos. On the contrary, attitudes, and normative beliefs predicted the intention to follow blogs.

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Theory of planned behavior , social media , facebook brand page , online videos , blogs

Revue Marocaine De Recherche En Management Et Marketing

448