Impact of Social Media Marketing on Consumer Purchasing Behavior and Its Role in the Success of Micro-Enterprises

The study aims to identify the impact of social media marketing on consumer purchase behavior. Data were collected by using a questionnaire through personal interview from consumers having account on social media, sample was (250) purchasing consumer, (250) non-purchasing consumer, and (15) micro entrepreneurs.
The study revealed that:
-The level of exposure of more than three quarters of the respondents purchasing consumers was average and high by 52.4% and 24.8%, respectively, and the majority of respondents were characterized by acceptable and rational purchasing behavior of 87.6%.
- The level of exposure of respondents) non-purchasing consumers to the sites was average (72.4%) and high (16.4%) of the respondents.
- The majority of entrepreneurs had average success rate of 66.7%.
-There were statistically a positive significant Correlation between the nature of purchase behavior as the dependent variable and each of the educational level, income level, the level of exposure to social media and shopping level via social media as independent variables at probability 0.01.
- The monthly income level of the most independent variables influenced the nature of purchasing behavior (16%) for purchasing respondents, while the educational level was one of the least independent variables affecting the nature of purchasing behavior by 9%.The monthly income level was one of the most independent variables affecting the level of exposure to social media (19%) for non-purchasing respondents. It was also found that the degree of previous experience of the most independent variables impact on the level of success of the project (16%), while the educational level was one of the least independent variables impact on the level of success of the project by 6%.
-There are significant differences between the average level of consumer (purchasing - non-purchasing) according to the level of income, the number of sources, the existence of an account on social media, the number of social media sites visited, the duration of use of social media  and the number of hours of use.