The Role of Social Media in Marketing Decision-Making

Abstract

This study aimed to identify the role of social media in marketing decision-making through several key dimensions. It examined the extent to which organizations rely on social media as a source of information in the marketing decision-making process. It also explored the nature of the impact of data derived from social media on the quality of marketing decisions in terms of accuracy, speed, and effectiveness. Furthermore, the study investigated the most prominent organizational, technological, and human factors influencing the effective use of social media in supporting marketing decision-making. In addition, it assessed the contribution of social media utilization to improving marketing performance and enhancing organizations’ competitive advantage.

The study adopted a descriptive approach due to its suitability for achieving the research objectives. The findings revealed that social media constitutes a significant source of information for marketing decision-making within organizations. The results also indicated that data derived from social media positively influences the quality of marketing decisions. Moreover, the study demonstrated the effectiveness of social media use in supporting marketing decision-making. Finally, the findings showed that the utilization of social media contributes substantially to improving marketing performance.