Examining the Effect of TikTok on the Moroccan Consumer Buying Decision Process after the Pandemic

Abstract

After the pandemic of covid 19, the growth in social media has provided and created opportunities for both consumers by simplifying the buying process to simple clicks and product searching for companies to merge and strengthen their online presence. Given the importance for marketers to recognize the consumer way of making the buying decisions, acknowledging the consumer decision-making process starts with the awareness of identifying needs passing by collecting information in the form to satisfy these needs, evaluating the options available and alternatives to making the final decision of buying and finally explaining the satisfaction or dissatisfaction by considering this purchase decision. This study aims to understand how social media marketing channels can impact the five stages of the buying decision process after the pandemic. This paper will analyze the effect of social media marketing on the buying decision process. It has been designed to work and focus on TikTok as a social media marketing channel since it occupied an important role during the pandemic and has extensive growth and a global community. Furthermore, an online questionnaire is administered to investigate how this platform can impact Moroccan customers' purchasing decisions to meet their demands after the pandemic of covid-19.