Impact of social media marketing on creating brand responsiveness

Abstract The aim of the study to examine the Impact of social media marketing on creating brand responsiveness. It focused on public universities in Jordan. Data were primarily gathered through self-reported questionnaires creating by Google Forms which were distributed to a sample (785) student via email. In total, (564) responses were received including (38) invalid to statistical analysis due to uncompleted or inaccurate. Hence, the final sample contained (526) responses suitable to analysis requirements. Structural equation modeling (SEM) was conducted to test hypotheses. The results showed that social media marketing dimensions had impact on creating the response to the brand. However, the results indicated that the highest impact was for e-word of mouth. Based on the results of the study, the researchers recommend