واقع التسويق عبر شبكات التواصل الاجتماعي لدى الشركات الفلسطينية (دراسة حالة شركات بيع الأجهزة الإلكترومنزلية في قطاع غزة)
شادي فريد فتحي أبو سلطان
The study aimed at identifying the reality of marketing through social networks for household electrical appliances companies in the Gaza Strip from the point of view of the managers of these companies, which market their devices through their pages through social networks, and reveling the level of satisfaction of customers of the companies in Gaza Strip for the services provided to them from the point of view of the customers.The sample of the study consisted of (86) managers of companies they were selected in a comprehensive survey method, and a number of (291) customers of these companies who are shopping through their pages through social networks they were selected in a self-selection sample method, the researcher used the descriptive analytical method, and the researcher designed two questionnaires, one of them for managers, and the second one for customers. The results of the study were as followings: • Facebook is one of the most used social networking sites for companies selling electronics devices in Gaza governorates, which presented (86%) and it took the first position among these sites, while Twitter was the last position among the sites , which presented (20%). • Whats App is one of the most used social networking sites for companies selling electronics devices in Gaza governorates, which presented (84%) and it took the second position among these sites. • The usage of social networking sites of all kinds helped companies in the process of promoting their electronic devices by a large percentage and far superior to traditional means. • Low interest of the managers of companies in their pages through social networks. • Electronic promotion came the last among the axes of the questionnaire with a relative weight (%35.4) ,from the point of view of the managers of companies selling household electrical appliances which is high. • The characteristics of social networks ranked first among axes of the questionnaire , with a relative weight (81.2%), from the point of view of the customers which is very high. The study recommended the need to encourage the Palestinian companies to trend towards marketing via social networks because of its importance in increasing the market share of the company, and increasing sales, and reducing marketing expenses, and the need to offer real incentives to customers by the company that positively affect their level of satisfaction and loyalty to these companies. Managers and employees asked to be able to know the latest technologies provided by social networks for the usage in the marketing process.