IntroductionThroughout the years the use of internet has changed and the use of social media in specific has improved, transforming the online industry and its effects to a whole new level.Purchasing decisions is always affected by the factors that surround the purchaser, whether they are economic factors, political factors, social factors or technological factors. These factors impact the final decision that is taken and might create a new need that the purchaser didn’t realize before.This report is done to take a closer look at the impact -if there is one- of social media on purchasing decisions of mobile phones due to demographic factors. It will specifically focus on the impact of Facebook on its users and measure to what extents does it affect the purchaser.Statement of the problem The Buyer decision process is the decision-making process used by consumers regarding market transactions before, during, and after the purchase of a good or service.More generally, decision-making is the cognitive process of selecting a course of action from multiple alternatives. Common examples of decision-making processes include shopping and deciding what to eat. Decision-making is also considered a psychological construct meaning that, although a decision cannot be “seen”, it can be deduced, from observable behavior, that a decision has been made. Therefore, a psychological “decision-making” event or process has occurred. It is a process that attributes commitment to action that is, based on observable actions, it can be assumed that people/consumers/customers etc. have made a commitment to affect the action.Facebook, an online social networking platform allows users as well as companies to join an online community, share music, photos and information that can be viewed by other users (privacy of posts depends on the settings that each user chooses). Facebook has experienced a huge rise in the number of users it has since it launched, making it the largest online social networking platform available for everyone. It also has an immeasurable amount of businesses –ranging from the smallest to the largest including worldwide brands- on its platform using Facebook as a way to reach this online community and create a community of their own, and be able to engage their customers. With that being said, it is only normal that Facebook starts impacting and influencing consumer decisions for many reasons including: online comments/reviews made by people and friends on Facebook and make purchases based on them. As well as being affected by the ads they encounter online. This rises up the following questions; what is the impact of using Facebook on purchasing decisions? Are there any differences of changes in Facebook’s impact on purchasing decisions due to demographic factors?objectives1. To investigate the impact of using Facebook on purchasing decisions. 2. The impact of using Facebook on the purchase of electronic devices. 3. To support the decision-maker to take the right decision. 4. To investigate if there is any change in the impact of using Facebook due to demographic factors.Importance of knowing the impact on our decisions:1. This report will be of benefit for the decision-maker because it summarizes the need of using Facebook to search for reviews and comments made by the online community in order to aid in making the decision of either buying a certain product or service or not. Being so transparent, Facebook will be a great way to search for credible reviews and ratings on whichever brand the user requires.2. users will benefit from this as they will find an article about the importance of Facebook and whether it affects the decision-making process.3. New Advertising agencies which need to start their business will find the article valuable and will pursue them to advertise or increase advertising on Facebook.4. Customers will find the article useful because it will shed some light upon the importance of one of the most significant social media platforms. Customers will also understand the importance of sharing their honest reviews as they can see the effect they have on other online users that use Facebook as a tool to help in the decision-making process.The effect of Facebook on the purchasing decisionReference: (Wang, Yu, Wei, 2012), (JongRoul Woo , et al, 2015), (Aral, et al, 2013), (Wilson, Gosling, et al, 2012)Operational definitionFacebook is a popular free social networking website that allows registered users to create profiles, upload photos and video, send messages and keep in touch with friends, family and colleagues. The site, which is available in 37 different languagesFacebook includes public features such as:· Marketplace – allows members to post, read and respond to classified ads.· Groups – allows members who have common interests to find each other and interact.· Events – allows members to publicize an event, invite guests and track who plans to attend.· Pages – allows members to create and promote a public page built around a specific topic.· Presence technology – allows members to see which contacts are online and chat.Purchasing decisionA buying decision process is the process a customer goes through when buying a product. It can be seen as a particular form of a cost-benefit analysis. The buying decision model has gone through lots of interpretation by scholars.When making a purchasing decision there are five stages that consumers carry out:· Problem/Need Recognition· Information search· Evaluation of Alternatives· Purchase Decision· Post-Purchase BehaviorFacebook provides a wide ranging and encompassing online social network ecosystem that allows you to share music, photos and information that can be seen by your friends in their timeline and ticker.Its impact is also starting to be seen as influencing consumer decisions as people notice online comments by friends on Facebook and make purchases based on this sharing.Facebook’s role in the socialization of the online buying process continues to expand as it entrenches its presence as the social network of choice globally for over 800 million users. In fact, according to many researches Facebook will hit the 1 billion user mark by August.Some of the power of Facebook in the online shopping environment is in its ability for people to share what products they like to their friends and also highlight their buying decisions.40 percent of consumers prefer social logins with most people (60%) preferring Facebook.Buying decision process is the process a customer goes through when buying a product, and as mentioned before, it has 5 stages that were first introduced by Engel, Blackwell and Kollat in (1968) The stages are:1. Problem/Need recognition: is the first and most important step in the buying decision. Without the recognition of the need, a purchase cannot take place.2. Information search: is the next step that the customers may take after they have recognized the problem or need in order to find out what they feel is the best solution.3. Evaluation of alternatives: At this stage, consumers evaluate different products/brands on the basis of varying product attributes, and whether these can deliver the benefits that the customers are seeking.4. Purchase decision: the final purchase decision can be disrupted by two factors: negative feedback from other customers and the level of motivation to comply or accept the feedback.5. Post-purchase behavior: These stages are critical to retain customers. In short, customers compare products with their expectations and are either satisfied or dissatisfied. This can then greatly affect the decision process for a similar purchase from the same company in the future, mainly at the information search stage and evaluation of alternatives stage. If customers are satisfied, this result in brand loyalty, and the information search and evaluation of alternative stages are often fast-tracked or skipped completely.(Wang, Yu, Wei, 2012)In this report we are going to talk about the fourth stage of the purchasing process. This article talks about how the importance of customer’s interactions and communication through peer communication using various social media platforms has been increasing day by day with the increasing growth of social media. Moreover, this paper looks through how the relationships on the individual-level and group-level affect user’s attitudes towards products and its effect on their purchasing decisions based on a socialization structure. The survey that was conducted to look through this topic and was distributed on 292 users of social media for interactions; say that the relationships on the individual-level and group-level have positive affect and influence on purchasing decisions and product attitudes.Purchasing decisions is influenced directly and indirectly; directly through conventionality with peers, and indirectly through enhancing product involvement.The survey also showed that the influence of user’s need for distinctiveness on the effect of interactivity using social media on product attitudes and responses is moderate. (JongRoul Woo , et al, 2015)This article looks through the different social networks and channels to see which one is more effective and have an on user’s purchasing decisions for a specific product. Moreover, this paper searches the information searches for these products.What was found is that the impacts of various media channels have on purchasing decisions depend mainly on two factors which are: sociodemographic variables which also depends on the type of product and its category. Users will search for information on the media networks, they depend on their needs and different characteristics to purchase a certain product; this will help companies develop suitable marketing strategies that will reach their specific and identified market segment. (Aral, et al, 2013)This report is focusing on how social media has been producing considerable results about interaction and dynamics among individuals and companies, but it is still in its early stages, since “not even the term social media has a universally agreed definition, and there is no standard typology of social media platforms upon which everyone agrees” (Weller, 2015). Social media is being recognized as a tool and business managers advocate for its inclusion to the overall strategy because customers often rely on these platforms to interact with friends and brands (Rapp et al., 2013). Companies use virtual social media to enhance interaction with their current and potential customers by publishing posts. Posts use publications features such as text, photos, and videos, which can facilitate interaction among users (de Vries et al., 2012). We organize the article as follows. First, we briefly present metrics for interaction on the most popular virtual social media. Next, we outline the research background on of post typology and provide the basis for hypotheses construction. Research method and Results are provided after the hypotheses, and we conclude our paper with research and managerial contributions and limitations.(Wilson, Gosling, et al, 2012)The study investigates the impact of Facebook on purchasing decision for college students in Jordan; the research has accomplished the rise of Facebook as social scientists assess the impact of Facebook on social life.The study used quantitative research using questionnaire based on surveys.With over 800 million active users, Facebook is changing the way of life of millions of people.of this paper is to look if Facebook has a positive or a negative impact on purchasing decisions for college students and if Facebook has impact on the purchase of electronic devices.Around 93 percent of Internet users in Jordan use social networks, according to a recent report, and Facebook is their favorite site.The figures, released by IpsosJo, indicated that 88.7 percent of female Internet users in Jordan use social networks, compared to 95.9 percent of male Internet users in the Kingdom.Facebook is the most popular social media site, with 79.9 percent of Internet users in Jordan logging on, and 31.1 percent using Facebook Messenger to make voice calls every day, IpsosJo said.Researchers found that the photo-sharing website Instagram was used by 32.3 percent of Internet users, while 22.3 percent used Twitter and 35.2 percent used Google+ in the Kingdom.Meanwhile, only 4.1 percent of Internet users have LinkedIn profiles, according to IpsosJo.Some 90.7 percent of Internet users chat on WhatsApp, while 71.8 percent use Facebook Messenger for text conversations.Facebook is the most frequently visited website by social media users in Jordan. IpsosJo found that 36.4 percent of Twitter users in Jordan check the website daily, 58.9 percent of Instagram users log in every day, while 84.9 percent of Facebook users visit the site daily.Over All This report differs from other studies because it studied specifically the impact of Facebook on purchasing decisions which wasn’t done before. Moreover, this report studies the impact on purchasing decisions due to demographic variables.