The Role of Social Media Sites in Enhancing Customer Voluntary Behavior An Exploratory Study of the Opinions of a Sample of Citizens in Nineveh Governorate

Abstract

The purpose of this research is to investigate the impact of the social networking sites in customer voluntary behaviour in the form of four dimensions (sportmanship behaviour, participation in creativity, assistance, and civilized behaviour). Social networking sites represent an interactive field in the digital environment through which data, information, opinions and suggestions are exchanged. As for the voluntary behaviour of the customer, it is the actions that the customer performs to improve his consumption of products as well as improve the environment in which he/ shelives the researcher sought to include in this research the two variables (social networking sites and customer voluntary behaviour) in a comprehensive framework in an attempt to study the nature of the relationship between these variables, through the opinions of a sample of citizens in Nineveh Governorate. The hypotheses were tested using statistical methods for the data collected through the questionnaire form. An electronic questionnaire was designed using the Google Form program and published via electronic platforms for the targeted sample, yield 5620 responses. The study showed there is a positive correlation between social networking sites and customer voluntary behaviour. Also, social networking sites have a positive effect on customer voluntary behaviour. The findings from this present research are expected to benefit the government and civil society organizations and the researchers that specialized in marketing studies.