THE IMPACT OF SOCIAL MEDIA CONTENT QUALITY ON CONSUMERS’ PURCHASE INTENTION: CASE OF MOROCCAN VERY SMALL ENTERPRISES (VSEs)

In recent years, social media networks have experienced exponential growth, establishing themselves as pivotal platforms for communication and information exchange on a global scale. This paradigm shift has significantly impacted consumer behavior, particularly in how purchasing decisions are made. The present study aims to explore the influence of social media content quality on consumer purchase intentions, with a focus on Very Small Enterprises (VSEs) in Morocco. These enterprises, often constrained by limited resources and budgets, encounter substantial challenges in the realms of marketing and communication. Through a rigorous review of existing literature and an empirical investigation employing a quantitative methodology with a sample of 200 participants, this research seeks to identify the key factors that shape consumer behavior in response to social media content produced by VSEs. Specifically, the study examines the applicability of the Social Media Content Quality (SOME-Q) model, which delineates four key dimensions of content quality: attractiveness, interaction, relevance, and consistency. The findings reveal that three of the four content quality dimensions—namely, attractiveness, interaction, and relevance—exert a positive influence on consumers' purchase intentions. In contrast, content that fails to meet these standards can adversely affect the performance and competitive standing of VSEs. This study highlights the critical role of strategic social media marketing in enhancing the digital presence and market competitiveness of VSEs. The implications of these findings underscore the necessity for VSEs to prioritize content quality in their social media endeavors to effectively engage consumers and drive purchasing behavior.