The Role Of Social Networking Video Messages In Business Marketing

Abstract

The main objective of this study is to know and reveal the role of video content of social networks in business marketing, as well as showing its impact on the purchase decision among university students. Facebook and Instagram are selected because they are more well-known by users and have impact on business marketing. In this study, a descriptive method used and relied on survey forms. The research sample consisted of public universities’ students (media, and public relations department) of Sulaimani, Salaheddin, Halabja, Sulaimani Polytechnic, and Erbil Polytechnic universities. Empirical results of the study indicate that Instagram platform is mostly used by university’ students compare to other platforms. In addition, the majority students watch social networking’ videos at a high level (%51,33) to get information about products and goods. Moreover, the short length of video production also has an impact on goods and products.