Factors affecting female online purchase decision

This study enhances the existing literature on female online buying decisions by evaluating factors shaping women’s clothing purchase decision-making. Hence, it investigates influence of social media interactive marketing activities, i.e., electronic advertising (e-Ads), word mouth (e-WOM), interaction (Int.), and content credibility (CC), decisions. The adopted logic quantitative approach using an e questionnaire as a main data collection tool targeting consumers. Data were collected from 388 users, regression analysis was applied. results confirmed association between firm’s use applications activities In addition, pointed out platforms such e-Ads, CC, e-WOM powerful tools that support strategies via their positive result is consistent with previous research (Park, Hyun, & Thavisay, 2021; Tran, 2017). provides several implications recommendations for practice: focusing credibility, enriching brand name page, providing more details about offerings, continuous development advertising, contents, techniques. And future research, this derived its findings evaluation carried in Jordanian market, recommended to extend be conducted other contexts consider demographical economic variables.