Consumers Involvements with Social Media in Saudi Arabia: A Marketing Perspective | Chapter 15 | Current Perspective to Economics and Management Vol. 4
Social network channels have sparked millions of users in
almost to our society. Furthermore, these new tools of connection obtain users'
trust by interacting with them at a more profound level, as regional and
worldwide marketing organizations have realized social networking as an
underlying buying platform and have used this reform to encourage advertisement
campaigns and marketing approaches by social networks channels. A company
cannot stand in the market with the lack of social media channel now. Notwithstanding
the increase of social networks and the widespread diffusion of different
information means, limited studies have been done concerning the marketing
perspectives of these channels of communication in the Arab region. The motive
for this study is to examine the tool of these media and determinants that
affect the purchasing behavior of the Saudi consumer. To study a sample of 226
respondents via. Google forms and monkey survey (online) using a close-ended
questionnaire with the care of reducing non-response error was addressed in the
research. For analysis descriptive (frequency distribution statistics), with
the Chi-square goodness of fitness test at P. Value 0.05 (for hypothesis test)
was applied and the outcomes were explained respectively in the research. In
the result analysis, it is discovered that there is variance among the
respondents in time duration spent on social media and purchasing preferences
within the social media platform as well as a result shows that there is a
remarkable difference in preferences in the use of social networking sites
among the respondents.
Author(s) Details
Mohammad Zulfeequar Alam
Department of Marketing,
College of Business Administration (CBA), University of Business and Technology
(UBT), P.O.Box 110200, Jeddah 21361, Kingdom Saudi Arabia.
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