Evolving factors influencing consumers attitudes towards social media (original) (raw)
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SSRN Electronic Journal
This study aims to increase understanding of the factors affecting consumer attitudes towards social media marketing and the use of social media. By applying the reasoned action and its early variations, the paper proposes a research model, which examines the determinants of consumer attitudes towards the use of social media marketing and consequent impact on social media use. Data for the study was collected from 372 consumers in Saudi Arabia. Using the Partial Least Square method, the model was tested using a two-stage process, model evaluation and testing the significance of the model. The findings support most of the hypotheses. In summary, of the nine hypotheses tested, six were supported, while three were not. The results show that knowledge of social media and its following have positive effects on attitude towards social media marketing and use of social media, while fear and foresight of social media has no effect on attitude towards SMM and use of social media. Attitude toward social media marketing is also an important factor in social media use. The findings broaden and deepen our understanding of the factors affecting consumer attitudes towards marketing with social media and use in Saudi Arabia. The results have useful implications to marketers, who are increasingly using social media as a business strategy. The paper discusses the implications of the finding and provides direction for future research. Marketing through social media particularly in the Arab region is not well understood due to paucity of research in this area. This paper bridges the research and knowledge gap.
The Impact of Social Media Marketing on Consumer Purchase Intention: Consumer Survey in Saudi Arabia
Journal of Marketing and Consumer Research, 2019
The main purpose of the current research was to find out the impact of social media marketing on the purchase intention of the customers. The study was conducted in Saudi Arabia. It is a quantitative research based primary data collected through structured close ended questionnaire, distributed online. Results were drawn based on 121 responses using factor analysis, ANOVA and regression analysis. The results showed that 92.4% of the customer purchase intention has been explained by Social Media Marketing. The results are statistically significant.
The Impact of Perceived Social Media Marketing Activities: An Empirical Study in Saudi Context
International Journal of Marketing Studies
Purpose – The purpose is to investigate the impact of social media marketing activities in the context of Saudi consumers of social media. A research model is developed in this study to examine the relationships. Design/methodology/approach – This research is quantitative and uses the probability sampling technique, simple random sampling. Data is collected through a questionnaire in a survey of 241 Saudi social media users. Structural equation modeling (SEM) with PLS 3 was used with SPSS 22.0 for statistical data analysis. Chi–square and overall model fit indices further confirm the structural model fit. Findings – The results indicate that social media marketing activities significantly influence brand loyalty, purchase intentions, value consciousness and brand consciousness; brand loyalty has a significant statistical impact on eWOM; eWOM influences purchase intention significantly; brand consciousness does not mediate the relationship between perceived so...
Adoption of Social Media Marketing- An Overview of UAE Service Firms
International Journal of Business Administration and Management Research, 2017
Advancement in information technology has impacted almost all the businesses and management functions and operations. In the contemporary times, businesses are integrating internet based services in their business model and offerings made to customers. Service firms have been pampering customers with facilities readily available through social media websites. The trend points to the fact that firms are aware of the preferences that necessitate providing relevant information to their target market through social media websites with stylish looks and a lot of imageries. This not only gives the customers a pleasing experience but also entice them to purchase. This study explores various marketing efforts made through social media by the services sector. Selected service organizations from hospitality and airlines sector in United Arab Emirates (UAE) are taken into consideration to conduct the study. The study also brings forth opinions of respondents on issues related to social media in the service sector. The research findings provide useful insights for practitioners, brand managers to understand how social media is affecting consumer behavior, enabling them to customize their social media strategies. The study is also helpful for the academicians and students to further enhance their knowledge on this growing issue of topical interest.
The Impact of Social Media on Customer Behavior - Evidence from Lebanon
This study investigates the impact of social media advertising on customer behavior; specifically its impact on customer decision-making through social proof, customer perceptions of brands, and customer loyalty. No studies tackled this topic in Lebanon and this gap was the main motive behind this study. A quantitative deductive method was employed and a questionnaire was sent to Lebanese customers to achieve the objective of the study. The final sample obtained is 147. The findings revealed a positive correlation between social media usage, customer decision-making, customer attitudes and perceptions toward brands, and customer loyalty. The study's findings emphasize the complexity of customer behavior in the age of social media. This complexity underscores the need for multifaceted and holistic approaches to understanding and influencing customer choices. The study contributes to the literature on emerging trends in customer behavior driven by the digital landscape. It highlights the growing significance of social media as a channel for information, interaction, and influence, reaffirming the need for businesses to adapt and evolve their strategies accordingly.
Customers' Attitude towards Social Media Marketing
The usage of Social Media is increasing exponentially to satisfy the social needs of internet users, at the same time it has also increased the opportunities for corporate to market their products & services in a personalized way. The past record shows that social media has contributed significantly in changing the perception of customers in buying process. Organizations can't ignore the growing importance of social networking sites on the buying behavior of customers. This paper is an attempt to examine the extent of social media in making /influencing buying decision of customers. The paper is based on descriptive research design & close ended questionnaire is used to collect the primary data from social media users. Conclusions of paper reveal the attitude of customers' towards social media marketing
2016
The study aims to explain how the influence of Social Media is reflected on consumers’ purchasing decisionmaking process and if this influence differs at the various stages of this process. Quantitative research method is adapted for the purpose of this research. The primary data was gathered by sending out questionnaire to a convenient sample of 310 individuals in Aseer Region in Saudi Arabia. The study finds that the influence of Social Media differs according to the various stages of the consumers’ purchasing decision making-process. The influence was more on information post purchase stage, followed by purchase decision stage. The study also highlights implications for marketers that have the opportunities to seize the power of influence of Social Media.
Impact of Social media marketing on consumer purchase intention
The main purpose of the current research was to find out the impact of social media marketing on the purchase intention of the customers. The study was conducted in Saudi Arabia. It is a quantitative research based primary data collected through structured close ended questionnaire, distributed online. Results were drawn based on 121 responses using factor analysis, ANOVA and regression analysis. The results showed that 92.4% of the customer purchase intention has been explained by Social Media Marketing. The results are statistically significant.
SOCIAL MEDIA MARKETING IN THE UAE
iseing.org
This purpose of this research was to gain an insight into the extent of social media marketing usage by organizations in the United Arab Emirates (UAE). In-depth interviews from marketing experts were initially conducted in order to gain some insight of social media marketing. From the insights gained, a survey questionnaire was designed and issued online. One hundred and twenty respondents completed the survey. This structured questionnaire established an effective link between the research objectives and the questions asked.
Factors That Influence The Usage of Social Media In Marketing
Recently, social media has become a popular marketing instrument. Most businesses start to use social media to promote brands, goods and services to customers. The purpose of this study is to determine the factors that influence the usage of social media as a marketing tool among the Small Medium Enterprises (SMEs) in Malaysia. Comprehensive searches based on document analysis/academic literatures have been conducted. The findings reveal several factors namely usefulness, ease of use and enjoyment influence the usage of social media by the Malaysian SMEs, and resulted in proposing a conceptual framework. The evidences gathered in this study are useful and can be served as guidance for SMEs' entrepreneurs and marketers in using social media in the future.