The Impact of Social Media Marketing on Consumer Purchase Intention: Consumer Survey in Saudi Arabia (original) (raw)
Related papers
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.
The Impact of Social Media Marketing on Purchase Intention
SULTANIST: Jurnal Manajemen dan Keuangan
Marketing through social media has been one of trends in recent years in marketing science and practices. Shifting from conventional marketing tools, marketers have capitalized various tools and means to attract the intention of new customers or to maintain the current customers. The purpose of this study is to identify the effect of social media marketing on intention to purchase, based on the fact that concept is raising attention of practitioners and researchers. The object of this study is customers who follow at least one type of social media application in Medan, Indonesia. The data were collected through self administers questionnaire with 152 respondents. The data is tested with correlation analysis by using SPSS 15.0 version. The results of the study indicated that social media marketing is positively correlated to intention to purchase when social media marketing (1) contain relevant information (2) offer relevant benefits (3) comparable with other products. The result...
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...
Influencing Factors of Social Media Marketing on Consumers Buying Decisions
Asian Journal of Managerial Science, 2019
In recent years, the world has witnessed a kind of social communication between humans in virtual cyberspace. The social networking is popular in marketing which utilizes the platform to present various marketing programs and strategies. The study based on the affecting influencing factors of social media marketing such as technology, infrastructure, culture, society in consumers’ buying decision in Saudi Arabia.The research focuses on consumer’s behavior and responses, in terms of indirect advertising, exaggerating on praising the product or service, false advertising, deceitful, and unprofessional behaviors. The research was carried out the buying behavior of customer through survey questionnaire. The results of the study concluded there is a relationship between Social media marketing on consumer purchasing decisions. The result further shows that e-advertising on the social media platforms has a negative impact on consumer purchasing behavior by stealth advertisement, unethical ...
Relationship between Social Media Marketing and Consumer Buying Behavior
Peshawar Journal of Psychology and Behavioral Sciences (PJPBS), 2019
The social media has become an integral part of our lives with the introduction of 3G, 4G technology in Pakistan it has become possible for people to stay connected from anywhere any time. The purpose of this study is to find out that if any relationship between social media marketing and consumer buying behavior exist if their existence affected each other in any significant way. For this purpose an online survey was conducted and 100 people responded who were active users of social media in the region of Peshawar an unstructured/ structured questionnaire was designed to collect information from the respondents. The research findings and results confirms that there is a positive relationship between social media marketing and consumer buying behavior as well as that social media can be used as an effective marketing tool in region of Peshawar.
Effectiveness of Social Media Marketing on Customer Purchase Intention
International Journal of Innovative Technology and Exploring Engineering, 2019
Social media marketing has become an inseparable part of human life. It allows customers and prospects to communicate directly about various products/services with their friends. This is just a replacement of word of mouth, which place a vital role and cheapest way of promoting product in traditional marketing. The other important and unique feature of social media marketing is immediacy, which allows the customers to approach directly with the business people. Indeed it is helpful to both business people and customers as they can get the solutions with in no time unless it is a big damage. With the process, business people can maintain a sound relationship with the customers very easily as they are responding to their queries instantly. It is nothing but customer relationship management. It is another pivotal element in marketing. All these features will influence the customers a lot in making their purchase or buying decisions. Customer behavior is the study of when, why, how, and...
Impact of social media marketing on consumer buying behaviour
Nepalese Journal Of Business, A Journal of Uniglobe College , 2022
Abstract This study examines the impact of social media marketing on consumer buying behaviour. Consumer buying behavior is the dependent variable. The selected independent variables are trust in information, concern of privacy, use of social media, security on social media, perception of reliability. The primary source of data is used to assess the opinions of the respondents regarding the change in consumption pattern due to the social media marketing. The study is based on primary data collected from 100 respondents. To achieve the purpose of the study, structured questionnaire is prepared. The correlation coefficients and regression model are estimated to test the significance and impact of social media on consumer buying behaviour. The result showed that use of social media has a positive impact on consumer buying behavior. It implies that more use of social media stimulates the buying behavior of the consumers. Moreover, concern of privacy has positive impact on consumer buying behaviour. It implies that more confidentiality in social media stimulate the buying behavior of the consumers. Moreover, trust in information has a positive impact on consumer buying behaviour. It indicates that better and more accurate the information used in social media marketing stimulate the buying behavior of the consumers. Similarly, security on social media has a positive impact on consumer buying behaviour. It implies that an increase in security on social media stimulate the buying behavior of the consumers. Keywords: Use of social media, concern of privacy, trust in information, perception of reliability, security on social media. S
Impact of Social Media on Purchasing Decision of Consumerwith Special Reference to Lahore, Pakistan
2018
Electronic word of mouth (E-WOM) has very significant impact on purchasing decision of buyers, product awareness, connecting business and marketing. The objective of this research was to explore how social media influence on purchasing decision of consumers. A structured, self-administered questionnaire distributed among 2,500 citizen of posh area of Lahore. Of them, 1,366 questionnaires were used for analysis. This study is descriptive in its nature, we have used frequency distribution and bar graph technique to obtain the results. There were 694 (51%) males and 672 (49%) females participated. It was revealed from findings that both male and female prefer YouTube and Facebook for social networking. On the basis of results, various recommendations were made; online marketers, vendors, executives and marketing managers should deeply understand advantages, benefits and tools of social communications. Moreover, they should apply social media effectively and efficiently to promote their...
Impacts of social media marketing on the buying behaviour of the individuals
International Journal of Research in Marketing Management and Sales
This study shows the impact of digital marketing on individual's behavioral prospect of online consumers of India. This study was performed on the basis of a structured questionnaire for primary data as well as a sample of 186 respondents from Indian consumers to attain their behavioral pattern towards digital marketing. The world is shifting from analog to digital marketing and there is no exception, the usage of digital marketing and social media marketing also increasing. Usage of internet is increasing rapidly everyday and digital marketing has profited the most because it mainly depends on the internet. Consumer's buying behavior is changing and they are more inclined towards digital marketing rather than traditional marketing to buy products or services. Mostly younger generation are using digital and social media sites to purchase products and consumer's are influencing digital marketing advertisements to purchase of products.