IMPACT OF SOCIAL MEDIA MARKETING ON CONSUMER BEHAVIOR IN SAUDI ARABIA

Abstract

In today's digital era, consumers are influence by the trends on social media. The trends on social media eventually become the decision of the consumer to purchase. Social media become the biggest challenges for business and brands. The aim of this study is to know how social media advertising effect on consumer behavior in Saudi Arabia. The research model of this study consists of three mains elements that influence the social media marketing namely the intention to visit website, purchase or click, brand image and adverting. This study used quantitative approach and gathers the data through online questionnaire survey. The data were obtained from 62 participants from Saudi Arabia and analyses with SPSS for regression analysis and correlation matrix. The obtained result demonstrates there is no impact of social media marketing on consumer behavior due to the noncreative. Therefore, the effectiveness of its creative content should be increased, when adopting social media marketing on a brand.