INFLUENCE OF SOCIAL MEDIA ON THE PURCHASE DECISIONS OF CONSUMERS IN SAUDI ARABIA

Abstract

Social media influencers have been gaining momentum in the recent years due to the vast development of social media and branding. Thus, this work has examined the influence of social media celebrities on the buying decision of Saudi customers. This study was based on quantitative method. Questionnaire was utilized for data collection among a general population of 101 Saudi customers. Result was analyzed in basic statistic form. The results showed that celebrities influence the customers purchase decision of product by endorsing the brands through the advertisements. The findings showed an attachment of the customers to the celebrities that they prefer. These customers would like to imitate their preferred celebrities in buying and using the same products. Hence it is concluded that the attractiveness of the celebrity, the use of the product by the celebrity, positive image of the celebrity and consumer seeing them as celebrities has significance influence of product purchase decision.