Investigating Social Media Influences on Consumer’s Behaviors Purchasing Sports Apparel

Abstract

Social media is the most prevalent means of communication among young people today; consequently, social media provides an ideal platform for promoting brands of products and services, influencing consumers’ purchasing decisions, and increasing the desire to use products offered.  Companies selling sports apparel (like Puma and Adidas) have approached marketing through social media, investigating social media’s effect on consumer behavior and choice of sports apparel in Saudi Arabia. To achieve the objectives of this research, and to answer the questions posed a descriptive analytical approach was used, and a survey (questionnaire and interview) tools were distributed to a sample of consumers and e-consumers of sportswear (comparative between Puma and Adidas). To test the effects of age, gender, living area, and the respondents’ educational level on customers’ preference for Puma and Adidas (t-shirts and shoes), the researcher investigated whether preferences for Puma and Adidas sportswear brands (t-shirts and shoes) are affected by the age, genders, living area and educational level of the respondents.

Keywords: consumers, behavior, influenced, social media, sports apparel, sportswear.

DOI: 10.7176/EJBM/11-26-07

Publication date:September 30^th 2019