Factors Affecting Saudi Customers’ Attitude Towards Social Media Advertising

Abstract

Throughout the world, internet usage has increased significantly. Technological developments have resulted in more corporations choosing to use the internet for marketing purposes. Statistics reveal that the number of social media users always increases in line with growth in technology and population increases. Although the population of Saudi Arabia has been steadily rising, there has been minimal awareness of how the internet can be used to advertise products. In light of this, the aim of this study is explore how the existing Saudi Arabian culture shapes social media usage. The key factors mentioned relate to the various cultural and economic transitions that have been witnessed in Saudi Arabia. Secondly, the study aims to find out how the internet can be used to market products and acquire more customers. Lastly, the study wants to investigate the factors that affect social media use in Saudi Arabia. In this study, a qualitative approach was adopted because it enables people to analyse their daily experiences. Purposive sampling was chosen as the method of data collection; this involved interviewing both female and male participants with relevant knowledge. The findings revealed that socialization, leisure, opinions, information, and entertainment were some of the reasons for social media use, with socialization being the major reason. The study also found that people react to social media platforms differently. While some people might only be interested in reading other people's posts, others would comment and even share videos. The research has some limitations, as it does not explain the management of misinformation or how this can be dealt with exhaustively. Nevertheless, the study is significant because it could assist marketers wishing to ensure that their social media advertisements achieve the required outcome, namely attracting the attention of potential consumers.

Keywords: Internet, social media advertisement, customers’ attention, technology adaptation, digital marketing, cultural influences.