The Impact of Social Media Marketing on Consumer Purchase Intention: Consumer Survey in Saudi Arabia

Abstract

The main purpose of the current research was to find out the impact of social media marketing on the purchase intention of the customers. The study was conducted in Saudi Arabia. It is a quantitative research based primary data collected through structured close ended questionnaire, distributed online. Results were drawn based on 121 responses using factor analysis, ANOVA and regression analysis. The results showed that 92.4% of the customer purchase intention has been explained by Social Media Marketing. The results are statistically significant.

Keywords: Social Media Marketing, Saudi Arabia, nnConsumer Purchase Intention

DOI: 10.7176/JMCR/56-03

Publication date:May 31^st 2019