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Role of social media in brand development in Saudi Arabia

Author

Listed:
  • Abeer Al Saud

    (Owner of Doe Sandwich, Saudi Arabia)

  • Muhammad Khan

    (Effat University, Jeddah, Saudi Arabia)

Abstract

Literature is ripe with the scholarly contributions on brand development from all aspects. The new marketing tools and techniques are introduced frequently. However, the impact social media has had on brand development is no match to traditional promotion in 4Ps. The information about Saudi Arabia is specially rare. This article based on a survey of 200 social media users on www.surveymonkey.com evaluates the role of social media in brand development in Saudi Arabia. The results from this Saudi example show that social media including Facebook and Twitter are among the most effective tool to develop a brand as compared to traditional promotional methods. It has also been found that these media are more successful in Saudi Arabia to develop the brand recall and image.

Suggested Citation

  • Abeer Al Saud & Muhammad Khan, 2013. "Role of social media in brand development in Saudi Arabia," European Journal of Business and Economics, Central Bohemia University, vol. 8(1), pages 4-81:8, September.
    • Handle: RePEc:aad:ejbejj:v:8:y:2013:i:1:p:4-8
    DOI: 10.12955/ejbe.v8i1.1
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    Citations

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    Cited by:

    1. Hessah Alqahtani & Fei Xue, 2022. "The influence of Snapchat ads on students buying behaviors in Saudi Arabia," Eximia Journal, Plus Communication Consulting SRL, vol. 5(1), pages 51-61, July.
    2. Khald S. Alatawy, 2023. "The Role Social Media Marketing Plays in Customers’ Purchase Decisions in the Context of the Fashion Industry in Saudi Arabia," International Journal of Business and Management, Canadian Center of Science and Education, vol. 17(1), pages 117-117, February.

    More about this item

    Keywords

    Social MediaBrand Development; Saudi Arabia;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

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