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The Impact of Social Media Attributes on Purchase Intention in the Saudi Foodservice

Author

Listed:
  • Nora Al-Hadban

    (Department of Marketing, King Saud University, Saudi Arabia.)

  • Mohammed Almotairi

    (Department of Marketing, King Saud University, Saudi Arabia.)

Abstract

This study aims to investigate the impact of social media attributes on customer purchase intention in the Saudi foodservice. It is a quantitative study based on the use of a questionnaire designed to fulfill the key purpose of this study. A judgmental sampling strategy is used to select the participants due to the wide population size. 380 questionnaires were collected and 357 were analyzed. SPSS.26 was used to analyze the data and to test the study hypotheses. The findings of this study revealed that social media attributes (perceived usefulness, perceived ease of use, critical mass and perceived playfulness) have has a positive impact on purchase intention.

Suggested Citation

  • Nora Al-Hadban & Mohammed Almotairi, 2020. "The Impact of Social Media Attributes on Purchase Intention in the Saudi Foodservice," International Review of Management and Marketing, Econjournals, vol. 10(3), pages 29-34.
    • Handle: RePEc:eco:journ3:2020-03-5
    as

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    References listed on IDEAS

    as
    1. Friddle, Charlotte G. & Mangaraj, Sandeep & Kinsey, Jean D., 2001. "The Food Service Industry: Trends And Changing Structure In The New Millennium," Working Papers 14340, University of Minnesota, The Food Industry Center.
    2. Kaplan, Andreas M. & Haenlein, Michael, 2010. "Users of the world, unite! The challenges and opportunities of Social Media," Business Horizons, Elsevier, vol. 53(1), pages 59-68, January.
    3. de Vries, Lisette & Gensler, Sonja & Leeflang, Peter S.H., 2012. "Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing," Journal of Interactive Marketing, Elsevier, vol. 26(2), pages 83-91.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Purchase Intention; Foodservice; Social Media Attributes; Saudi Arabia;
    All these keywords.

    JEL classification:

    • M40 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Accounting - - - General
    • M41 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Accounting - - - Accounting

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