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The Role Social Media Marketing Plays in Customers’ Purchase Decisions in the Context of the Fashion Industry in Saudi Arabia

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  • Khald S. Alatawy

Abstract

Globalization and rapid advancements in communication technologies have changed the way people throughout the world communicate with one another. Social media has grown in popularity as a technology that allows companies and consumers to communicate without being physically present. As a result, businesses in a variety of industries have turned to social media marketing (SMM) to boost consumer interactions, brand value and recognition, word of mouth, and sales. However, some socioeconomic and cultural characteristics in a given location have an impact on the usage of SMM. The growth of social media technology has resulted in a surge in social media users in Saudi Arabia, providing the opportunity for fashion businesses to leverage SMM to make great strides in this region. As a result, the current research project seeks to investigate how SMM (SMM) might influence customer purchase decisions in the Saudi Arabian fashion sector. In this respect, a self-administered online survey with a sample size of 106 participants was performed in the Kingdom of Saudi Arabia. According to the study’s findings, there has been an increase in the usage of social media, and clients now prefer to shop online. Fashion businesses have a lot of potential to employ SMM to boost their brand value, awareness, identity, and word of mouth.

Suggested Citation

  • 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.
    • Handle: RePEc:ibn:ijbmjn:v:17:y:2023:i:1:p:117
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    References listed on IDEAS

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    1. Patria Laksamana, 2018. "Impact of Social Media Marketing on Purchase Intention and Brand Loyalty: Evidence from Indonesia’s Banking Industry," International Review of Management and Marketing, Econjournals, vol. 8(1), pages 13-18.
    2. 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.
    3. Natasha Patricia Bojorges Moctezuma & Rajagopal, 2016. "Role of digital marketing in driving business performance in emerging markets: an analytical framework," International Journal of Business Forecasting and Marketing Intelligence, Inderscience Enterprises Ltd, vol. 2(4), pages 291-314.
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    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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