This research was written to discover the future trends in new media and social networking .The researchers have taken a personal interest in the developments of Web 2.0 platforms after noticing the impact they have made on society on a global scale as well as in our own daily life. The advances in this technology have altered the way individual users and organizations can communicate with each other. In this study of the social network sites we will concentrate on Facebook and its effectiveness as a tool of marketing in the Saudi population because recently it gained enormous popularity for marketing communications. Facebook especially describes itself as the perfect marketing tool because its developers have created an advertising system which allows businesses to use the information of each Facebook user for targeted advertising. Facebook provides the ideal platform for direct communication between organizations and customers. Marketing on social network sites has to follow new rules and principles and each organization has to clearly determine if social media marketing is appropriate for them or not. Through extensive research and analysis, the researchers intended to find if the Facebook is an effective marketing tool in Saudi Arabia where marketers can reach and influence targeted consumers.

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.