Saudi Retail Firms’ Attitudes Towards Social Responsibility in Advertising: A Comparison with Western Firms

Abstract

The purpose of this study is to determine the attitudes of Saudi retail firms towards social responsibility in advertising, in comparison with western firms. In order to meet this objective, a qualitative research method is employed, using interviews as the primary source of information. The study finds that Saudi retail firms expect advertising to be socially responsible, in order to safeguard both them and their consumers, as well as society in general. They believe that social responsibility involves being mindful of society, and being equipped with values such as fairness and honesty that they consider will protect the interests of society. The limitation involved in this study is that only a small sample group is interviewed, although the interviewees represent the strongest stakeholders in the sector concerned. This study is significant as it enhances the understanding of the importance of social responsibility, and determines the factors that hinder its implementation.