The Effectiveness of Facebook as a Marketing Tool (Saudi Arabia case study)

Abstract

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.

Pendampingan Promosi Online Desa Wisata “Bukit Roso Wulan” Melalui Pemanfaatan Foto Pada Facebook

“…Hal ini dapat dibuktikan memberi dampak signifikan pada pemasaran suatu produk/jasa, seperti studi kasus produk Samsung (Iblasi et al, 2016), mampu menjangkau konsumen secara luas (Al-Mu'ani et al, 2014). Platform facebook juga efektif dalam memasarkan produk/jasa yang ditawarkan (Al-ghamdi et al, 2014;Shahriar et al, 2019;Wati et al, 2020). Media social Facebook juga dapat meningkatkan jumlah omset penjualan produk/jasa (Prasetyo et al, 2021;Putri, 2022;Trisnawati et al, 2021), serta dapat dengan mudah untuk membuat fans page sesuai dengan produk/jasa yang akan pasarkan (Retnowati et al, 2021).…”

Exploring M-Commerce Vendors' Perspectives in Post-Saudi Vision 2030: A Thematic Analysis

“…Al-Hadban et al [21] conducted a review of a number of studies that investigated the factors that affect the adoption of m-commerce. The study identifies a list of factors that can be investigated in further research including usefulness, ease of use, and trust, among others.…”

Utilization of Social Media and Its Implications on the Performance of SMEs in Dodoma City, Tanzania

“…According to Balakrishnan et al (2014), customers are more interested in buying and providing feedbacks about the product bought via social media. This is due fact that social media enhance interaction between customers and SMEs through receiving and quick replying of messages and comments (Al-Hadban et al, 2014;Basri, 2016;Yan & Musika, 2018). Belanche et al (2019) argue that social media provide opportunities for customers to provide experiences and perception about consumed products and services which expresses their acquired level of satisfaction.…”

“…In turn, this aids SMEs to secure larger market shares and increase sales volume (Choi et al, 2014;Basri, 2016). Al-Hadban et al (2014) show that social media enable the users to see what their friends and famous people are doing, likes and interests. Therefore, they are likely to like and do the same simply because they share same interests and/or attracted to what famous people do.…”

“…Social media has significant role on branding of SMEs products and through direct and efficient communication with customers enables the enterprises to be more innovative on their products regardless of geographical limitations (Tajvidi & Karami, 2017;Kakumbi & Phiri, 2022). They are effective in spreading brand awareness which in turn brings about brand loyalty and trust among customers (Al-Hadban et al, 2014). Salam & Hoque (2019) point out that social media technology influences the effectiveness of relationship marketing since it creates trust, communication, bonding, shared value and empathy to SMEs brands.…”