The Impact of Perceived Social Media Marketing Activities: An Empirical Study in Saudi Context

Abstract

Purpose -The purpose is to investigate the impact of social media marketing activities in the context of Saudi consumers of social media. A research model is developed in this study to examine the relationships.Design/methodology/approach -This research is quantitative and uses the probability sampling technique, simple random sampling. Data is collected through a questionnaire in a survey of 241 Saudi social media users. Structural equation modeling (SEM) with PLS 3 was used with SPSS 22.0 for statistical data analysis. Chi-square and overall model fit indices further confirm the structural model fit.Findings -The results indicate that social media marketing activities significantly influence brand loyalty, purchase intentions, value consciousness and brand consciousness; brand loyalty has a significant statistical impact on eWOM; eWOM influences purchase intention significantly; brand consciousness does not mediate the relationship between perceived social media marketing and brand loyalty, while value consciousness mediates this relationship.Research limitations/ future research -The research is limited to Saudi social media users and this limits the results from being generalized. Future research must be conducted in other countries. Moreover, limited research is conducted with these variables in previous studies.Originality/value -This article is pioneering in that it investigates the effects of social media marketing in the context of Saudi consumers, a topic of relevance for both marketers and scholars in the era of social media. It provides empirical evidence and valuable insights through a proposed model.

Impact of social media marketing and e-wom on purchase intention of consumer goods buyers

“…A relationship has been found between the social media marketing activities and E-WOM. The impact of brand loyalty on E-WOM and impact of E-WOM has been found significantly positive with purchase intention (KHAN, 2019).…”

Determinants of Students’ Decisions in Choosing Studies in Non-religious Programs in Islamic Higher Education Institution

“…This study is also in line with a similar study conducted by Ali, et al (2016) who found that social media marketing influences consumer perceptions. Likewise, in research conducted by Ismail (2016) and Khan (2019) who found that social media marketing has an influence on value consciousness.…”

“…by Ismail (2017) and Khan (2019) stated that social media marketing has an influence on value consciousness. Based on the statement above, the hypothesis can be formulated as follows:  H5: Social media marketing has a positive effect on perceived value.…”

The Effect of Perceived Social Media Marketing Activities on Brand Loyalty Through Brand Consciousness and Value Consciousness on Vivo Smartphone

“…Value consciousness, Khan (2019)defines value consciousness as the behavior of customers who actively tend to shop on social media platforms at the lowest price. The customers shop by prioritizing saving money and looking for the right item according to the customers' needs and comparing with other brands.…”

“…Tatar & Eren-Erdoğmuş ( 2016) also reveal that social media marketing activities in the hospitality business affect customer brand awareness, purchase intentions, and brand loyalty. Likewise, Khan (2019)states that perceived social media marketing activities have an effect on brand loyalty, making social media activities higher, and it will lead to brand loyalty.…”