Received: 17 Sep 2018 , Published: 22 September 2018
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|1||Hatem Al Shahrani|
The paper looks at how social media alters consumer decision making process of the Saudi students living in the UK (London). It focuses on five stages of decision making – need recognition, search of information, product evaluation, purchase and post purchase. The research aims to reveal, and study changes of social media impacting purchase decisions of the Saudi students in the London. In addition to that, to know which social media has the highest impact on the Saudi students. Moreover, the research aims to find which products are mainly purchased based on social media interaction or recommendation. The results and findings showed that the social media was used in all the stages of the purchase decision making process of the Saudi student in the London. Also, it showed that the clothes along with the holiday were the most purchased products by the Saudi students based on social media. The results revealed that social media does impact consumer decision making from different aspects with product evaluation stage being the most influenced. This work indicates the importance of social media for any business or company trying to target particular consumer group such as Saudi students in the London.
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