Received: 17 Sep 2018 , Published: 22 September 2018
Views: 62 , Download: 0
|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.
Akrimi, Y and Khemakhem, R. 2012. ‘What Drive Consumers to Spread the Word in Social Media?’ Journal of Marketing Research & Case Studies, pp. 1-14.
Al-Jenaibi, B. 2011, ‘The use of social media in the United Arab Emirates–an initial study,’ European Journal of Social Sciences, Vol. 23, No. 1, pp. 84-97.
Bolton R.N., Parasuraman A., Hoefnagels A., Migchels N., Kabadayi S., Gruber S., Loureiro Y. K., Solnet, D. 2013. Understanding Generation Y and their use of social media: a review and research agenda, Journal of Service Management, Vol. 24 No. 3, pp. 245-267.
Casteleyn, J., Mottart, A., and Rutten, K. 2009. How to use facebook in your market research. International Journal of Market Research, 51(4), 439-447.
Cohen, L., Manion, L., and Morrison K. 2000. Research Methods in Education (5th Edition). London: Routledge Falmer
Collis J and Hussey R.2009. Business Research,3rd Ed, Palgrave Macmillan.
Damani, 2012. A Social Media marketing and its Characteristics, Available from: https://blog.galaxyweblinks.com/social-media-marketing-and-its-characteristics/
Dosari S. 2016. Social Media Usage in the Middle East, Available from: http://www.arabnews.com/science-technology/news/888271
Engel, J., Balckwell,R,, and Miniard,P.1995. Consumer Behavior. International ed. ed. Florida: Dryden.
Engel, J. F., Kollat,D., and Balckwell,R.1968. Consumer Behavior. New York: Holt, Rinehart and Winston.
Evans, L., 2010. ‘Social Media Marketing: Strategies for engaging in Facebook, Twitter and other Social Media,’ USA, Que, pp. 129-187
Global Media Insight, 2018, Saudi Arabia Social Media Statistics 2018. Available from: http://www.globalmediainsight.com/blog/saudi-arabia-social-media
Goodrich, K & de Mooij, M 2014, ‘How ‘social ‘are social media? A cross-cultural comparison of online and offline purchase decision influences,’ Journal of Marketing Communications, Vol. 20, No. 1-2, pp. 103-116.
Hanna R., Rohm, A., and Crittenden, VL. 2011. ‘We’re all connected: The power of the social media ecosystem,’ Business Horizons, Vol. 54, No. pp. 65-273.
Merriam-Webster (2018), Social media definition [Online] Available at:
Mintel (2016) The Impact of Social Media on Tourism - International – March 2016 [Online] Available at: http://academic.mintel.com/display/748311/#
Mersey, RD, Malthouse, EC & Calder, BJ. 2010, ‘Engagement with Online Media,’ Journal of Media Business Studies, Vol. 7, No. 2, pp. 39-56.
Ross, C, Orr, ES, Sisic, M, Arseneault, JM, Simmering, MG and Orr, RR. 2009, ‘Personality and Motivations associated with Facebook use,’ Computers in Human Behavior, Vol. 25, pp. 578-586.
Saunders, M., Lewis, P. and Thornhill, A. 2011. Research methods for business students. Harlow, England: Financial Times/Prentice Hall.
Solomon M. 2016, Consumer Behavior: Buying, Having, and Being,12th ed, Pearson.
Stadd, A., 2014. How Social Media Influences Purchase Decisions, Available from: http://www.adweek.com/socialtimes/social-media-purchase-decisions/495780
Statistica. 2018. [online] Available at: https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users
Text100 Digital Index (2012) Travel and Tourism Study [Online] Available at: http://info.text100.com/travel-tourism-digital-index2012/info.text100.com/travel-tourism-digital-index-2012.html
Tuten, TL and Solomon, MR. 2014, Social media marketing, Sage, London.
Wilson, S. 2010. Social Media and Small Business Marketing, University Business Printing and Press, New York.