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

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Bibliographische Detailangaben
Zeitschriftentitel: International Journal of Marketing Studies
Personen und Körperschaften: Khan, Maha M.
In: International Journal of Marketing Studies, 11, 2019, 1, S. 134
Format: E-Article
Sprache: Unbestimmt
veröffentlicht:
Canadian Center of Science and Education
Schlagwörter:
General Medicine
author_facet Khan, Maha M.
Khan, Maha M.
author Khan, Maha M.
spellingShingle Khan, Maha M.
International Journal of Marketing Studies
The Impact of Perceived Social Media Marketing Activities: An Empirical Study in Saudi Context
General Medicine
author_sort khan, maha m.
spelling Khan, Maha M. 1918-7203 1918-719X Canadian Center of Science and Education General Medicine http://dx.doi.org/10.5539/ijms.v11n1p134 <jats:p>Purpose &amp;ndash; 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. &#x0D; &#x0D; Design/methodology/approach &amp;ndash; 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&amp;ndash;square and overall model fit indices further confirm the structural model fit. &#x0D; &#x0D; Findings &amp;ndash; 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. &#x0D; &#x0D; Research limitations/ future research &amp;ndash; 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. &#x0D; &#x0D; Originality/value &amp;ndash; 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. </jats:p> The Impact of Perceived Social Media Marketing Activities: An Empirical Study in Saudi Context International Journal of Marketing Studies
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title The Impact of Perceived Social Media Marketing Activities: An Empirical Study in Saudi Context
title_unstemmed The Impact of Perceived Social Media Marketing Activities: An Empirical Study in Saudi Context
title_full The Impact of Perceived Social Media Marketing Activities: An Empirical Study in Saudi Context
title_fullStr The Impact of Perceived Social Media Marketing Activities: An Empirical Study in Saudi Context
title_full_unstemmed The Impact of Perceived Social Media Marketing Activities: An Empirical Study in Saudi Context
title_short The Impact of Perceived Social Media Marketing Activities: An Empirical Study in Saudi Context
title_sort the impact of perceived social media marketing activities: an empirical study in saudi context
topic General Medicine
url http://dx.doi.org/10.5539/ijms.v11n1p134
publishDate 2019
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description <jats:p>Purpose &amp;ndash; 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. &#x0D; &#x0D; Design/methodology/approach &amp;ndash; 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&amp;ndash;square and overall model fit indices further confirm the structural model fit. &#x0D; &#x0D; Findings &amp;ndash; 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. &#x0D; &#x0D; Research limitations/ future research &amp;ndash; 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. &#x0D; &#x0D; Originality/value &amp;ndash; 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. </jats:p>
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author Khan, Maha M.
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author_sort khan, maha m.
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description <jats:p>Purpose &amp;ndash; 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. &#x0D; &#x0D; Design/methodology/approach &amp;ndash; 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&amp;ndash;square and overall model fit indices further confirm the structural model fit. &#x0D; &#x0D; Findings &amp;ndash; 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. &#x0D; &#x0D; Research limitations/ future research &amp;ndash; 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. &#x0D; &#x0D; Originality/value &amp;ndash; 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. </jats:p>
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spelling Khan, Maha M. 1918-7203 1918-719X Canadian Center of Science and Education General Medicine http://dx.doi.org/10.5539/ijms.v11n1p134 <jats:p>Purpose &amp;ndash; 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. &#x0D; &#x0D; Design/methodology/approach &amp;ndash; 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&amp;ndash;square and overall model fit indices further confirm the structural model fit. &#x0D; &#x0D; Findings &amp;ndash; 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. &#x0D; &#x0D; Research limitations/ future research &amp;ndash; 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. &#x0D; &#x0D; Originality/value &amp;ndash; 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. </jats:p> The Impact of Perceived Social Media Marketing Activities: An Empirical Study in Saudi Context International Journal of Marketing Studies
spellingShingle Khan, Maha M., International Journal of Marketing Studies, The Impact of Perceived Social Media Marketing Activities: An Empirical Study in Saudi Context, General Medicine
title The Impact of Perceived Social Media Marketing Activities: An Empirical Study in Saudi Context
title_full The Impact of Perceived Social Media Marketing Activities: An Empirical Study in Saudi Context
title_fullStr The Impact of Perceived Social Media Marketing Activities: An Empirical Study in Saudi Context
title_full_unstemmed The Impact of Perceived Social Media Marketing Activities: An Empirical Study in Saudi Context
title_short The Impact of Perceived Social Media Marketing Activities: An Empirical Study in Saudi Context
title_sort the impact of perceived social media marketing activities: an empirical study in saudi context
title_unstemmed The Impact of Perceived Social Media Marketing Activities: An Empirical Study in Saudi Context
topic General Medicine
url http://dx.doi.org/10.5539/ijms.v11n1p134