SACM - United Kingdom
Permanent URI for this collectionhttps://drepo.sdl.edu.sa/handle/20.500.14154/9667
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Item Restricted The Effectiveness of Source and Message Characteristics on Consumers' Behavioural Response to Social Media Influencers Event Marketing Posts(Bournemouth University, 2024-07-25) Alawairdhi, Fatimah; Moital, MiguelWith social media being the centre of electronic word-of-mouth (eWOM) communication and connections, marketing strategies and initiatives have aligned with current trends. This is seen in all sectors, and the event industry is no exception. One of the strategies used is social media influencer (SMI) marketing and it continues to rise in prominence for its perceived ability in persuasive communication. This dissertation explores the effectiveness of source and message characteristics on consumer behavioural responses within the context of SMI marketing promotions for events, specifically focusing on the Riyadh Season events Boulevard World and Boulevard City. This study employs a quantitative approach, utilising an online questionnaire distributed via social media platforms to a sample of Saudi citizens. The research investigates key characteristics such as trustworthiness, likeability, message credibility, strength of delivery and richness, alongside the interpersonal factor of homophily. Different consumer responses were explored but the focus of this study is on behavioural. The study also explored theories such theory of planned behaviour (1898) and the AIDA model (1985) to understand consumer behaviour and response and to how efficiently persuade them to interact with marketing and promotional content. The choice of Saudi Arabia as the geographical focus for this research is justified by the Saudi society’s high social media usage and the significant role SMIs play in marketing within the region in addition to the surge of event the country is experiencing. The data collected revealed that message characteristics are more effective in generating a behavioural response from consumers to the event promotional content than source characteristics. Recommendations for future research include expanding the geographical scope to other Gulf regions, conducting longitudinal studies and exploring additional source and message characteristics.25 0