Postgraduate Theses & Dissertations

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The effect of Snapchat on Tourism Marketing in Saudi Arabia
(Saudi Digital Library, 2019) Alhisan, Riam; Khawaja, Muhammad Junaid
In the digital era, communication has become more comfortable due to the appearance of accessible modern technology. One of the contemporary technology marks of today world is Social media, where the conversation became more accessible, affordable and faster than before. Whenever the Internet and smartphones are present, social media come along, thus made social media from just a mean of communication to a marketing tool. Because of the powerful impact, social media has as un-mediated media; this study attempts to identify the effect social media represented by Snapchat, have on marketing as a tool for promoting and marketing, by highlighting the effect of Snapchat on tourism marketing in Saudi Arabia. A quantitative approach has been applied in this study to test the hypotheses and analyze the findings and the primary data collected using an online questionnaire from 170 respondents from Saudi Arabia. The data has been analyzed using SPSS software for descriptive data analysis, and correlation, factor analysis, and regression to examine the relation of Snapchat on tourism marketing in Saudi Arabia, it concluded that there is a (statistically) significant relation of Social media represented by (Snapchat) and their variables (platform, content, and accuracy no of information) on tourism marketing.
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