Saudi Cultural Missions Theses & Dissertations
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Item Restricted Analysing the Influence of National Culture on Consumer Behaviour in the Context of Saudi Arabia(Aston University, 2024-09-30) Alshammari, Tahani Abdulkarim; Ogwude, UcheThis study analyses the influence of national culture on consumer behaviour in the Kingdom of Saudi Arabia with the Vision 2030 framework, a plan focused on expanding the economy and minimising dependence on oil. To better understand the influence of national culture on consumer behaviour, Hofstede cultural dimension and Theory of Planned Behaviour (TPB) theories have been adopted. Based on these theories, eight hypotheses were proposed and tested to analyse how cultural values and long-term orientation influence attitude, collectivism and individualism influence subjective norms, attitude, subjective norms, and perceived behavioural control influence purchase intention, and finally, how purchase behaviour intention influence actual purchasing behaviour. The findings reveal that long-term orientation has a significant positive influence on attitude. Moreover, it found that collectivism positively influences subjective norms, and subjective norms positively influence purchase intention. In addition, perceived behavioural control positively influences purchase intention, and purchase intention has a significant positive on purchase behaviour. The research contributed to understanding the cultural influence on consumer behaviour. The research also acknowledges the limitations, such as the reliance on quantitative data and the specific focus period. The research in future can adopt qualitative methods and enormous scope to capture Vision 2030 long-term influence on the behaviours of KSA consumers. The research provided valuable understandings for policymakers and businesses, emphasising the need to align marketing strategies with cultural shifts to foster economic and sustainable growth and preserve the cultural identity of KSA.36 0Item Restricted Ethical Implications of Social Media Marketing Targeting Children: A Case Study of YouTube's Influence on Consumer Behaviour.(DE MONTFORT UNIVERSITY, 2024-09) Shabbaj , Ebraheem; Obey GM, PriscillaThe dissertation delves into the ethical considerations surrounding social media marketing aimed at children, specifically focusing on YouTube. Since YouTube has emerged as a key source of entertainment for children and a significant platform for advertisers, this study seeks to explore the impact of marketing strategies such as influencer marketing, branded content, and interactive ads on children's purchasing behaviour. The research aims to provide a comprehensive understanding of these marketing tactics using a mixed-methods approach involving content analysis of popular YouTube channels and surveys with parents. The findings indicate that YouTube marketing significantly shapes children's consumer behaviour, largely due to their relationships with influencers they perceive as friends. This makes children more receptive to ads that seamlessly integrate with their entertainment experiences. Moreover, the study highlights concerns about unclear advertising disclosures that many children struggle to comprehend. The research offers recommendations for policymakers, marketers, parents, and digital platforms. These suggestions include stricter regulations, more transparent advertising practices, improved parental guidance, and culturally sensitive content. The insights gleaned from this study contribute to the ongoing discourse about ethical marketing practices and lay the groundwork for future research aimed at protecting young audiences online.29 0Item Restricted Understanding Slow Fashion Adoption in Saudi Arabia: A Theory of Planned Behavior Perspective(University of Strathclyde, 2024-02-26) Alwekail, Sarah; Paddison, AndrewThis quantitative research aims to understand the factors driving and hindering consumers' adoption of slow fashion consumption patterns, using the theory of planned behaviour as a theoretical background to examine consumers' attitudes, subjective norms, perceived behavioural control and correlating these with the level of intention and actual behaviour. Twelve semi-structured interviews were conducted with a sample of Saudi females aged between 18 and 65. Generation-based comparisons were made by equally dividing the sample into two groups: the first group consisting of six participants from the 1980s and 1970s generations, and the second group consisting of six participants from the 1990s and 2000s generations. The findings revealed that subjective norms, high aesthetic desire, and feelings of futility are among the main reasons causing 'attitude-behavioural gap' hindering participants from strictly adopting the slow fashion principle. Additionally, this study reveals that participants born in the 1980s and 1970s had a higher intention and preparation to adopt the slow fashion principle than participants born in the 1990s and 2000s. The difference in intention levels between generations is traced back to subjective norms, where participants born in the 1980s and 1970s experience less social pressure, which validates the theory of planned behaviour. No discernible distinction observed between generations regarding attitude and perceived behavioural control. Reducing stress was the main motivational factor observed to encourage both generations to reduce their consumption. The study's contribution lies in expanding the scope of cultures that can be compared in the field of fashion behaviours and providing a foundation for researchers and practitioners aiming to influence the behaviour of Saudi women.19 0