Saudi Cultural Missions Theses & Dissertations
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Item Restricted Exploring How Social Media Advertising Shape Cultural Saudi Identity in Saudi Arabia(University of Sheffield, 2024-08-29) Alaydaa, Sarah; Ogunmuyiwa, HakeemInvestigating how social media advertising shapes Saudi cultural identity is the goal of this study. The research reviewed the previous studies that conducted in the last decade to derive its results and conclusions. Social media platforms have fundamentally changed how people interact and communicate. Thus it's important to understand how these virtual social phenomena are affecting our feelings and ideas about ourselves and each other. Finding out how social media advertising affects cultural identity in a good and bad way is the goal of the research. The benefits can be seen in the freedom to engage with others, pick up new information, and deal with the outside world, as well as in the education of other people about their cultures. The negative consequences could manifest as a person adopting Western values, breaking free from the dominant social norms, or acquiring values and customs that are incompatible with Arab culture. Thus, the researcher thinks that the social media has positive effects on cultural identity and on society.13 0Item Restricted The evolution of Convenience and the Transition from Traditional to Online Consumer Experiences : Exploring Perceptions in the Synergy Between Strategic Branding, Social Media, and Online Purchases of Luxury Dessert Products(University of Strathclyde Business School, 2024) Alhalwani, Abdelrahman; Pyper, KeithThis MSc research aims to explore the interaction between key identified elements of strategic branding, social media engagement, and online communications within the luxury dessert market, evaluating consumer behavior and perceptions. The study aims to achieve the following primary objectives: 1. To examine the impact of strategic branding strategies employed by luxury dessert brands on consumer preferences. 2. To analyze the role of social media platforms in shaping consumer perceptions related to luxury dessert products. 3. To investigate the influence of product presentation on consumer behavior among consumers in the luxury dessert sector. 4. To examine how communications in branding and social media influence customer perceptions The results were then categorized into the following two main themes: 1. Impact of Strategic Branding and Packaging on Consumer Preferences 2. Role of Social Media in Shaping Consumer Perceptions & Behavior The context and background of this dissertation are to assist future entrepreneurs in this niche sector seeking to establish a presence. The luxury dessert market can be distinguished from non-luxury brands due to its focus on exclusivity, quality, sophisticated presentation, and perhaps artificial scarcity. Thus, the research guides future luxury brands to use branding strategies and social media to appeal to customers, while also observing how product presentations affect purchasing decisions. Readers should concentrate on how luxury brands leverage strategic branding elements i.e. quality, reputation, etc. The reader should focus on how content that draws an emotional response from them (whether positive or negative); and examine how social media strategies can enhance or undermine a brand's image. Finally, the focus should be shifted toward how luxury brands utilize packaging and design elements to create a sense of value that influences purchasing behavior. This research utilized a qualitative research method using semi-structured interviews as a data collection method. The results were then assessed using the thematic analysis framework. Strategic branding heavily influences consumer preferences, and brands that highlight quality assurance along with a strong brand reputation were preferred. Another interesting fact was that familiarity with the brand also plays a pivotal role in consumer choice. Results also indicated that social media presence and the type of content published heavily shape perceptions. Participants noted that engaging and conscious messaging was effective despite the noticeable skepticism toward influencer endorsements. Brands that maintain consistency and transparency tend to build more trust with consumers. Conversely, a correlation can be drawn that since many participants were less engaged with social media, perhaps traditional advertising may still hold a significant value.17 0Item Restricted The Influence of Social Media on Travel Destination Choices Among Millennials and Generation Z in Saudi Arabia(Bournemouth University, 2024) Shaibi, Abdulkarim; Ladkin, AdeleThis dissertation investigates the influence of social media on travel destination choices among Millennials and Generation Z in Saudi Arabia, a rapidly evolving digital landscape. The research aims to elucidate how different social media platforms—namely TikTok, Snapchat, and Instagram—affect these generations' travel preferences and explore the impact of various types of social media content, including videos, reviews, and user-generated content. Additionally, the study examines the role of demographic and psychographic factors, such as income level, education, and frequency of social media use, in determining reliance on these platforms for travel inspiration. A quantitative research approach was employed, utilising a structured online survey administered to a representative sample of Saudi Millennials and Generation Z. Data analysis was conducted through descriptive statistics and inferential methods, including Chi-Square tests and multiple regression analysis, to test the research hypotheses. The findings demonstrate that visual-centric platforms like TikTok, Snapchat, and Instagram significantly shape travel destination choices, with videos emerging as the most influential content type. The analysis also reveals that the frequency of social media use is a critical factor in the reliance on these platforms for travel planning, while other demographic variables have a lesser impact. Perceptions of credibility and trustworthiness of social media content are consistent across both generations. In light of these insights, the study recommends that tourism marketers prioritise high-quality visual content, leverage user-generated reviews, and employ personalised marketing strategies tailored to the interests of these digital-native cohorts. The dissertation concludes with recommendations for future research, including the need for longitudinal studies and cross-cultural comparisons.12 0Item Restricted The Use of Social Media for Non-Profit Organisations to Meet Social Goals; An international comparison between Saudi Arabia and the United Kingdom(University of Reading, 2024-10) Basnawi, Abdullah; Molesworth, Mike; Zhang, RubyThis thesis explores and examines the impact of using social media for non-profit organizations (NPOs) to meet the social goals of their communities in relation to Saudi Arabia and the United Kingdom. The current study aims to identify the best practices for using social media as a tool to attract clients and donors, who are the main resources for NPOs in both Saudi Arabia and the UK. Additionally, it seeks to indirectly measure the level of competence of Saudi NPOs in social media marketing. This study, which employs an interpretivist inductive approach and a qualitative method, aims to gain a deeper understanding of the use of social media by non-profit organizations. The study conducted 52 interviews with ten non-profit organizations in both Saudi Arabia and the UK, using a case study approach to understand their use of social media for marketing purposes. The study found that the use of social media differs from one association to another in terms of activity, management, material capacity, and the human element controlling the content published on social media. In addition, each association has its own problems that hinder the optimal use of these auxiliary tools. As part of their strategic plans, social media has become a modern and important way to attract the attention of donors and customers. Collaborating with influential individuals is a key strategy for reaching the largest possible audience. The study also found that social media can help people connect, learn, and help each other, especially during crisis times like COVID-19.27 0Item Restricted THE ROLE OF SOCIAL MEDIA INFLUENCERS’ CREDIBILITY AND FOLLOWERS’ MOTIVATIONS IN SHAPING SAUDI CONSUMER BEHAVIOR(University of North Texas, 2024-05-28) Alenezi, Abdullah Heleil; Allen, JeffThe current study investigated the role of social media influencers’ credibility and followers’ motivations in shaping consumer behavior among Saudi consumers, focusing on key aspects of influencers’ credibility (expertise, trustworthiness, and attractiveness) and followers’ (consumers) motivations (information, socialization, and entertainment). The current study developed a framework to investigate how social media influencers’ credibility and followers’ motivations impact consumer purchase intention and consumer behavior, using the theory of reasoned action (TRA). The study employed quantitative research methodology, utilizing the Qualtrics platform to distribute online surveys to collect data. The study sample was 416 Saudi consumers. The study proposed a framework to describe the phenomena. The relationships were tested using liner multiple regression. SPSS software was employed for analysis of data including the demographic characteristics of participants. The study’s findings showed that in relation to the influencer’s credibility, the factors of trustworthiness and attractiveness had a statically significant and positive direct impact on purchase intention. However, expertise had a statistically insignificant negative impact on purchase intention. The findings showed that all the investigated factors of follower motivations, which include information, socialization, and entertainment, were statically significant and had a direct positive impact on purchase intention. The study offers significant insights into the connection between social media marketing influencers and consumer behavior, insights ultimately beneficial in the areas of both academic research and practical implications. These findings will enable marketers to optimize their strategies and improve their effectiveness within the Saudi market.16 0Item Restricted Consumer Engagement and E- Marketing in the MENA Region: Fossicking Social Media Effects(Queensland University of Technology, 2024-05-27) Alfardan, Hatem; Edwina, LuckThis study investigates the effects of the dimensions of Uses and Gratifications Theory (UGT) on Consumer Engagement (CE) on social media platforms in the Middle East and North Africa (MENA) region. Employing a mixed-methods approach, this research focuses on the cases of Saudi Arabia, Turkey, and Egypt. The findings indicate that the UGT dimensions of entertainment, trendiness, sharing, information, and remuneration have a significant impact on CE, whereas customization and interaction do not exhibit a significant influence.14 0Item Restricted An Application of Uses and Gratification Theory Towards the Saudi Citizens' Motivations on Social Media to Consume News via Their Mobile Devices: A Survey of Al Madinah Community(Ohio University, 2024-05) Deen, Ahmed; Howard, SteveThis dissertation aims to better understand how Saudi citizens, particularly Al-Madinah citizens, consume their news via social media platforms. This dissertation employed the uses and gratification theory and adopted a quantitative method through the use of a descriptive online survey (Qualtrics) to answer the research questions and hypotheses. Therefore, snowball sampling tactics were used to reach 233 participants who received the questionnaire between January 15th, 2022, and July 15th, 2022. This dissertation's findings indicate two major motivations for news consumption: information seeking and personal preferences. This dissertation also finds that Saudis, particularly Al-Madinah citizens, tend to consume news via social media urgently, and they tend to consume their news about social events first, followed by the royal decrees' news, then sports news. Furthermore, this dissertation also finds that Saudi citizens in Al-Madinah prefer E-news accounts, which leads to a full belief in consuming news content that is quick, concise, and easy. The findings of this dissertation reveal that being updated about specific fields via specialized organization accounts on social media is a great encouragement for Al-Madinah citizens to consume news. Last, findings also reveal that citizens of Al-Madinah use (X)Twitter as their primary social media platform to consume news, followed by WhatsApp, Snapchat, and Instagram.13 0Item Restricted Esports World Championship in Saudi Arabia, League of Legends World Championship 2025(Brunel University, 2023-12-13) Nader, Asmaa; Wayne, Michael; Coleman, JosephineThis study aims to identify key concepts and analyze public relations tactics that can be used in Saudi Arabia for the League of Legends World Championship press conference public relations campaign. It discusses how these tactics can be employed to enhance collaboration, communication, resource sharing, and impact measurement within the campaign. The research emphasizes on the importance of using effective strategies to achieve campaign goals and maximize its impact.56 0Item Restricted The Role of Social Media Use Among Young Adults as it Relates to Fruits and Vegetables Intake and a Content Analysis of Fruits and Vegetables Videos on YouTube and TikTok(Saudi Digital Library, 2023-03-30) Nakshbandi, Sarah; Coccia, CatherineYoung adults have low fruits and vegetables intake, high use of social media, including YouTube and TikTok, and rely on social media to obtain nutrition information, which may affect food intake. This study examined the quality and reliability of fruits and vegetables videos on YouTube and TikTok using content analysis. A cross-sectional survey was also administered to young adults to examine the association between Social Cognitive Theory (SCT) constructs, including nutrition knowledge, social support, outcome expectation, reciprocal determinism, self-efficacy, and social media use on fruits and vegetables intake. Gender differences were also examined. The study analyzed 50 popular videos from YouTube and TikTok. Half of the YouTube videos were of good quality and reliability. Nearly half of TikTok videos were of moderate quality and poor reliability. Nutrition knowledge videos had the highest quality and reliability scores, 5 and 4, respectively. Online health organizations had minimal participation on YouTube. On TikTok, there were no nutrition knowledge videos, no videos from health organizations, and limited videos created by healthcare professionals. The study also included surveys with 275 young adults aged (18-30). Survey findings showed that higher reciprocal determinism, outcome expectations, and social support were correlated with higher self-efficacy to eat more fruits and vegetables (beta=.134, p=.052), (beta=.134, p=.022), and (beta=.421, p=<.001), respectively. Higher social media use was found to have an inverse relationship with self-efficacy to eat fruits and vegetables (beta=-.140, p=.010). Higher nutrition knowledge, self-efficacy, and social support were correlated with a higher daily intake of fruits and vegetables (beta=.149, p=.017), (beta=.269, p=<.001), and (beta=.287, p=.001), respectively. However, higher social media use was not correlated with a higher daily intake of fruits and vegetables (beta=.089, p=.157). There were no gender differences in social media use, self-efficacy, or total fruits and vegetables intake. Young adults' self-efficacy to consume fruits and vegetables may be negatively impacted by exposure to low-quality food content, like what was found on TikTok. These results may also indicate that social media use could be a useful nutrition education tool. Improved SCT constructs may assist young adults in enhancing their daily fruits and vegetables intake and self-efficacy. Further research is needed.22 0Item Restricted The Association Between Instagram Use And Social Anxiety In Young Adults: A Survey-Based Study In Saudi Arabia(Saudi Digital Library, 2023) Kadi, Mariam; Koya, KushwanthBackground: The past decade witnessed a rapid growth in social media usage, particularly among young adults. In Saudi Arabia, the use of visual media platforms like Instagram is gaining more popularity. Previous studies have examined the interaction between people and digital technology, including research on the effects of engagement with social media and the shift in communication patterns. Empirical evidence revealed both positive and negative effects of social media on its users, with negative impacts on psychological outcomes being notable. The increase in symptoms of social anxiety is one example of a decline in mental health linked to excessive social media use. Given that the prevalence of social anxiety in individuals under the age of 25 is shown to be higher, it prompted many studies to investigate the relationship between the use of social media and levels of social anxiety in younger people. When exploring the connection, the presence of facilitating factors is considered due to its complexity. Prior research has identified several underlying factors, including passive use, social comparison, and addictive tendencies, especially in the context of Instagram use. Aim: This study aims to investigate the different factors correlating Instagram use to high levels of social anxiety among Saudi Arabian young adults. Methods: The present study utilised a deductive approach by using a cross-sectional online questionnaire to obtain its quantitative data. The study sample consists of 51 Saudi undergraduate students from King Abdulaziz University. The participants self-reported by responding to questions regarding demographics, a Social Anxiety Scale (LSAS), and Instagram use patterns. The statistical tests performed during the inferential analysis included Spearman’s Rho correlation, Multiple Regression, and a Mediation model.35 0