Saudi Cultural Missions Theses & Dissertations
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Item 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.26 0Item Restricted Social Media Marketing(University of strathclayd, 2023) Alqahtani, Fahad Hassan; NatalieDo Social Media Marketing Activities Improve Brand Loyalty? An Empirical Study on Luxury Fashion Brands17 0Item Restricted IMPACT ON TOURIST DECISION MAKING IN SAUDI ARABIAN By: Nuwayyir Albalawi Supervisor: Jillian Rickly(University of Nottingham, 2024-07-12) Albalawi, Nuwayyir; Jillian, RicklyIn the twenty-first century, social media has a growing presence and importance, in particular social media marketing and its impact on tourism. Saudi Arabia has a young and growing tourism sector and needs to discover the best way to attract young tourists interested in the historic and cultural aspects of the country, and to overcome any false perceptions or views regarding the culture and society within the country. Purpose of Research: to discover whether cultural tourism has the same drivers and is impacted by social media marketing in the same way as other forms of tourism. This will enable the tourism sector of Saudi Arabia to ensure that the focus of their social media marketing meets the necessary criteria and is focused on the correct demographic. Methodology: the research consists of a survey of those who have reacted positively to social media marketing posts related to cultural tourism in Saudi Arabia and who are aged 20 to 40 years old. The quantitative data collected has been analysed statistically, including ANOVA and correlations. Findings: the findings of the research indicate that, although this research was conducted on a small scale, it does appear that cultural tourism is no different to other forms of tourism when considered as a subject of social media marketing. Honesty, integrity, and reality appear to be the main influences on potential tourists viewing social media marketing posts. Conclusion: the Saudi Arabian tourist industry is urged to undertake further research, but to ensure that all social media marketing content, particularly where it is paid for content, is honest and reliable, since this does appear to be the most important factor for influencing opinion and changing perceptions.10 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 The Role of Social Media Marketing in Changing Consumer Attitudes About Tourism in Saudi Arabia , AlUla(2023-07-12) Maki, Malak; Dickinson, JanetIn recent years, social media has spread widely, and its tremendous proliferation has revolutionised the business world in general and marketing in particular. Social media has enjoyed great importance in the tourism sector, as it has been taken as a means of reaching users and those who are interested, influencing their attitudes towards tourism. This research is centred on investigating the role of social media marketing in the development of users' attitudes towards tourism in Al-Ula, Saudi Arabia, and how social media marketing influences people to travel to Al-Ula. A survey was used for sampling (263 social media users located in several territories) through online questionnaires. The findings of the survey indicate that social media does indeed influence people to travel to Al-Ula, Saudi Arabia. Respondents engaged with tourism industry accounts for a variety of reasons, such as gaining access to special offers, getting travel ideas from others' stories, gaining social proof (in the form of high engagement or positive reviews), and making new friends in the business. One of the main reasons people interact with tourism-related social media pages is because they offer useful content and discounts. This finding may also be attributed to the platform's emphasis on visual content. Furthermore, Instagram was found to be the most popular social network used for research and planning vacations among respondents. Social networking sites have the strongest impact on users' attitudes towards tourism in AlUla. The research might also make a notable contribution to marketers and researchers in the Saudi tourism sectors and institutions.51 0Item Restricted The Impact of Social Media Marketing on Purchasing Hotel Services Among Social Media Users for Domestic Tourism in Saudi Arabia(University of Surrey, 2023-05-15) Alzahrani, Ahmed Yahya S; Moritz, SebastianThis dissertation investigates the influence of social media on the marketing sector, with a specific focus on the hotel sector within the Saudi Arabian tourism industry. The study aims to explore the significance of social media and digital marketing in attracting a large customer base while utilizing minimal resources. The research focuses on detecting the importance of digital media marketing in influencing the purchase of hotel services among social media users for domestic tourism in Saudi Arabia.17 0