The influence of social media on intention to attend events. A case study of Riyadh’s season events in Saudi Arabia

Abstract

This dissertation investigates the influence of social media on event attendance through an in-depth investigation of Riyadh’s Season (RS) events. In an era where social media has become a vital component of daily life, the impact on various aspects of society, including cultural and entertainment events, cannot be overstated. The study focuses on RS events, which are a series of diverse and large-scale cultural and entertainment festivities held in Riyadh, Saudi Arabia. The aim of this research is to investigate the impact of social media on leisure event attendance decisions in Saudi Arabia, employing RS events as a case study. The objectives of this research include investigating the role of social media in event promotion, evaluating effective content types for attracting attendees, analysing its influence on decision-making, assessing its impact on community perception, and providing recommendations for optimising social media use in event promotion. The research questions address the current state of social media event marketing, effective content types, the influence of social media on attendance decisions, and its role in shaping community perceptions. The current research provides valuable insights into the relationship between social media and event attendance in the Saudi Arabian context, with practical implications for event organisers. marketers, and scholars. This dissertation's research methodology is based on an interpretive research paradigm. This decision is consistent with the emphasis on understanding individuals' subjective experiences and interpretations in a qualitative context, as evidenced by criticism of sampling methods and a desire to fill gaps in the literature. A case study approach is adopted in the research design, allowing for an in-depth examination of the complex interaction between social media use and event attendance, with nuanced insights captured through data collection methods such as in-depth interviews. To ensure the reliability and relevance of the information obtained, data selection emphasises primary data collected firsthand through in-depth interviews with seven individuals who attended the season. This method allows for the investigation of participants' experiences and perceptions, allowing for a comprehensive understanding of the diverse dynamics between social media engagement and event attendance. The sampling technique chosen is convenience (volunteering). Throughout the research process, ethical considerations are observed, ensuring informed consent, confidentiality, and anonymity. Thematic analysis was the technique employed to analyze the data, as described by Braun and Clarke (2006), it ensures a thorough and insightful examination of the qualitative data collected. The data analysis resulted in significant findings into the influence of social media on event attendance decisions for Riyadh's season events. Participants' primary information source was social media, with engaging promotional videos and influential figures capturing their attention. User-generated content (UGC) was crucial in their decision-making, resonating more authentically than official content. Attendees' choices were significantly influenced by social media influencers, corroborating previous research. The fear of missing out (FOMO) was palpable, with vibrant social media content encouraging people to attend. remarkably a few participants deviated from the pattern, citing personal preferences as a major influencer. These findings highlight the power of social media while also recognising the importance of intricate connection between social media and event participation, supporting Ajzen's Theory of Planned Behaviour (TPB). The study, which is aligned with TPB, emphasises the critical role of attitudes, perceived control, and subjective norms, all of which are influenced by social media, in shaping individuals' intentions to participate in events, thus validating existing research. The study emphasises the importance of social media in event marketing by emphasising its impact on consumer behaviour and decision-making. Furthermore, it provides actionable insights for event planners, emphasising the attraction power of tailored content and user-friendly digital experiences. Despite its contributions, the study acknowledges limitations such as its small sample size and sole focus on social media, paving the way for future studies to include a more diverse participant base and consider a variety of marketing channels. In essence, this study not only provides a solid foundation for understanding the dynamic relationship between social media and event participation, but it also encourages additional research into this evolving field. individual traits and preferences. This research effort incorporates the understanding of the