The Impact of Social Media Marketing on Consumer Behaviour in Saudi Arabia

Abstract

The results identified a positive but weak correlation between consumer behaviours and SMM efforts linking to aspects like entertainment, interactivity, perceived relevance, and informativeness. However, the relationship between interactivity and informativeness with consumer buying behaviours was more robust than the variables. Also, there was a moderate link between eWOM and SMIs with the consumers’ buying behaviours. On the other hand, regression analysis indicated a weak link between purchasing behaviours through SMM efforts that develop trust and brand awareness and image and entertainment, interactivity, perceived relevance, informativeness, eWOM and SMIs.