An Investigation of the Impact of Social Media Platforms on Online Shopping in Saudi Arabia

Abstract

The evolution of social media has facilitated new opportunities for businesses to overcome the limitations of online shopping. This research explores the use of social media in order to enhance the consumer’s experience of online shopping in Saudi Arabia. The research adopts a mixed-method approach using quantitative and qualitative analysis of the data, which was collected via a questionnaire. The results report on the general behavior of the users on social media in general, the views and attitudes of the consumers towards online shopping using social media, and the factors that could either enhance their experience or prevent them from purchasing products or services online using social media. The research finds that most of the participants prefer Instagram for online shopping when using social media. In addition, the results indicate that trust, delivery, and payment method are important issues that could either prevent or encourage customers to buy online using social media.