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The Impact of Social Media Factors on Buying Behaviour among Saudi Arabian Youth: The Role of Content Quality, Brand Management, and Social Media Usage

Author

Listed:
  • Basil Alsulami
  • Asif Salam
  • Eyad Alhassan
  • Jehad Ibrahem
  • Yasser Alawfi

Abstract

This research aimed to investigate the impact of social media on the buying behavior of Saudi Arabian youth. Employing a quantitative research approach, a questionnaire was administered to 606 participants, comprising the youth of Saudi Arabia. The study revealed a positive influence of social media on the purchasing decisions of Saudi Arabian youth. Respondents indicated that ads, promotional content, and brand interactions influenced their purchase decisions. A significant portion of the youth spends considerable time on social media, with a majority using it for more than four hours daily. The perception of online shopping among Saudi youth also had a positive impact on buying behavior. Factors such as content quality, social media usage, and brand marketing collectively influence their purchasing decisions. Recommendations for future research include considerations for better influencer selection, enhanced engagement strategies, content writer expertise, and further analysis of trust and social influence factors in the context of social media's impact on buying behavior.

Suggested Citation

  • Basil Alsulami & Asif Salam & Eyad Alhassan & Jehad Ibrahem & Yasser Alawfi, 2026. "The Impact of Social Media Factors on Buying Behaviour among Saudi Arabian Youth: The Role of Content Quality, Brand Management, and Social Media Usage," International Journal of Business and Management, Canadian Center of Science and Education, vol. 21(3), pages 156-156, May.
    • Handle: RePEc:ibn:ijbmjn:v:21:y:2026:i:3:p:156
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    References listed on IDEAS

    as
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    2. Nora Abdullah Al-Masoud, 2020. "The Impact of Placing Electronic Word of Mouth on Instagram on Consumers’ Purchase Intention: Case Study of Food Products in the Kingdom of Saudi Arabia," Journal of Entrepreneurship and Business Innovation, Macrothink Institute, Journal of Entrepreneurship and Business Innovation, vol. 7(2), pages 1-51, December.
    3. Bang Nguyen & Xiaoyu (allen) Yu & T. C. Melewar & Junsong Chen, 2015. "Brand innovation and social media : Knowledge acquisition from social media, market orientation, and the moderating role of social media strategic capability," Post-Print hal-02312301, HAL.
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    More about this item

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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