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The Impact of Social Media Platforms “Instagram” and “Snapchat” on the Purchasing Decision - Structural Equation Modelling Approach: Social Media Platforms

Author

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  • Eman Ali Alghamdi

    (DAMAC Properties, Riyadh, Saudi Arabia)

  • Naima Bogari

    (King Abdulaziz University, Jeddah, Saudi Arabia)

Abstract

Social media (SM) tools have an immense potential in e-marketing and online shopping. However, there is a lack of researches on the use of social media platform as effective marketing tools. This study has aimed to investigate the revolution of social media in Saudi Arabia through understanding the impact of two popular SM platforms (Instagram and Snapchat) on the purchasing decision of Saudi customers through advertisements and blogger recommendations. Structural equation modeling (SEM) was used to develop a model, which was tested using Confirmatory factor analysis (CFA). The results indicated a positive impact of social media platforms on the purchasing decision of young female users. Moreover, the effectiveness of these platforms in generating electronic-word of mouth (eWOM) among consumers was highlighted. However, further research is needed to promote marketeers and consumers' awareness in the digital marketplace.

Suggested Citation

  • Eman Ali Alghamdi & Naima Bogari, 2020. "The Impact of Social Media Platforms “Instagram” and “Snapchat” on the Purchasing Decision - Structural Equation Modelling Approach: Social Media Platforms," International Journal of Online Marketing (IJOM), IGI Global, vol. 10(1), pages 72-94, January.
    • Handle: RePEc:igg:jom000:v:10:y:2020:i:1:p:72-94
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    File URL: http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/IJOM.2020010105
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    Cited by:

    1. Staniewski, Marcin & Awruk, Katarzyna, 2022. "The influence of Instagram on mental well-being and purchasing decisions in a pandemic," Technological Forecasting and Social Change, Elsevier, vol. 174(C).

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