IDEAS home Printed from https://ideas.repec.org/a/spr/futbus/v11y2025i1d10.1186_s43093-025-00486-x.html
   My bibliography  Save this article

Unveiling the cultural tapestry: exploring gender dynamics in embracing digital technology brands among the Y Generation in Saudi Arabia: a social structure theory and luxury value model perspective

Author

Listed:
  • Aliyu Alhaji Abubakar

    (University of Hail)

Abstract

The main aim of the study is to investigate the factors influencing the adoption of digital technology brands in Saudi Arabia, a country experiencing rapid digital transformation and cultural shifts, which necessitates a deeper understanding of consumer perceptions shaped by financial, functional, individual, and social dimensions. This study explores the factors influencing the adoption of digital technology brands in Saudi Arabia. Data was collected through an online survey from a broad sample of 523 participants, providing insights across the country’s diverse regions. The analysis was conducted using SPSS version 25 for demographic insights and structural equation modeling with partial least squares (SEM-PLS PLS-SEM) to examine the relationships among various factors. The study tested twelve hypotheses to assess the impact of financial, functional, individual, and social dimensions on digital technology brand adoption. The results confirmed that individual and social dimensions play a crucial role in the adoption of digital technology brands in Saudi Arabia, while financial and functional dimensions pose challenges. The study also examined the moderating effects of cultural and gender factors, with some hypotheses supported and others not. These findings offer valuable insights into consumer behavior within the Saudi digital technology market, emphasizing the importance of culturally tailored marketing strategies. The study suggests that future research should focus on expanding demographic diversity and employing longitudinal methods to better understand the changing attitudes of consumers.

Suggested Citation

  • Aliyu Alhaji Abubakar, 2025. "Unveiling the cultural tapestry: exploring gender dynamics in embracing digital technology brands among the Y Generation in Saudi Arabia: a social structure theory and luxury value model perspective," Future Business Journal, Springer, vol. 11(1), pages 1-24, December.
  • Handle: RePEc:spr:futbus:v:11:y:2025:i:1:d:10.1186_s43093-025-00486-x
    DOI: 10.1186/s43093-025-00486-x
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1186/s43093-025-00486-x
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.

    File URL: https://libkey.io/10.1186/s43093-025-00486-x?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:futbus:v:11:y:2025:i:1:d:10.1186_s43093-025-00486-x. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.