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The influence of Snapchat ads on students buying behaviors in Saudi Arabia

Author

Listed:
  • Hessah Alqahtani

    (The University of Southern Mississippi)

  • Fei Xue

    (The University of Southern Mississippi)

Abstract

This research is about the influence of Snapchat ads on the students’ buying behavior in Saudi Arabia. With the rampant use of social media like Snapchat, there is need to explore how the social media platforms affect people’s buying behavior. This study was conducted based on the Uses and Gratification theory (UGT). Ninety-three students from 3 different colleges in Saudi Arabia participated in the study, and answered questions related to their perception and attitude and as well as the impact of Snapchat ads on their buying decisions. The study found a strong link between Snapchat ads, attitudes and buying intentions. In addition, the students were found to be motivated by the presence of Snapchat ads in their buying decisions.

Suggested Citation

  • Hessah Alqahtani & Fei Xue, 2022. "The influence of Snapchat ads on students buying behaviors in Saudi Arabia," Eximia Journal, Plus Communication Consulting SRL, vol. 5(1), pages 51-61, July.
    • Handle: RePEc:tec:eximia:v:5:y:2022:i:1:p:51-61
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    References listed on IDEAS

    as
    1. Abeer Al Saud & Muhammad Khan, 2013. "Role of social media in brand development in Saudi Arabia," European Journal of Business and Economics, Central Bohemia University, vol. 8(1), pages 4-81:8, September.
    2. Alalwan, Ali Abdallah & Baabdullah, Abdullah M. & Rana, Nripendra P. & Tamilmani, Kuttimani & Dwivedi, Yogesh K., 2018. "Examining adoption of mobile internet in Saudi Arabia: Extending TAM with perceived enjoyment, innovativeness and trust," Technology in Society, Elsevier, vol. 55(C), pages 100-110.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Snapchat; buying behavior; students; attitude; Saudi Arabia;
    All these keywords.

    JEL classification:

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

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