UNVEILING THE DYNAMICS OF SOCIAL MEDIA MARKETING: A STUDY ON CONSUMER BEHAVIOUR IN SAUDI ARABIA
The abstract begins with an introduction that sets the context for the study. It highlights the increasing popularity of social media platforms as marketing tools and the need to understand their impact on consumer behavior in Saudi Arabia. The objective of the study is stated in this section, emphasizing the aim to investigate the dynamics of social media marketing and its influence on consumer behavior in Saudi Arabia. The importance of filling the knowledge gap in this area is highlighted. The methodology section briefly outlines the research approach used, which involves a mixed-methods design incorporating quantitative surveys and qualitative interviews. The rationale behind this approach is briefly explained, along with an overview of the data collection process and sample selection. The findings section summarizes the key results of the study. It mentions the various aspects of social media marketing explored, including the influence of social media platforms, the role of user-generated content, and the effectiveness of marketing strategies. The impact on consumer engagement, decision-making, and loyalty is briefly touched upon. The implications of the study are discussed in this section, focusing on their relevance to businesses and marketers operating in Saudi Arabia. The insights gained from the research, such as creating engaging content and leveraging social interactions, are highlighted. The potential for developing targeted and effective social media marketing strategies is briefly mentioned. The abstract concludes by summarizing the overall contribution of the study. It emphasizes the value of understanding the dynamics of social media marketing in Saudi Arabia and its impact on consumer behavior. The potential for future research in this area is briefly mentioned.
Social media marketing, Consumer behavior, Saudi Arabia, Dynamics, User-generated content, Marketing strategies, Engagement, Decision-making, Social interactions, Influencer marketing, Content personalization, Brand authenticity