IMPACT OF SOCIAL MEDIA ON SAUDI BUYER BEHAVIOR IN THE FASHION MARKET

Abstract

This research endeavor sought to examine the influence of social media on the purchasing behavior of female consumers engaging with online fashion retailers in the Kingdom of Saudi Arabia. The demographic of interest comprised female Saudi users of the platform X, aged between 18 and 35 years, which totaled 996.1 thousand individuals in 2022, accounting for 43.8% of the overall Saudi population in Riyadh. A purposive sampling technique was employed, with a recommended sample size of 387 female Saudi consumers. The nature of the study is quantitative and is categorized descriptively. A structured questionnaire served as the instrument for gathering primary data, utilizing a Five-Point Likert Scale for measurement. The findings indicate that there is no reasonableimpact of social media engagement on the purchasing behaviors of Saudi female consumers. Conversely, it was found that online sales promotion strategies and perceived e-credibility have a positive influence on Saudi female purchasers. The study offers various recommendations and practical implications aimed at optimizing the utilization of social media within the Saudi Arabian fashion sector.