The Impact of Social Media Factors on Buying Behaviour among Saudi Arabian Youth: The Role of Content Quality, Brand Management, and Social Media Usage

This research aimed to investigate the impact of social media on the buying behavior of Saudi Arabian youth. Employing a quantitative research approach, a questionnaire was administered to 606 participants, comprising the youth of Saudi Arabia. The study revealed a positive influence of social media on the purchasing decisions of Saudi Arabian youth. Respondents indicated that ads, promotional content, and brand interactions influenced their purchase decisions. A significant portion of the youth spends considerable time on social media, with a majority using it for more than four hours daily. The perception of online shopping among Saudi youth also had a positive impact on buying behavior. Factors such as content quality, social media usage, and brand marketing collectively influence their purchasing decisions. Recommendations for future research include considerations for better influencer selection, enhanced engagement strategies, content writer expertise, and further analysis of trust and social influence factors in the context of social media's impact on buying behavior.