Influencing Factors of Social Media Marketing on Consumers Buying DecisionsAuthor : Anjali Chaudhary
Volume 8 No.2 April-June 2019 pp 40-48
In recent years, the world has witnessed a kind of social communication between humans in virtual cyberspace. The social networking is popular in marketing which utilizes the platform to present various marketing programs and strategies. The study based on the affecting influencing factors of social media marketing such as technology, infrastructure, culture, society in consumers’ buying decision in Saudi Arabia.The research focuses on consumer’s behavior and responses, in terms of indirect advertising, exaggerating on praising the product or service, false advertising, deceitful, and unprofessional behaviors. The research was carried out the buying behavior of customer through survey questionnaire. The results of the study concluded there is a relationship between Social media marketing on consumer purchasing decisions. The result further shows that e-advertising on the social media platforms has a negative impact on consumer purchasing behavior by stealth advertisement, unethical behavior, and fake advertise, and exaggeration on promoting a product to those who spend three hours or more on social networking sites in the Kingdom of Saudi Arabia.
Social Media, Marketing, Buying Decision
 Abo farah, Y. (2003). Electronic Marketing (1st ed., p. 66). Cairo: Dar Wael for printing, publishing and distribution.
 Aghaei, S. (2012). Evolution of the World Wide Web : From Web 1.0 to Web 4.0. International journal of Web & Semantic Technology, 3(1), pp.1-10.
 Ama.org. (2017). Definition of Marketing. [online] Available at: https://www.ama.org/AboutAMA /Pages/Definition-of-Marketing. aspx [Accessed 17 Mar. 2017].
 Balas, J. L. (2006). The Social Ties That Bind. Online Treasures. Computers in Libraries, 26(2), 39-41.
 Banyai, M. (2012). Social media in travel, tourism, and hospitality: Theory, Practice and cases. Annals of Tourism Research, 39(3), 1746-1747. http://dx.doi.org/10.1016/j.annals.2012.05.008
 Bejou, D. (1997). Relationship marketing: Evolution, present state, and future. Psychology and Marketing, 14(8), pp.727-735.
 Bo Shnafa, A., & Nafesah, N. (2012). Social networks as a tool for virtual marketing in the tourism field. In The Fifth International Forum: The Economy and its Implications for the International Economies. Melana.
 Bond, C., Ferraro, C., Luxton, S., & Sands, S. (2010). Social media advertising: An investigation of consumer perceptions, attitudes, and preferences for engagement. Melbourne: Monash University ANZMAC.
 Botwinick, J. (2013). Aging and behavior: A comprehensive integration of research findings. Springer.
 Carr, N. G. (1999). Marketing-The economics of customer satisfaction.
 Chaoying, T., Jian, S., &Ille, F. R. (2011). Information handling styles, advertising and brand attitude: A Chinese brand case study. International Journal of China Marketing, 1(2), 45.
 Danesi, M. (2014). Dictionary of media and communications. Routledge, Chicago.
 Eaton, J. (2006). E-Word-of-mouth marketing. University of Arizona.
 Edrees, T., & Almorsy, J. (2005). Contemporary marketing (1st ed., p. 435). Alexandria: AldarAljameyah.
 Fayyaz, N., & Lodhi, M. S. (2015). Deceptive Advertising Practices and Customer Loyalty A Case of Mobile Phones in Karachi, Pakistan. International Journal of Scientific and Research Publications, 469
 Fisher, R. J., & Dube, L. (2003). Gender Differences In Responses to Emotional Advertising: The Effect of the Presence of Others. Advances in Consumer Research, 30(1).
 Global Web Index. (2016). Saudi arabia GWI Market report Q4 2016 (p. 12). London.
 Goodwin, N., Nelson, J. A., Ackerman, F., & Weisskopf, T. (2008). Consumption and the consumer society. Retrieved December, 15, 2008.
 Heath, R., & Feldwick, P. (2008). Fifty years using the wrong model of advertising. International journal of market research, 50(1), 29.
 Hunt, S. (1976). The Nature and Scope of Marketing. Journal of Marketing, 40(3), p.17.
 Jaworski, B. (1988). Toward a Theory of Marketing Control: Environmental Context, Control Types, and Consequences. Journal of Marketing, 52(3), 23.
 John, R. R., & Percy, L. (1997). Advertising Communications and Promotion Management.
 Keller, K. L. (1998). Strategic brand management (Vol. 256). Upper Saddle River, NJ: Prentice Hall.
 Kim, J. (2012). An empirical study on consumer first purchase intention in online shopping: integrating initial trust and TAM. Electronic Commerce Research, 12(2), 125-150. http://dx.doi.org/10.1007/s10660-012-9089-5
 Kotler, P., Keller, K., Manceau, D., &Hemonnet-Goujot, A. (2014). Marketing management (14th ed.). Montreuil: Pearson France.
 Lendrevie, J., &Lévy, J. (2012). Mercator (10th ed.). Paris: Dunod.
 MacKenzie, S. B., Lutz, R. J., & Belch, G. E. (1986). The role of attitude toward the ad as a mediator of advertising effectiveness: A test of competing explanations. Journal of marketing research, 130-143.
 Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business horizons, 52(4), 357-365.
 Mata, R., & Nunes, L. (2010). When less is enough: Cognitive aging, information search, and decision quality in consumer choice. Psychology and Aging, 25(2), 289-298. http://dx.doi.org/10.1037/ a0017927
 Miller, C. R., & Shepherd, D. (2004). Blogging as social action: A genre analysis of the weblog. Into the blogosphere: Rhetoric, community, and culture of weblogs, 18(1), 1-24.
 Mitchell, A. A. (1986). The effect of verbal and visual components of advertisements on brand attitudes and attitude toward the advertisement. Journal of consumer research, 13(1), 12-24.
 Mitra, A., Raymond, M. and Hopkins, C. (2008). Can consumers recognize misleading advertising content in a media rich online environment? Psychology and Marketing, 25(7), pp.655-674.
 Park, C. H., & Kim, Y. G. (2003). Identifying key factors affecting consumer purchase behavior in an online shopping context. International Journal of Retail & Distribution Management, 31(1), 16-29.
 Petty, R. E., Cacioppo, J. T., & Schumann, D. (1983). Central and peripheral routes to advertising effectiveness: The moderating role of involvement. Journal of consumer research, 10(2), 135-146.
 Phelps, J., & Hoy, M. (1996). The Aad-Ab-PI relationship in children: The impact of brand familiarity and measurement timing. Psychology And Marketing, 13(1), 77-105. http://dx.doi.org/10.1002/(sici)1520-6793(199601)13:1
 POST strategy. (2014). Forrester. Retrieved 9 April 2017, from http://forrester.typepad.com/ groundswell/2007/12/the-post-method.html.
 Prendergast, G., Ko, D., & Siu Yin, V. Y. (2010). Online word of mouth and consumer purchase intentions. International Journal of Advertising, 29(5), 687-708.
 Rathus, S. (2013). Psychology (1st ed., p. 470). Australia: Wadsworth Cengage Learning.
 Roblyer, M., McDaniel, M., Webb, M., Herman, J., & Witty, J. (2010). Findings on Facebook in higher education: A comparison of college faculty and student uses and perceptions of social networking sites. The Internet and Higher Education, 13(3), 134-140. http://dx.doi.org/10.1016/j.iheduc.2010.03.002
 Safko, L., & Brake, D. (2012). The Social Media Bible: Tactics, Tools & Strategies for Business Success (1st ed.). Hoboken, N.J.: Wiley.
 Sahney, S. (2011). Module-5 Consumer Behavior. Vinod Gupta School of Management Indian Institute of Technology Kharagpur, India.
 Saleh, S. (2011). In The New Media and Community Issues: Challenges and Opportunities. King Abdulaziz University, Jeddah.
 Schiffman, L., & Kanuk, L. (2009). Consumer behavior (1st ed.). Harlow: Pearson Education International.
 Schiffman, L., & Wisenblit, J. (2015). Consumer behavior (1st ed., p. 269). Boston: Pearson.
 Shultz, T. (2013). Evaluating Moral Issues in Motivation Theories: Lessons from Marketing and Advertising Practices. Employee Responsibilities and Rights Journal, 26(1), 1-20. http://dx.doi.org/ 10.1007/s10672-013-9230-1
 Sloan, L., Morgan, J., Housley, W., Williams, M., Edwards, A., Burnap, P., & Rana, O. (2013). Knowing the Tweeters: Deriving Sociologically Relevant Demographics from Twitter. Sociological Research Online, 18(3). http://dx.doi.org/10.5153/sro.3001.
 Statista, (2017). Digital Advertising – Saudi Arabia | Statista Market Forecast. Statista. Retrieved 16 April 2017, from https://www.statista. com/outlook/216/110/digital-advertising/saudi-arabia#
 Statista. (2017). Instagram: active users 2016 | Statista. Statista. Retrieved 5 April 2017, from https://www.statista.com/statistics/ 253577/number-of-monthly-active-instagram-users/
 Statista. (2017). Twitter: number of active users 2010-2016 | Statista. Statista. Retrieved 13 April 2017, from https://www.statista.com/ statistics/282087/number-of-monthlyactive-twitter-users/
 Taylor, H. (2016). If social networks were countries, which would they be?. World Economic Forum. Retrieved 12 April 2017, from https://www.weforum.org/agenda/2016/04/facebook-is-bigger-than-the-worlds-largest-country/
 Taylor, W. (1965). Is Marketing a Science? Revisited. Journal of Marketing, 29(3), 49.
 Thomases, H. (2009). Twitter marketing: An hour a day. John Wiley & Sons. p.60
 Top Sites in Saudi Arabia – Alexa. (2017). Alexa.com. Retrieved 12 April 2017, from http://www. alexa.com/topsites/countries/SA
 Tuten, T.L., & Solomon, M.R. (2014). Social media marketing. Sage.
 Van Norel, N. D., Kommers, P. A., Van Hoof, J. J., & Verhoeven, J. W. (2014). Damaged corporate reputation: Can celebrity Tweets repair it? Computers in human behavior, 36, 308-315.
 Wagner, K. (2017). Snapchat lowered its ad rates for Discover. CNBC. Retrieved 14 April 2017, from http://www.cnbc.com/2015/ 05/08/snapchat-lowered-its-ad-rates-for-discover.html
 Zikmund, W. G., Babin, B. J., Carr, J. C., & Griffin, M. (2013). Business research methods. Cengage Learning.