The impact of Saudi university youth's use of Snapchat celebrities' ads on the sustainability of purchasing behavior | ||||
| مجلة إتحاد الجامعات العربية لبحوث الإعلام و تکنولوجيا الإتصال | ||||
| Article 13, Volume 2023, Issue 11, July 2023, Page 45-64 PDF (386.53 K) | ||||
| Document Type: المقالة الأصلية | ||||
| DOI: 10.21608/jcts.2023.317499 | ||||
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| Authors | ||||
| Hussah Abdullah Qutaim Al-Hobail1; Sally Osama Shehata2 | ||||
| 1* King Faisal University - College of Arts - Department of Communication and Media Postgraduate studies "Master's" | ||||
| 2Associate Professor at the College of Arts - Department of Communication and Media, King Faisal University | ||||
| Abstract | ||||
| The aim of the research is to identify the rate and motives of exposure of university youth to the advertisements of Snapchat celebrities, to discover the type and nature of products and services that they are interested in pursuing, to monitor and describe their attitudes towards them according to the five stages of purchasing behavior (attracting attention, generating interest, searching, purchasing action, participation), Through the questionnaire tool to obtain data related to the phenomenon, through a sample survey of (200) single Saudi university youth in Al-Ahsa Governorate, who use the Snapchat application and follow various product marketing pages for the purpose of shopping and electronic purchase, during the time period January 2023. The study concluded that Snapchat is the first source of information in the search for trademarks among Saudi university youth, who are always exposed to it (47.5%). mind for a long time. They are interested in following up on clothes and fashion in the first order, and in the second order perfumes and cosmetics. University youth shop through famous Snapchat ads, at all stages of purchase, and celebrities have a direct impact on the sustainability of the purchasing behavior of university youth. And it was proved that there is a direct relationship between the rate of exposure to the advertisements of famous Snapchats and the purchasing behavior of the Saudi youth, the research sample. The research proved that there are no statistically significant differences between the sustainability of the purchasing behavior of Saudi youth through the application of Snapchat, according to the variable of gender, residence, and educational qualification. | ||||
| Keywords | ||||
| AISAS model; social networking sites; consumer behavior; celebrity shopping | ||||
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