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الرئيسية > The Impact of Saudi University...>الوصف

The Impact of Saudi University Youth's Use of Snapchat Celebrities' Ads on the Sustainability of Purchasing Behavior

المصدر: مجلة اتحاد الجامعات العربية لبحوث الإعلام وتكنولوجيا الاتصال
الناشر: جمعية كليات الإعلام العربية
المؤلف الرئيسي: Al-Hobail, Hussah Abdullah Qutaim (Author)
مؤلفين آخرين: Shehata, Sally Osama (Co-Author)
المجلد/العدد: ع11
محكمة: نعم
الدولة: مصر
التاريخ الميلادي: 2023
الشهر: ديسمبر
الصفحات: 45 - 64
ISSN: 2356-9891
رقم MD: 1416584
نوع المحتوى: بحوث ومقالات
اللغة: الإنجليزية
قواعد المعلومات: HumanIndex
مواضيع:
شبكات التواصل الاجتماعي | سناب شات | التجارة الإلكترونية | السلوك الشرائي
كلمات المؤلف المفتاحية:
AISAS Model | Social Networking Sites | Consumer Behavior | Celebrity Shopping
رابط المحتوى:
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المستخلص: 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.
ISSN: 2356-9891

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