Social media effect on the purchase decision of the young generation in Saudi Arabia

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Table of Contents

Introduction
Objectives of the study
Study questions
Methodology

Introduction

Social media sites such as Facebook, Twitter and LinkedIn have gained a lot of popularity in recent years among the young generation. Due to this popularity, social media has had a lot of influence on major decisions made by the young generation.

An increasingly higher number of individuals are now relying on social media while deciding on the type of products to purchase based on the opinions and recommendations made by their friends. The views and opinions of friends on social media sites like Facebook help to push users into making certain purchases. The aim of this research proposal is to determine the effect of social media on the purchase decision of the young generation in Saudi Arabia.

Objectives of the study

The study shall endeavor to explore the following objectives:

To examine the effect of social media on the purchase decisions made by the young generation in Saudi Arabia
To assess the level of use of social media sites by young people in Saudi Arabia in making purchase decisions
To determine if the young generation in Saudi Arabia visit social media sites for help with their purchase decisions.
To determine the level of satisfaction among the young generation in Saudi Arabia in the use of the social media as a tool in making purchase decisions
To determine if the young generation who use social media in Saudi Arabia have abandoned certain products following negative comments about them from social media sites

Study questions

The current study shall endevour to answer the following research questions:

Which media site is most popular with the young generation in Saudi Arabia?
Do social media affect the purchase decisions of the young generation in Saudi Arabia?
To what extent does the young generation in Saudi Arabia rely of social media in making purchase decisions?
Are young people satisfied with the social media as a tool for making purchase decisions?
Do the social media influence decisions made by the young generation in Saudi Arabia to abandon certain products in favor of others?

Methodology

The study shall adopt the methodology outlined below:

Respondents

The study shall target the young generation in Saudi Arabia. In this case, the young generation has been defined as young people of between 18 and 35 years of age.

Research design

The current research shall use descriptive research design

Research instrument

A semi-structured and close-ended interview questionnaire shall be the research instrument of choice. It shall be administered to the study’s respondents in order to capture research objectives.

Contact method

The study’s respondents shall be contacted in person either online or via the telephone.

Data collection

Use shall be made of both primary and secondary methods of data collection. Secondary data shall be used to provide an insight into the background of the study by reporting on the findings of other related studies. On the other hand, primary data shall be obtained by administering a survey interview to the study’s respondents.

Data analysis

Once the data has been collected and complied, it shall be analyzed using statistical tools of data analysis such as the MAXQDA software.

Limitations of the study

– The study is anticipated to have a limited timeframe, meaning that only a limited number of participants can be interviewed.

– Financial constraints will also limit the number of respondents who can take part in the study.

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