AN EXPLORATION OF THE ROLE OF CULTURE IN SOCIAL MEDIA ADVERTISING AND CONSUMER PURCHASE DECISION IN THE SAUDI ARABIA FASHION MARKET: A QUALITATIVE STUDY

Abstract

Social media advertising is a significant feature of digital marketing; it is an important marketing tool in the fashion industry since it can influence promoting mentalities, brand perspectives, and buying expectations. In Saudi Arabia, social media advertising has a significant influence upon consumers‟ purchase decisions. However, Saudi social life is based on Islamic foundations which shape the national culture; this creates an obstacle for many Saudi consumers when it comes to fashion advertisements on social media. Hence, this study aims to investigate the cultural factors influencing Saudi consumers‟ purchase decisions in the context of fashion YouTube adverts. This study adopts a qualitative approach based on semistructured interviews with Saudi consumers. The results reveal that Saudi consumers‟ purchase decision towards fashion advertisements on YouTube is highly influenced by the following: 1) Islamic foundations, 2) Celebrities, 3) Language, 4) Online word of mouth, and 5) Consistency and repetition.