The Role of Sociocultural Factors in Saudi Consumers’ Attitudes Towards Social Media Advertising and Purchase Intentions within the Clothing Industry
type: CreativeWork
description: Social media advertising (SMA) significantly influences consumer purchase behaviour in Saudi Arabia, particularly in the fashion industry. However, Saudi consumers’ attitudes towards fashion advertisements on social media are shaped by sociocultural factors, given the country’s deep-rooted cultural and Islamic principles. With Saudi Vision 2030 driving societal changes and transforming the fashion industry, younger generations (under 45 years) are developing different attitudes compared to older generations (over 45 years). Although notable changes have occurred, existing literature lacks sufficient exploration of how sociocultural factors influence Saudi consumers’ attitudes towards social media advertising and their intentions to purchase clothing. Gaining insight into these influences is essential, particularly in light of the evolving market landscape and shifting consumer behaviours. To support the exploration of consumer attitudes and purchase intentions, this study draws on the Theory of Planned Behaviour (TPB). The TPB is widely recognised for its strength in explaining human behaviour regarding attitudes, social influence, and perceived control, making it highly suitable for studies focused on culture and society. In this research, the TPB is extended by integrating key sociocultural variables, enabling a deeper understanding of how cultural norms, religious values, and social expectations influence Saudi consumers’ attitudes towards clothing advertising on social media. Accordingly, this study seeks to investigate the influence of sociocultural factors on Saudi consumers’ attitudes towards clothing advertisements on social media and their purchase intentions, using the Theory of Planned Behaviour (TPB) as its guiding framework. This study identifies key sociocultural factors, explores their significance, examines themes related to gender and generational differences, and develops a framework specifically aligned with the Saudi context. Using a qualitative …
abstract: Social media advertising (SMA) significantly influences consumer purchase behaviour in Saudi Arabia, particularly in the fashion industry. However, Saudi consumers’ attitudes towards fashion advertisements on social media are shaped by sociocultural factors, given the country’s deep-rooted cultural and Islamic principles. With Saudi Vision 2030 driving societal changes and transforming the fashion industry, younger generations (under 45 years) are developing different attitudes compared to older generations (over 45 years). Although notable changes have occurred, existing literature lacks sufficient exploration of how sociocultural factors influence Saudi consumers’ attitudes towards social media advertising and their intentions to purchase clothing. Gaining insight into these influences is essential, particularly in light of the evolving market landscape and shifting consumer behaviours. To support the exploration of consumer attitudes and purchase intentions, this study draws on the Theory of Planned Behaviour (TPB). The TPB is widely recognised for its strength in explaining human behaviour regarding attitudes, social influence, and perceived control, making it highly suitable for studies focused on culture and society. In this research, the TPB is extended by integrating key sociocultural variables, enabling a deeper understanding of how cultural norms, religious values, and social expectations influence Saudi consumers’ attitudes towards clothing advertising on social media. Accordingly, this study seeks to investigate the influence of sociocultural factors on Saudi consumers’ attitudes towards clothing advertisements on social media and their purchase intentions, using the Theory of Planned Behaviour (TPB) as its guiding framework. This study identifies key sociocultural factors, explores their significance, examines themes related to gender and generational differences, and develops a framework specifically aligned with the Saudi context. Using a qualitative …
author: Aldawish, Lamis
language: eng
keywords: Marketing, Advertising, Consumer Behaviour, Social Media, Culture, Social, Buying Process
date published: 2025-01-01T08:00:00Z
date modified: 2026-07-24T03:49:42Z
provider: University of Plymouth
publisher: Networked Digital Library of Theses and Dissertations
type: WebPage
source organization: University of Plymouth