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The Impact of Social Media Platforms “Instagram” and “Snapchat” on the Purchasing Decision - Structural Equation Modelling Approach: Social Media Platforms

The Impact of Social Media Platforms “Instagram” and “Snapchat” on the Purchasing Decision - Structural Equation Modelling Approach: Social Media Platforms
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Author(s): Eman Ali Alghamdi (DAMAC Properties, Riyadh, Saudi Arabia) and Naima Bogari (King Abdulaziz University, Jeddah, Saudi Arabia)
Copyright: 2020
Volume: 10
Issue: 1
Pages: 23
Source title: International Journal of Online Marketing (IJOM)
Editor(s)-in-Chief: Hatem El-Gohary (College of Business & Economics, Qatar University, Qatar)
DOI: 10.4018/IJOM.2020010105

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Abstract

Social media (SM) tools have an immense potential in e-marketing and online shopping. However, there is a lack of researches on the use of social media platform as effective marketing tools. This study has aimed to investigate the revolution of social media in Saudi Arabia through understanding the impact of two popular SM platforms (Instagram and Snapchat) on the purchasing decision of Saudi customers through advertisements and blogger recommendations. Structural equation modeling (SEM) was used to develop a model, which was tested using Confirmatory factor analysis (CFA). The results indicated a positive impact of social media platforms on the purchasing decision of young female users. Moreover, the effectiveness of these platforms in generating electronic-word of mouth (eWOM) among consumers was highlighted. However, further research is needed to promote marketeers and consumers' awareness in the digital marketplace.

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