The Impact of Snapchat Advertisements on Saudi Consumers Purchase Intention: A Focus on Tourism Products

Abstract

The purpose of this paper is to examine the role of Snapchat in the purchase intentions of Saudi consumers. Within this paper, the examination of theories associated with buyer behavior such as attitudes, influence, etc. will be examined to provide a full picture of the importance of Snapchat as a marketing tool. Designing the method of data collection will be done through quantitative research methods in the form of survey research. The data will be analyzed using PLS-SEM to provide an evaluation of the data collected. It is noted that the importance of social media for communication between business and consumer is clear and there is a requirement for businesses to engage further. in terms of the theoretical framework, the results show that is a direct relationship between attitudes, trust, subjective norms, and influence celebrities influence on Saudi consumers purchase intention of tourism products through the Snapchat advertisements. Further research will be required of a comparative nature as this study only provides an analysis of one country and one app.