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Impact of Instagram in influencing consumer marketing

behavior of females in Saudi Arab

Abstract

The technological advancement significantly improved the marketing of the products and

services. The worldwide internet facility has helped the business organisation to be connected

with the stakeholders especially the customers behaviour monitoring is much easier these

days through different social networking media. There are some people ho are able to keep

connection with the outside world for religious or cultural issue. The organisations are able to

attract those customers too through the social media marketing sites of the internet. In this

report the influence of the consumer marketing behaviour of the females of the Saudi Arabia

has be illustrated.

Table of Contents

Abstract......................................................................................................................................2

Chapter 1: Introduction:.............................................................................................................4

1.1: Background of the Research:..........................................................................................6

1.3: Research Aim and Objectives:........................................................................................6

1.3.1 Research Objectives:.....................................................................................................7

1.4 Research Rationale...........................................................................................................7

1.5 Research Structure............................................................................................................7

1.6 Research Question:...........................................................................................................8

1.7 Research limitations:........................................................................................................8

2. Literature Review...................................................................................................................9

2.1. Introduction.........................................................................................................................9

2.2. Social Media........................................................................................................................9

2.2.1. Definition......................................................................................................................9

2.2.2. Social Media growth...................................................................................................10

2.2.3. Benefits of Social Media on Consumer habits...........................................................11

2.3. Social Media and Shopping..............................................................................................12

2.4. Marketing..........................................................................................................................13

2.4.1. Marketing Mix............................................................................................................13

2.4.2. Social Media Marketing.............................................................................................14

2.4.2.1 Importance of Social Media Marketing....................................................................15

2.5. Consumer Behaviour.........................................................................................................15

2.5.1. Background of Saudi Arabia......................................................................................16

2.5.2. Shopping habits of Saudi customers...........................................................................16

2.5.3. Factors affecting Saudi Shopping Habits...................................................................16

2.6. Instagram...........................................................................................................................17

2.6.1 Aspects of Instagram marketing in Saudi Arab.......................................................17

2.6.2 Important factors that enhance the activities of social media sites in marketing

scenario of Saudi Arab......................................................................................................18

2.6.3 Theories associated with the research:.....................................................................18

2.6.4 Attitudes of the consumers in framing the purchase decisions:...............................19

2.7 Research Hypothesis:.....................................................................................................20

2.8 Summery of the Study:...................................................................................................21

Chapter 3: Research Methodology:..........................................................................................21

3.1: Introduction:..................................................................................................................21

3.2: Purpose of the research:................................................................................................22

3.3: Research approach:........................................................................................................22

3.4: Research Philosophy:...................................................................................................23

3.5: Research Design:...........................................................................................................24

3.6: Data Collection approaches:..........................................................................................24

3.6.1: Primary data:...........................................................................................................25

3.6.2: Secondary data:.......................................................................................................25

3.6.3: Sampling techniques:..............................................................................................26

3.7: Data analysis and presentation:.....................................................................................26

3.8: Questionnaire:...............................................................................................................27

3.8.1: Pilot study...............................................................................................................27

3.9 Research Ethics..............................................................................................................27

3.10: Research limitation:.....................................................................................................28

3.11 Summary of the chapter................................................................................................29

Chapter 4: Data Analysis.........................................................................................................29

4.1 Introduction....................................................................................................................29

4.2 Frequency Table.............................................................................................................30

4.3 Descriptive Statistics......................................................................................................34

4.4 Cross Tabulation.............................................................................................................36

4.4 Correlations....................................................................................................................57

4.5 Regression Analysis.......................................................................................................62

4.6 ANOVA Analysis...........................................................................................................63

Chapter 5: Findings and Analysis............................................................................................63

5.1 Findings regarding Age Variable...................................................................................63

5.2 Findings Regarding Income variable..............................................................................64

5.3 Analysis of the Findings through variables....................................................................65

References................................................................................................................................66

Appendix..................................................................................................................................69

Chapter 1: Introduction:

There are different people around the world who are not able to communicate with the rest of

the world for certain reason. For example the cultural background of the Saudi Arabia

prohibits their women from different social work. The communication with the outside world

is too much restricted for them. Although they belong to an important part of the society they

were not treated as important consumer for that reason. The internet facility has improved the

communication of different people around the world. The women of Saudi Arabia are also

able to communicate through the internet. They can shop online without physically going to

the stores or supermarket. So now a day’s different social media marketing organisations

have targeted them as a customer. Proper security is maintained so that any activity of the

online shopping does not affect their dignity. Instagram plays a significant role on this

perspective. According to Blythe (2008) the traditional marketing is not dying- It’s dead.”

Hence the online shopping and communication through Instagram not only will be helpful for

some special community. It is equally important for the other consumers around the world.

The amelioration of science and technology has changed the perspectives of the people that

create the essence of globalizations in various aspects. It create a step change in the aspects of

marketing and business that get energized by the emergence of Web 2.0 which change the

history of commerce of the globe. It is by the evolutions of the technologies that the social

media sites showcases its importance in the markets and transform the outlooks of the world

in a new dimension. This particular technological evolution over the last decade drastically

revolutionized the concept of traditional marketing which brings a new era for the customers.

In this new marketing era, the revolutionized aspects of social media have transformed the

relationship between the marketers and the retailers, the channels of distribution, along with

their consumers. In this information’s age the consumers opt to look for all sorts of

information’s of the products and services along with the content of if before availing it. It is

by the effective use of the social media sites that the consumers can analyze each and every

aspect of the products and the services and the companies are also able to describe the content

of the materials. It is by this type of immense development of the social media sites that

consumers are able to locate their desired products and avail it properly.

Social media usage has increased significantly in recent years. The most commonly used

social media sites today are Facebook, Twitter, MySpace, YouTube and Instagram (Hughes,

2012). All these social media sites have large numbers of users who login on a regular basis

to interact and exchange information in the forms of short messages, long messages,

photographs, articles, opinions, videos and audio clips and interact (O’Reilly, 2014). All the

networking sits are not equally good for the shopping purpose. Again the completely

separated shopping site from the social network communication is also not so much effective

to attract new customers. All of features displayed in the advertisement of a social

networking site create a deep impact on the minds of the people that reflects in their

marketing activities. In the present situations women use to analyze several aspects of the

products and services. They use to analyze the feedbacks of the previous consumers

regarding the products, witness the articles of the experienced professionals regarding the

product to understand their overviews. Apart from that gathers the pictures of the product to

determine the features that are associated with it. The development of the social media sites

has contributed immensely to satisfy the needs of the consumers in these aspects.

According to the views of (Zarrella, 2010) during the last few years, the use of internet has

been significantly increased which has also increased the electronic transactions all over the

world. Statistics show that as of January 2014, 19% of online adults use Twitter, 71% of

online adults use Facebook, 17% use Instagram and 22% use LinkedIn (O’Reilly, 2014). User

numbers for these social media sites are also increasing every day, which provides an

opportunity for modern companies to use these sites to increase awareness of their products

and services (Paridon and Carraher, 2009). The statistics clearly portrays that the consumers

are aware the products they are going to avail for which social media plays an important role.

For this particular reason the retailers of the company are looking to make use of the social

media sites to reach to its consumers eliminating the geographical boundaries. The retailers

are advertising their products along with their offers by the help of the social network sites

that enhance the band image of the company. Wide ranges of products and services along

with the variables that are associated with it are portrayed that increase the competitive edge

of the company. Apart from that an important consideration is marketing on Instagram which

can become an important part of the overall marketing strategy of organisations, and will help

the firm to enhance its overall business performance (Zarrella, 2010). There are almost 271

million monthly active users of Twitter all over the world and more than there are more than

100 million Instagram users (Instagram, 2014).

The use of the social media sites has transformed the concept of purchase behaviours of the

people. It is by the use of the social media sites that they can choose their desired product

from various ranges of products. It is by the help of digital marketing that they can enjoy the

treat of marketing from their homes as the products are delivered by the company. By the

views of Junko (2011), the customers nowadays are no longer bound to the opening and

closing hours of the shops and they can buy the products and services at any time according

to their convenience with the help of internet. There are several discounts and hampers that

can be gathered by them that enhance the experience of shopping. The consumers by the up

gradations of the social networking sites can also analyze the contents and the features of the

product from which they can practice smart buying tactics that fits their pocket.

It is analyzed by the views of several researchers in executing the research that consumer

buying behaviour can be influenced by using different techniques. The most important tool to

mould the behaviour of the consumer in the favour of the business is the advertisement tool.

It creates the awareness in the consumers’ mind and enables them to take a better decision for

purchasing the particular product. By the overviews of (Zarrella, 2010) it can be determined

that the uses of social media in several aspects reduce the time and cost of customer for the

company and it is by using those techniques that high consumer value can be created by the

company.

According to the analysis of Zarella (2010) it can be portrayed that social media also

enhances business’s capability to target mass audience at once and communicate the

marketing message to individuals living in the remotest areas of the world, which could not

be tapped otherwise with the help of conventional marketing mediums. The research will

portray the impacts that can be created by the social networking sites like Instagram in

formulating the marketing behaviour of the people in Saudi Arab.

1.1: Background of the Research:

Women are the prime targets of the companies as they are principle buyers of products for

their family and themselves. So to enhance sales and growth the company need to attract the

minds of these primary consumers by the help of the social media sites such that their

products can be actively promoted in the market place (Zarrella, 2010).It is analyzed that in

the country Saudi Arabia, people engage themselves deeply in the social networking sites by

the help of which they gets connected with various types of people along with that analyze

the latest trends of the market. For these particular reasons the higher authorities use to

portray their products and services through those pages by the help of which the attraction

can be gathered. A detailed survey depicts that 21% of women are connected everyday

through Face books, 13% through Instagram, 19% through Twitter and 16 percentages

through Linked In. As per the study of Courtney (2013) showcase that 74 percent of adults in

Saudi Arabia use the social networks and as per the percentage of female and male it is

observed that 72 percent of men use the social media while the percentage for women is 76

percent. So it is evident that the use of social media sites is more common in women as

compare to men. So, in the present research study it is analyzed that to what extent the buying

behavior of Saudi female is influenced by the use of Instagram.It is by the effective use of the

Instagram that detailed pictures of the products and services can be pictured that earn the

attentions of the consumers. The women in this country use to buy several cosmetics, clothes

and food products from the local and the international market for which using the social

media is immensely important. For this particular reason the company and the retailer need to

update their products and portrays it by the help of the social networking sites to attract the

consumers.

For this particular reason the retailers of the company need to utilize a social media

marketing portal, brands that revolutionise their ways in which they conduct their business

practices. More investments can be made in infrastructure, quality and outlook of products by

cutting down on investments in marketing and promotional activities. It is possible because

social media advertising has proven to be a relatively cheap and far-reaching marketing

medium.

Analyzing all the aspects it can be said that the developments of the social media site has

created an opportunity for the companies to portray their competencies to the consumers.

Developing the social media usage more accurately will create an impact of the company

over the minds of the consumer that will reflect in their buying behaviour.

1.3: Research Aim and Objectives:

Research aim and objectives defines the key parameters that are being analyzed by the

executions of the research. The main aim of this research is to investigate the impact of using

Instagram on Saudi women’s shopping habits.

1.3.1 Research Objectives:

The prime objective of the research is to analyze the impedance that is created by the social

networking site Instagram over the buying behaviour of the women in Sadie Arabia.

To study the importance of the social media strategies to influence behaviors of the

consumers.

To study the effective policies to gather the attractions of the consumers.

To determine the impact of Instagram on the shopping behaviour of Saudi females.

1.4 Research Rationale

The rationale behind the selections of this particular topic is to identify the impacts and

influence of the developed social media sites in the marketing behaviour of the consumers.

The research investigates the impact of Saudi women’s use of Instagram on their shopping

habits. Saudi Arabia is often considered a conservative country, partly because women are

not allowed to go out and visit shops. It is by the help of the research that the importance of

Instagram can be analyzed over the online shopping habits of Saudi women, and an

informative study for businesses can be witnessed (Scott and Scott, 2011). 

1.5 Research Structure

It is important for the researcher to maintain or sketch an accurate structure of the research

that portrays the approaches of the researcher from the initial days of the project. It is by

formulating the plan step by step that information can be gathered and quality of the research

can be maintained (Zarrella, 2010). The research structure that needs to be followed for this

particular research can be showcased as follows;

1.6 Research Question:

Research question is important aspects of the research that portray the main cause of the

research. The main question in this particular context can be formulated as;

What is the impact of the Instagram in influencing the consumer behavior in the aspects of

marketing?

2. Literature Review

2.1. Introduction

According to Sibtain (2013) the Saudi Women has different problems to communicate with

the outside world directly. The cultural and religious indulgence is the main factor that forces

they stay apart from the social communication. Zubair (2012) said that the dignity of the

Saudi women should not be violated to improve the marketing performance of the different

organisation who is trying to penetrate the market of Saudi Arabia. A moderate and sensitive

Introduction.

Literature Review.

Research Methohology.

Finindings and Analysis.

Conclusion.

strategy is required to be implemented so that they can also join with the recent online

shopping trend without being harassed maintaining their desired dignity faith and culture.

In this current chapter, the researchers are focussing on analysing the empirical evidences

which are related to online marketing and the impact of social media on marketing. Social

media puts a great impact on the consumer shopping habits. Thus this analysis is being made

by the scholars and researchers in order to understand how social media can affect the

marketing habits of the consumers. This in turn helps the business firm to improve and give

its best results.

2.2. Social Media

Social media is such a platform or may be appropriately called as a business tool which is

used to combine the technology and social interaction with the use of words, pictures,

advertisements, attractive presentation, etc. These are actually low-cost tools that are used. In

other words it can be said that, the business nowadays uses social media as an effective tool

to promote their business and its products. Social media or Internet can be operated mainly

via mobiles. The improvement of the internet technology and social media communication

has made the world a global village forming a virtual world as opined by Cohen (2006)

2.2.1. Definition

In the year 2010, Kaplan and Haenlein stated that “Social Media is a group of Internet based

applications that are build on the ideological and technological foundations of Web 2.0. This

allows creation and exchange of user generated content. Marketing on social media has

facilitated and enhanced communication between the consumers and the seller which makes

it much easier for the consumers to know about the various products with suitable

information. However, the social media is not only about communicating, it also helps the

development of the marketing strategies for the marketers.

Social media is like a strategy to enhance or expand their business so that they can reach

more customers. There are various differences of opinions regarding the definition of social

media and its impact on business. Safko, 2012 stated that another definition of social media

defines it as activities carried out by individuals, group of individuals or business entities to

share their common activities, behaviours, pieces of information, knowledge work and

influence opinions by debating, making it a universal media. Social media is a beneficial

technology for individuals and businesses as it allows the businesses to advertise their

products convey the messages and get the feedback from a large number of customers at a

single point in time. This strategy of marketers provides them with the opportunity to cater

with the needs of their customers more closely and more perfectly, as the feedback of the

customers enables any business to survive in the market.

2.2.2. Social Media growth

Over the years, Internet has become an integral part of our lives. By the beliefs of Crawford,

2011, the use of Internet has increased to an unimaginable height. This also increased the

electronic transactions all over the world. In accordance with Cohen (2006) the invention of

internet and increasing importance of electronic commerce has also changed the way people

shop. According to Cohen (2006) the customers nowadays are no longer bound to the

opening and closing hours of the shops and they can buy the products and services at any

time according to their convenience with the help of internet. Keeping in consideration the

increasing trend of online purchasing, the companies are required to develop the critical

understanding of the consumer behaviour in terms of Internet.

Research of Monsuwe and Ruyter in the year 2004 shows that the shopping habits in case of

online environment is quite different from that in the traditional environment. Therefore, as

stated by Paridon and Carraher in 2009, it is essential for the firms to have a good

understanding of the attitude toward shopping habits which is also helpful in formulating and

implementing effective marketing strategies in order to target the customers. There are many

researchers who believe that it is essential for the modern world companies to formulate and

implement online marketing strategies to target the customers due to the rapid increase in

online banking. These strategies help the companies to build up a favourable impact on the

shopping habits of the consumers. This means that the customers can show a positive attitude

towards buying the products and services of a particular organization. This results in

improving the sales and hence increases the revenues of the companies as stated by Al-

maghrabi and Dennis, 2010.

2.2.3. Benefits of Social Media on Consumer habits

It is analysed that traditional marketing mediums are costly and less efficient as compared to

the lower cost and higher efficiency of social media marketing (Cohen, 2006). Moreover, it

has become quite easier for not only the large corporations but also small and medium size

business to promote their products with the help of social media and accordingly increase

sales. Moreover, the companies all over the world do not only find social media as beneficial

for marketing purposes but they also fetch content which they think might be useful for other

users and share it on their social media profiles. However, in Saudi Arabia the companies are

reluctant towards the use of the social media as the advertising source and they are still

focused towards the electronic and paper media sources for promoting their products

(Richter, 2002).

There are several benefits on using social media for marketing purpose:

Increases the number of customers:

Every business should know its customers in order to improve the market conditions and also

to increase the number of customers. Social media made it much easier. The businesses are

able to promote their products and the name of the company by providing advertisements

regarding the products and also the company itself. Social networking sites allow the

businesses to know about their customers and their needs. Providing detailed information

regarding the product on social media helps the customers to purchase the product. Hence the

number of customers increases.

Improves Customer Service:

Social media makes it easier for both the customers and the businesses to know about each

other. Customers always prefer buying goods from that company which can provide them

with all the necessary information and can answer all the questions required to convince them

to buy that product. Facebook, Twitter and even Instagram are playing a very important role

in the online shopping of the consumers.

Content easily distributed:

Earlier, the product distributors faced huge problems in reaching its customers in the shortest

possible time. But now with the increase of social media and social networking sites,

customers can reach the business with the click of a button. Social media helps the business

to think of what they have to offer to the customers and how to increase the sales.

Saves Money:

Social media helps to save money of the consumers. It is an effective way for a business to

get their brands in front of the potential customers. Facebook, Twitter, Instagram are used to

promote their products to the customers with no extra outside cost.

Researchers have also encouraged businesses and individuals to use social media as a

powerful marketing medium by stating that it allows (Richter, 2002).

Fetching interactive marketing content

Increasing the traffic on the website or the social media portal

Developing a strong between the business and the consumers

Reducing the cost of marketing the products

Engaging users into communication process with the business

Social media marketing and the promotional strategy implementations are the cheapest form

of the marketing processes (Richter, 2002). The trend of sudden reduction of the traditional

marketing techniques is also the result of the fund optimisation strategy of the different

organisations around the world. The online marketing is also the fastest form of marketing

and most flexible too Varadarajan stated in 2010.

2.3. Social Media and Shopping

Social media is widely used for the purpose of shopping. In this regard different marketing

strategies have been developed by the marketers to use the social media for the purpose of

promoting and delivering the high value to the customers (Zimmerman, and Ng, 2013). The

definition of social media as stated by Mangold and Faulds in the year 2009 is a digital tool

for promoting the products information and their users. In a nut shell, social media allows

businesses and individuals to promote their websites, products and services through

numerous social media channels such as Facebook, YouTube, Instagram or twitter

(Zimmerman, and Ng, 2013). Social media enhances the capability of the business to target

mass audience immediately and communicates the marketing message to the customers to

improve shopping habits. Social media allows the customers to fulfil their needs and desires

and their preferred method of using a product or service.

The customers very well know about the market information of the products or services from

the social media and can get in touch with the respective companies. On the other hand, the

researchers have pointed out that the individuals and the business of modern times are not

much familiar with the traditional marketing mediums. Social media marketing has

eliminated this hurdle by allowing the businesses and individuals to target those audiences

who share common interests and thoughts and are looking for a product which is custom

made for them. In this manner, the business also receives feedback from the audiences

regarding their products and services offered. It is therefore clear that social media has a huge

impact on the customers and the marketers not only market their products but also collect all

kinds of information possible about the consumers and their varying needs.

2.4. Marketing

Marketing refers to the management process which the companies adapt for the exchange of

goods and services between the shopkeepers and the consumers over monetary value. In other

words, marketing means the selling of goods and services to the consumers by the company

at an agreed value. It is actually the means of establishing good and long-term relationship

with the customers by interacting with them in well manners (Zimmerman, and Ng,

2013). Marketing in social media is indeed an effective way to gain the positive attention of

the customers.

2.4.1. Marketing Mix

Marketing process mainly works on certain effective and important principles. These

principles are collectively called as Marketing Mix. There are 4Ps which are the marketing

mix of a company.

According to several scholars company’s real physical entity is the product that is produced

by them through the production unit in order to satisfy the needs of the consumers.

According to the views of Hart (2008), the products of the companies need to be promoted

properly among the people to provide proper information to the customers. It is the effective

use of the social media that the information’s can be spread more and more rapidly and

accurately by that enriches the minds of the customer with proper knowledge regarding the

product. It is by the help of such information’s that the customers get familiar with the

product that increase the proximity of buying it.

The pricing strategy of the company is one of the crucial aspects that enhance its brand image

in the market. The actual price of the product and the price of the after sales service create the

actual price of the product by providing which the value of the company increases in the

market. According to the views of the eminent scholars and researchers the price of the

product need to be effective and logical to the efficiency of the product that increase the value

of it. It is by the help of the social media that the prices and its abilities can be discussed

properly among the consumers.

In order to enhance the sales volume of the product it is important that the company and its

services gets more and more viable to the consumers for which placing the outlets in the

proper place is important. It is by the proper use of the social media that the consumers can

be aware regarding the places where the company is offering their products. The consumers

by the use of the media can witness the products and the services the company is offering

without visiting those places that saves times.

It is important that the company produce quality products but it is also important that they

promote it accurately. It is by the help of effective promotions that the consumers can be

made aware of the product and services. Accurate information’s can be passed to the

consumers and apart from that the products and services can be portrayed in front of the

consumers in real times. It is by the help of social media marketing that the varieties of

product can be displayed among the consumers properly.

2.4.2. Social Media Marketing

Social media marketing can be simply defined as the most important business tool which is

broadly used by the businesses today to promote their products on a large scale. According to

Mangold and Faulds (2009), social media marketing is the process to allow the businesses to

socialize with its targeted audiences and promote their market products to attract the attention

of the customers by posting catalogues, discount deals and detailed product information.

Consumer buying behaviour is the combination of the sum total of the attitude of the

consumer towards purchasing a product. After recognizing the need consumer search out for

the information related to that particular product so that the best quality product can be

purchased (Solomon et.al, 2009).

2.4.2.1 Importance of Social Media Marketing

Several studies show the importance and benefits of online marketing for organisations. Boyd

(2007) shows that online marketing results in improved organisational outcomes and helps

firms to cater to greater numbers of customers. The most-discussed benefit of online

marketing is that it positively influences consumer behaviour and results in improved sales

for the company’s products and services (Smith and Rupp, 2003). In the present world, the

organizations use Instagram, Facebook, Twitter and many other social networking sites to

promote their company’s name and their products. This is the most effective way to gain the

attention of the customers and they manage their online marketing activities. In the words of

Brandau, 2013, online marketing that is done with the help of social networking sites helps

the businesses to attract customers and enables the companies to achieve their business

targets.

2.5. Consumer Behaviour

Consumer behaviour is defined as a decision process of the combination of the consumers’

physical and mental activities that is the purchase decisions. The process by which the

individuals engage themselves in using, buying or deciding about the goods and services

from the company is termed as Consumer Behaviour. The researchers investigated that

human responses are broadly found in the buying process of goods and services. The topics

of buying behaviour and purchase decisions are needed to be studied carefully. Consumer

behaviour means to understand the customers’ tastes and preferences which are changing

considerably. The buying behaviour of the customers varies from each other as in case of

Saudi Arabia. It is difficult to identify their demand and whether they are satisfied with the

service of the product or not. So the consumer behaviour study is is challenging but not

impossible through the help of Instagram (Pickton, & Broderick, 2005). There are lot more

factors that also influences the consumer buying behaviour of the women of Saudi Arabia.

The religious and the compliance with the local tradition is another important factor that

improves the marketing procedures.

2.5.1. Background of Saudi Arabia

Saudi Arabia is situated at the centre of the Islamic world, where Makah and Medina are two

important Islamic hubs, visited by huge numbers of religious tourists every year Wood (2003)

Saudi Arabia also has a distinct culture accompanied by strict lifestyle rules that are unique to

the country. For instance, it does not accept cinemas, nor does it allow the playing of non-

religious music. Additionally, shops usually close at prayer times, when all business and

economic activity comes to a halt. Moral police check on people’s behaviour and clothing,

and penalise visitors and locals alike for infringements.

2.5.2. Shopping habits of Saudi customers

In this section of literature review, the shopping habits of the Saudi customers are analysed.

This analysis is helpful for understanding the buying behaviour of the customers. The

shopping habits of Saudi customers depend upon the religious occasions greatly. Customers

tend to buy more products on the special occasions like Eid and Ramadan. Saudi customers

buy more food materials which increases the sales for food for food retailers. The month of

Ramadan is followed by the celebration of Eid in which people go shopping, buy clothes and

jewelleries. Research shows that the Saudis have a tendency to protect their certain image.

Due to this, they invite guests and show off their purchase materials which they feel would

serve their image. The research of Dosari (2012) shows that, in recent years, the culture of

Saudi Arabia has changed, creating a broad impact on the buying behaviour of Saudi

customers. Luther (2001) believes that cultural values manifest within the country have

significant impact on these buying patterns. The main reason which brings the cultural

change is that the Saudi youths are increasingly exposed to the social media and it is due to

the overall increase in the education levels within the country. Here, women are not allowed

to drive which reduces their capacity to shop. The religious sentiment and dignity is one of

the important factors that have huge influence on the consumer shopping behaviour. The

marketing strategy and the process the products and performances is also very much

important for a successful marketing (Tezinde, Smith, & Murphy, 2012). Different type of

people from different part of the world comes to the country during Hajj. So it is a good time

for the marketing in the country (Zarrella, 2010). 

2.5.3. Factors affecting Saudi Shopping Habits

There are some important factors which influence the shopping habits of the Saudi customers.

Here, the women are not free to live in the society on their terms (Zarrella, 2010).  They are

restricted in their buying behaviour. In restaurants also, the women are not allowed to enter

without a male relative or any family member. Thus the women prefer buying products

online from the social media. This is the reason that Saudi Arabia has the second largest share

of online markets. All in all, the Saudi customers are also getting more involved in the usage

of social media which is making the companies more conscious about their marketing

strategies. As they have to modify them according to the changing trends of customer

behaviour. A more focused marketing strategy towards the social media can benefit the

companies more .

2.6. Instagram

Instagram is an established social media platform; its organisation was founded in March

2010 Tuten (2008) Instagram has almost 30 million active users before it was acquired by

Facebook. Over the last two years, Instagram has become the most popular photo sharing site

on Internet. The companies having Instagram accounts share the products of their

commodities and other accessories in the site and thus the Saudis get to see and know about

the products and the name of the companies. Industry experts believe that Instagram

engagement rates and that marketing messages and activities on Instagram will be helpful in

engaging more customers. According to Tuten (2008) the importance of Instagram is

continuously increasing and it can be very helpful for the companies to build brand

awareness, improve sales and cultivate brand loyalty. Research shows that the changing

habits and tastes and preferences of the Saudi customers brings in a wide range of business

promotion as they mostly buy from social media. The uniqueness of the Instagram is

attracting a large number of customers which are affecting the behaviour of the customers in

favour of those companies which are based on social media for marketing purposes.

2.6.1 Aspects of Instagram marketing in Saudi Arab

According to the views of Luther (2001) the country practices the use of the internet’s to get

link with people and analyze the latest trends of the markets. The people are aware regarding

their privacy for which they portrays a sensitive outlook towards Instagram marketing. It is

by the recent technological up liftmen of the country that the use of the social media sites are

increasing day by day in marketing scenario. The use of the smart phones along with other

gadgets and applications made its quite obvious for the people to avail its services by the help

of which they can market from their homes. It is by analyzing the trends of the market that

the companies are using the Instagram app for advertising their products and services which

makes it more and more avail among the consumers creating a brand engagement. It is by

using this particular app that the products and services can be portrayed more innovatively

and creatively that enhance the competitive edge of the company in the market. As the

women in the maximum times of the day are connected in those sites, the company by

promoting the product can gain greater acceptance which also influence the purchase

behaviour of the consumer.

2.6.2 Important factors that enhance the activities of social media sites in marketing

scenario of Saudi Arab

By the views of Solomon (2006) the cultural norms of the country in a different way have

make it evident for the women to use the social networking sites in purchasing their products.

Detailed analysis portrays that the beliefs of the country restricted the females to enter in the

market and gather their desired products. Apart from that changing rooms are not witnessed

in the malls which make it difficult to purchase the clothes. According to the views of

Solomon (2006) this makes electronic shopping the best available option for Saudi women;

through it they can order their desired products while sitting at home and using online

shopping facilities This is one of the reasons that Saudi Arabia has the second largest share of

online markets, with an estimated $520 million worth of goods and services being purchased

online, with forecasts predicting online sales in the Arab world to reach more than US$2

billion. All in all, the Saudi customers are also getting more involved in the usage of social

media which is making the companies more conscious about their marketing strategies. As

they have to modify them according to the changing trends of customer behaviour.

2.6.3 Theories associated with the research:

Theories of communications play an effective role in shaping the social media sites in gaining

the attractions of the consumers. According to the Gratifications theory it can be said that it is

by the use of the social media sires that the perspectives of the young generations can be

analyzed in details that help the company in shaping their strategies (Kabani, 2010). It is by

using efficient communication, convenient communication, and curiosity along with

relationship formations that the brand can formulate a loyal consumer base through social

networking sites.

The theory of planned behaviour determines the relationship between customer intentions and

attitudes towards a product, subjective norms and perceived behavioural control. The theory

depicts that the greater an individual’s behavioural inclination towards receiving and

accepting advertisements on Instagram, the greater the probability that the individual will

make purchasing decisions or make inquiries about the product discovered through Instagram

marketing channels. It is evident that subjective norms and behavioural inclinations of

individuals are positively influenced in favour of taking advantage of offers they receive

through Instagram advertising. Analyzing the factors its can be stated that theory of planned

behaviour is relevant to the Instagram marketing context, as it helps to reveal consumer

perceptions of the acceptability of Instagram marketing messages and the attitudes that

consumers show towards these messages.

2.6.4 Attitudes of the consumers in framing the purchase decisions:

According to the overviews of Brogan (2010) there are there factors upon which the

behaviours of the consumer depend upon the social media sites. They are perceived

usefulness of the technology used for shopping, perceived benefits that a customer might

experience with the usage of technology for shopping purposes, and the perceived risks

associated with the use of the respective technology. The positive influence of these three

constraints would influence the attitudes of the users towards the product or service they

intend to purchase and result in positive purchase decisions. The decision making process of

the consumers by using Instagram can be showcased as;

The consumers practice the use of the Technology acceptance model by the help of which

they identify the accurate technology that can fulfil their expectations in all aspects.

According to the views of Evans (2008) the purchase decisions of the consumers depend

upon beliefs, thoughts, and intentions towards the context of marketing. By the views of

Kotler (2009), shopping habits of the people are dependent over several factors which can be

defined as “mental activity, emotional and physical that people use during selection,

purchase, use and dispose of products and services that satisfy their needs and desires.”

The attitude of the consumer depends upon several factors which can be classified as internal

and external factors. The external factors are associated with the culture, subculture and the

reference groups of the social networking site while the internal factors are memory,

motivation, characters, and feelings of the consumers. By the views of Staelin (2014) it can

be said that the consumer use to gather various information’s regarding the product to analyze

whether it accomplish all the expectations or not. It is by the proper use of the networking

sites that the consumers can choose the accurate product of their choice beyond the barriers

of time and carrying luggage. A detailed survey in Saudi Arab portrays that 50 percent of

respondents were willing to browse the Internet and Instagram even though they tended to not

make online purchases.

2.7 Research Hypothesis:

Research hypothesis is one of the important part of the research that examines the outcomes

of the research in a critical way. Hypothesis involves the care full constructions of two

statements that are the models of the hypothesis section. The hypothesis models are the Null

Hypothesis and the Alternate hypothesis. Though the hypothesis looks quite the same when it

is written down but they have dissimilar footings.

Null hypothesis portrays that there will be no observed effect for this particular research and

it is represented by H0. The researcher always looks to disprove the hypothesis and the

principle of is little complex.

Alternate hypothesis always reflects that there will be an observed effect for this particular

research. The alternate hypothesis is denoted by H1which portrays the positive aspects of the

research.

H0: It is by the proper use of the social media strategies that marketing behaviour of the

women in Saudi Arabia cannot be influenced

H1: It is by the effective and the efficient use of the Social media policies that marketing

behaviour of the women in Saudi Arabia can be influenced.

2.8 Summery of the Study:

The entire study focuses a light over the impacts of the social media marketing in influencing

the buying behaviors of the consumers in the country Saudi Arabia. There are several factors

that are induced in it that affects the buying decisions of the consumers. It is by the effective

use of the Instagram that the companies can be showcasing their products and services along

with variety to the consumers that saves their time (Blythe, 2008). It is by analyzing the

quality of the products along with the information’s associated with it that the consumers can

identify the capacity of the product in fulfilling their needs. Though there are certain

problems that are faced in the past as the quality portrayed through the social media are of not

the same quality in reality. These times of discriminations often curbs the reputations of the

company in the market for which the consumers looks to maintain the traditional concept of

buying in the recent days. The policies and the strategies that are discussed by the help of the

literature review are still under considerations and not examined for which the future of it

cannot be for casted properly.

Chapter 3: Research Methodology:

3.1: Introduction:

With the initiation of social media networking, the entire world has been able to get

connected with their near and dear ones. As according to Alwagait, et al., (2014) Women

residing in Saudi Arabia get forbidden and deprived from being connected with their near and

dear ones. The entire research deals with the influence of Instagram as social media does

have a direct influence on women residing in Saudi Arabia. However, research methodology

on this perspective plays a distinct and diversified role as methodology segment clearly

defines the relative sources through which the researcher has been able to accumulate

information. Research methodology clearly subjugates with the susceptibility to the effective

ways in which the entire research should be carried out. Methodology is the analysis and the

appraisal of diverse range of methods through which the researcher has tried to instigate the

entire research in a fruitful manner. The researcher has thus tried to depict the positive effects

of social media networking sites especially Instagram on women residing in Saudi Arabia

and thus has been able to counteract with the cultural background prevailing in Saudi Arabia.

3.2: Purpose of the research:

The above research underpins the effectiveness and influence of Instagram amongst the

women residing in Saudi Arabia. It is the core responsibility of the researcher clearly line up

with the set of objectives and purposes to conduct the research in an effective manner. More

specifically, the purpose of the research could be regarded as follows:

To elaborate and witness the influence of Instagram on the shopping habits of females

residing in Saudi Arabia (Jha, 2008).

To elucidate the positive effects of initiation of social media networking sites in enabling

the female residents of Saudi Arabia to get acquainted with the recent technological

development.

To identify and synchronise the strategies that the effective social media sites have

adopted to closely endeavour with and perpetuate with the supersession in the social

media market.

To elevate the essence of the social media sites especially Instagram in unleashing as a

source of shopping facilities for Saudi Arabia as almost women are till now are deprived

from going to the shopping malls and markets due to the cultural bindings.

To analyze the impact of using and application of Instagram application for promoting

their goods and services that they provide to the subscribers.

To assess the overall implications of social media sites in changing the consumer

behaviour could be accessed through this research entailing the socio-cultural aspects

prevailing in Saudi Arabia.

Thus, for understanding and proliferating these areas, the researcher has tried to depict and

portray the clear aspects and prospects that the Instangram app has had on the Saudi women

consumers.

3.3: Research approach:

In accordance to the virtues of renowned researcher namely Kumar, (2005) research approach

propagates to analyse the approaches that the researcher has adopted while collating with the

approaches to collect data and information from the evident sources are being defined.

Besides, this particular research has showcased the cultural background prevailing in Saudi

Arabia that has prohibited the women consumers to get connected with their near and dear

ones. Thus with the initiation of Instagram, Saudi women have found a new instinct to

persuade with the communication network. The nation itself has constrained and the

channelized the females to consume according to their will and desires. This has over the last

few years have deviated the female consumers to acquire the brand products according to

their tastes and preferences through social media networking sites. Moreover, this particular

instance encounters the fact that for overwhelming approach to the social media sites for

shopping facilities, Saudi Arabia however ranks as the second leading in seeking for market

share and growth in coherence with the online sale facilities through social media sites

especially Instagram. The researcher ion coherence to collect appropriate data in due course

of the research has enabled to incorporate the inductive approach so as to acquire prominent

data from both qualitative and quantitative way of conducting the research.

3.4: Research Philosophy:

From several researchers previously executed buy other researchers, it can be clearly

showcased that the research philosophy segment opts for representing the accurate structure

and format of every research. Resaerch philosophy segment dwells into three types of

philosophies especially concentrating with Positivism Philosophy; Interpretivism philosophy

and Realism philosophy. While undergoing the research, the researcher has adopted the

appropriate philosophy which is necessary to collate with ethical evidences of the research.

As related to the above research, the researchers has ushered diligence to dwell into the facets

of Instagram marketing in delivering optimum services to the Saudi women residing with

depriving cultural backgrounds. Smart phones along with several applications have surpassed

Instagram to exemplify to promote their range of services that they avail to the customers

initiating to procure a competitive position compared to the other social media sites like

Facebook, Twitter, Yelp, Myspace etc. in the social media market. While enduring with the

above research, the researcher has adopted Positivism philosophy so as to unveil the positive

aspects and impacts of social media sites on the Saudi women as being a source of shopping

for the females inhabiting in the base of Saudi Arabia (Yalli and Cooper, 2008). Positivism is

one of the affective strategies that are used by the researcher in order to increase the

efficiency of the research. Statistical and scientific evidences are used in this approach that

reveals the true nature of the research and positive outcomes can be delivered. The

researcher has relied on Positivism philosophy as this particular research deals with the

accumulation of apposite and relevant data and information as incorrect data can yield to

misleading outcomes. It is by statistically calculating the overviews of the respondents that

the proper idea regarding this particular research topic can be framed. To assess the impact of

Instagram on the Saudi women the researcher has enabled market surveys so as to excavate

the accurate results. The researcher has tried to depict the positive aspects of Intagram as

being a helping hand and supportive function for the Saudi women to consume goods and

products according to their desires and will.

3.5: Research Design:

The cultural aspects and socio-cultural background of Saudi Arabia often restricts and

confines the women to express their desires and wishes and thus exaggerates the Saudi

women to articulate their thoughts and they are even now being deprived from shopping from

shopping malls and complexes. Instagram has played a vibrant role in diversifying the

women consumers to shop irrespective of being rationalized. Predominance of Instagram as

the “medium for shopping” has pulled up the overall market share of the aforesaid social

media site to a hike in the Saudi social media market. Companies prevailing in Saudi market

are getting more involved and aware of their promotional strategies. However, to assess and

accentuate with effective outcomes from this research, the researcher has made rational

approaches to pertain the descriptive research design as this research design usually

endeavours with the descriptive approaches to indemnify every areas wherever the researcher

wants to endow with (Ketchen and Bergh, 2006). Market analysis of Instagram Saudi Arabia

requires detailed description and thus entails a clear perspective to redeem the value of the

research. However, while undergoing this particular research, the researcher tried to

emphasize with varying behaviour of the Saudi women in upbringing their prevalence and

pervasiveness to access its widespread in the social media market of Saudi Arabia.

Conversely, the researcher has followed Research Onion so as to execute the entire research

in a systematic manner and resulting into in-depth analysis of the Saudi market and inception

and impact of Instagram in creating a strong market base in global perspective as well as

domestic perspectives.

3.6: Data Collection approaches:

By virtues of several researchers, there remains a paradigm for every research in building a

strong relationship with the data collection approaches. Data collection methods surpasses

with the most effective role in indemnifying the core areas of any research. As collated with

the above research, it can be accessed that the researcher dealt with both the primary data as

well as the secondary data. To inundate the inefficacy of the research in outlining and

collating with the aims and objectives as lined up in chapter 1, the researcher must remediate

the vagueness and irrelevance of data collected through the primary sources as well as the

other sources commonly knoewn as secondary sources. Virtually it is ascertained that the

researcher over here has depicted and utilized both the qualitative data collection approach

and quantitative data collection. But mostly, it can be predicted that the researcher has relied

on the qualitative data collection approaches. Preponderance to the primary set of data has

meant to be the most ethical and guideline to pre-mediate the entire research in a successful

manner (Samuels, et al., 2009). The researcher has raised the perceptions and insight of the

Saudi women in analyzing the impact of the Instagram in Saudi market. To deal with the

impact of social media sites in particular Instagram, the researcher has outraged the

significance of primary data the most in coherence to pivotal outcomes of the research.

3.6.1: Primary data:

To be very precise and specific, it can be ascertained that primary set of data relates to the set

of raw data accrued from the in-depth analysis of the market, raising questionnaires to the

respondents and in-depth interview processes with the hierarchical levels assigned in the

business to precipitate with the optimum results and outcomes. It is the core responsibility of

the researcher to accumulate and acquire accurate data as vague data can even lead to

misleading outcomes. In context to the above research, it can be ascertained that the

researcher has tried to depict and outline the vibrant effects of Instagram as a shopping

medium for the women residing in the base of Saudi Arabia (Timmermans, 2009). It can be

ascertained that the researcher while outlining the entire research made subsequent practices

to depend upon the primary source of data by raising the set of questionnaire to the females

residing in Saudi Arabia. Their reactions and perceptions are treated as the foremost and most

important source of information to assess the overall impetus of Instagram in maintaining a

sustainable and cutthroat edge in the Saudi social media market.

3.6.2: Secondary data:

Secondary data represents the collection and inclination to the perceptions of the researchers

who have already depicted the clear insight of the topic in journals, articles and literature

reviews and analyses. In response to the above research, it can be ascertained that the

researcher has accumulated and acquired detailed description from the literatures, reviews

and the articles about the impact of the social media sites especially Instagram in

proliferating and promulgating the female consumers residing in Saudi Arabia to acquire for

the services they are seeking for so as to meet their desires and tastes and preferences.

However, secondary data has been retrieved relevantly from the websites of Instagram, and

the links that are often used by the female consumers inhabiting in Saudi Arabia. Literatures,

magazine articles have led a supportive hand to the researcher to endeavour with the effective

practices of the research and deal with the effective approaches to the ultimate outcomes

(McEwen, 1996). Thus, to dwell into and correspond with the positive effects of Instagram

for Saudi women has had been the core area to focus on and thus secondary data has served

the most ethical terms to encompass with the accurate outcomes.

3.6.3: Sampling techniques:

Consumer buying behaviour is influenced through several techniques. Advertisement and

promotional strategies that the companies undertake supersede the needs and the desires of

the female consumers residing in Saudi Arabia. As underpinned by renowned researcher

namely Som, (1973) the above research is based on the convenience sampling as this

particular research was based on the impact of social media sites on female consumers in

Saudi Arabia only. As this research deals with a particular section and only female consumers

are being identified in this research so the researcher has opted for convenience sampling

technique. The researcher has raised the set of questionnaire to 100 respondents and

specifically the respondents are only female orienting to Saudi Arabia. Amongst the 100

female respondents, 5 female respondents have been selected so as to assess the implications

with mere surveillance and vigilance on the competitive edge in the social networking media.

3.7: Data analysis and presentation:

In case of this particular researcher, the researcher has utilized several tools to inevitably

carry out a brief idea about the recent advent of Instagram in the Saudi Arabian social

networking market as the leading advent of shopping facilities. The female consumers get a

new platform through the arrival of Instagram in the social media networking market of

Saudi Arabia and they get convinced with the services that they have been acquiring through

Instagram. Eventually, the researcher has selected several charts, graphs, tables, figures and

trend lines in correspondence with the optimum facilities that the females get acquainted with

(Sugden, 1994). Impact of Instagram on the socio-cultural background of Saudi Arabia thus

coherently dealt with the overall performance of Instagram in the said market so as to attract

more and more female subscribers as they are restricted from societal approaches to reach the

market.

3.8: Questionnaire:

The researcher has raised a set of close-ended questionnaire to unveil their perceptions and

insight and feedbacks and derive a clear aspect about the vibrancy of Instagram in the Saudi

Arabian market and the rate at which the Saudi female make use of Instagram for their

pursuance to the shopping facilities. This has led the researcher to develop a clear picture of

market structure and market share of Instagram in Saudi Arabian market. It can be revealed

from the financial reports of Instagram that this particular social media website has become

the most evitable source of getting connected with people all around as the female or rather

women are underprivileged from being social to the outside world. Thus this questionnaire is

regarded as the source of accumulation of relevant data from the female respondents to

encompass the ethnicity of the above research.

3.8.1: Pilot study

Pilot study is one of the important aspects of the methodology section that is also defined as a

“soft” research tool. It is by the use of this research tool that the researcher conducts a

preliminary analysis before conducting a full grown market survey. The respondents that are

gathered are from different places. It is by practicing the pilot study that the cost or the

budget of the survey can be estimated and apart from that the result of the research can be

forecast to an extent. Apart from that5 the competencies of the questions in delivering the

proper outcomes can be checked and an estimation regarding the time for conducting the

research can be analyzed.

For fabricating the pilot study 10 females are selected that practice the use of this application

in making marketing activities. The questions that are fabricated are placed in front of them

and their overviews are recorded. It is by the practice of this survey that an initial forecast

regarding the research are made an estimation regarding the time that will be consumed are

analyzed. Apart from all the factors the cost estimation for the executions of the entire report

is also identified. It is by identifying the effectiveness of the questions and cost that are

associated with it that the entire survey can be made accurately.

3.9 Research Ethics

Research ethics are an important part of the entire research that showcase the efficiencies of

the research along with it competencies. The researcher needs to maintain the ethical factors

in the accurate manner such that the effectives of the research can be increased. All the data

and the information’s that are used for this particular research need to be true and logical in

order to make it successful. According to the views of (Kumar, 2005), Permissions need to be

taken from respondents will publishing their overviews and from the companies. The

respondents need not to be forced to share their overviews.In the above research, the

researcher had tried to maintain the ethical value of the research by maintaining and

pertaining to the secrecy and confidentiality of the perceptions of the female residing in Saudi

Arabia regarding their insight about the impacts of Instagram in changing the consumer

behaviour and thus redeems with the person-centric approach as the researcher has given key

importance to the perceptions of the female candidates (Pimple, 2008). The perceptions and

insight of the female subscribers were not at all revealed which endowed with the ethics and

worth of the said research.

3.10: Research limitation:

Though the ethical standard was maintained through commencement or the instigation of the

research throughout the base of Saudi Arabian market still there were some major and vibrant

problems that denounced the overall essence of the research. The time frame was the key area

where the researcher initially faced problems. The time frame of 1 month might not be

enough to accumulate effective and raw and accurate data and that too indemnified the

overall efficacy of the research. Vague data can lead to ineffective results and outcomes.

Thus it is of prime importance that the researcher must collate with the appropriateness of the

data collected. Apart from this instance another problem that could be permissible to the

ethical and worth of the research finds sync with the reliability and validity of the data

collected from the female consumers. Saudi Arabia is enriched with conservative socio-

cultural aspects, the female or women are hardly allowed to go for shopping and thus the

perceptions collected fro, the females can be degenerative to the research as the respondents

are not at all comfortable to rationalize. Social network is clearly seen as the source of

differences amongst the people/inhabitants residing in Saudi Arabia (Jha, 2008). They are

prohibited and restricted from being physically present in the shopping malls and

supermarkets. Here Instagram has susceptibly enriched the market structure enabling the

female to lead a life in a dignified manner. Apart from this factor it can also be said that for

this research 100 respondents are gathered. The overviews of the respondents along with their

perspectives are totally different for which large data’s will be evolved. The data’s being

large is difficult to formulate in the effective manner and there is chance of

misinterpretations. The accuracy of the data in certain times can be challenged due to its size.

The researcher faces several difficulties in managing the large number of respondents that in

certain times restricts the accuracy of the statistical data. The variety in the demographic

factors of the respondents in certain times alters the data and the information regarding the

topic. They can shop from Instagram irrespective of any intricacy. Thus, their perceptions

regarding the impact of the social media sites might not be reliable and authentic enough so

as to rely on the terms and conditions that Saudi Arabian government take to resemble

democracy within the nation. Thus, overcoming these delicacies and limitation has assisted

the future researchers to clearly deal with ethical consideration and the reliability and validity

of the data collected from several sources.

3.11 Summary of the chapter

Therefore, from the above chapter, it can be accessed that the overall cultural factors enlisting

the regulatory governmental practices in Saudi Arabia finds sync with the relevance to the

ethnicity and the Saudi Arabian market. Letting the female to shop through online sources

have opened a clear platform and rather has become the benchmark for Instagram to strive in

the competitive market with a superficial account of the embellishment and articulation of the

norms and regulatory norms that Saudi Arabian government encompass with. Thus, this

particular chapter summarises the methods and the data collection sources through which the

researcher unleashes the efficacy of the research (McEwen, 1996). Apart from this instinct

this chapter has tried to depict and unfold the philosophies and designs that the researcher

considered in carrying out the entire research. Overall impact of the Instagram on changing

consumer behaviour could be depicted and outlined through this research entitling to the

ethical considerations and morality of the aims those have been outlined by the researcher in

this section itself.

Chapter 4: Data Analysis

4.1 Introduction

The overall paper is showcasing the influence of Instagram on the buying behavior of

females. The overall research paper has been evaluated in Saudi Arabia. At this modern age

each and every individual is highly familiar with the services and facilities of the social

Medias. Instagram is one of the emerging social media of the world. The facilities have been

expanding throughout the world. The paper is showcasing how the buying mentality of the

Saudi Arabian can be influenced by the Instagram. Instagram is the process where female can

view different features of the products and services. In this particular research paper

information has been obtained through a brief and effective approach. Feedbacks of the Saudi

Arabian Females have been analyzed for getting the right over view about the topic. Various

analysis and tables have been to underpin the matter.

4.2 Frequency Table

Frequency table is also an important aspect for making the data analysis. For executing the

overall research 100 numbers of female have been chosen. After choosing the respondents

they were asked about the usefulness of Instagram and they were also said to share their

opinions on the influence of Instagram on the consumer buying behaviour. Prime variables of

this research process are the Age and income level. Saudi Arabian females were chosen

through this demographic approach. Frequency table also helps to measure the overall

strength and figures of the characters.

Age

Frequency Percent Valid Percent Cumulative

Percent

Valid

20-25 1 1.0 1.0 1.0

25-30 5 5.0 5.0 6.0

30-35 33 33.0 33.0 39.0

35-40 34 34.0 34.0 73.0

Above 40 27 27.0 27.0 100.0

Total 100 100.0 100.0

Income Group

Frequency Percent Valid Percent Cumulative

Percent

Valid

No income 2 2.0 2.0 2.0

$1500-$2000 11 11.0 11.0 13.0

$2000-$2500 26 26.0 26.0 39.0

$2500-$3000 43 43.0 43.0 82.0

Above $3000 18 18.0 18.0 100.0

Total 100 100.0 100.0

Do you think Instagram helps you to view more innovative and trendy

products?

Frequency Percent Valid Percent Cumulative

Percent

Valid

Strongly Disagree 3 3.0 3.0 3.0

Disagree 9 9.0 9.0 12.0

Neutral 31 31.0 31.0 43.0

Agree 37 37.0 37.0 80.0

Strongly Agree 20 20.0 20.0 100.0

Total 100 100.0 100.0

The respondents clearly showcase that the facility of the Instagram provide them the

opportunity to buy trendy products.

How far do you think that launching of Instagram creates a new window

of shopping?

Frequency Percent Valid Percent Cumulative

Percent

Valid Strongly Disagree 1 1.0 1.0 1.0

Disagree 8 8.0 8.0 9.0

Neutral 17 17.0 17.0 26.0

Agree 49 49.0 49.0 75.0

Strongly Agree 25 25.0 25.0 100.0

Total 100 100.0 100.0

The respondents can use the practice of window shopping by the use of the Instagram by the

help of which the specifications of the products can be analyzed.

Are you satisfied with the quality of the products which are shown in the

Instagram?

Frequency Percent Valid Percent Cumulative

Percent

Valid

Strongly Disagree 3 3.0 3.0 3.0

Disagree 11 11.0 11.0 14.0

Neutral 24 24.0 24.0 38.0

Agree 40 40.0 40.0 78.0

Strongly Agree 22 22.0 22.0 100.0

Total 100 100.0 100.0

The survey clearly showcase that maximum respondents are satisfied with the quality of

products of the company that are purchased by them through Instagram.

Do you think viewing products through Instagram saves your time?

Frequency Percent Valid Percent Cumulative

Percent

Valid Disagree 6 6.0 6.0 6.0

Neutral 21 21.0 21.0 27.0

Agree 38 38.0 38.0 65.0

Strongly Agree 35 35.0 35.0 100.0

Total 100 100.0 100.0

The respondents clearly showcase that it is by the use of the social media marketing facility

that the time of journey can be saved in the accurate manner.

Do you think this Instagram provides you more facilities than any

other services?

Frequency Percent Valid Percent Cumulative

Percent

Valid

Disagree 10 10.0 10.0 10.0

Neutral 28 28.0 28.0 38.0

Agree 39 39.0 39.0 77.0

Strongly Agree 23 23.0 23.0 100.0

Total 100 100.0 100.0

Maximum of the respondents depicted that the facilities that are provided by Instagram in

buying their products are immense. They can practice the use of window shopping through it

and enjoy the facility of the discounts.

How far do you think that Instagram has changed the buying

perception of the women?

Frequency Percent Valid Percent Cumulative

Percent

Valid Disagree 7 7.0 7.0 7.0

Neutral 26 26.0 26.0 33.0

Agree 47 47.0 47.0 80.0

Strongly Agree 20 20.0 20.0 100.0

Total 100 100.0 100.0

Through the above mentioned tables and charts overall data and information can be observed.

It is analyzed that the use of the Instagram along with the facilities that are provided by it are

able to change the buying behaviors of the consumers. The marketing process can be made

effective through it and rapid.

4.3 Descriptive Statistics

A research process is consisted of multiple data. Each and every data needs to be interrelated

for getting a suitable outcome. The paper is illustrating the influence of Instagram on the

buying mentality of Saudi Arabian women. Descriptive statistic plays an important role for

getting the range of reliability of all these data. Through the descriptive statistics mean,

median and standard deviation of the data can be found out. By the help of this overall

reliability and authentication of data can be obtained.

Descriptive Statistics

N Minimum Maximum Mean Std. Deviation

Age 100 1 5 3.81 .929

Income Group 100 1 5 3.64 .969

Do you think Instagram

helps you to view more

innovative and trendy

products?

100 1 5 3.62 1.003

How far do you think

that launching of

Instagram creates a new

window of shopping?

100 1 5 3.89 .909

Are you satisfied with

the quality of the

products which are

shown in the Instagram?

100 1 5 3.67 1.035

Do you think viewing

products through

Instagram saves your

time?

100 2 5 4.02 .899

Do you think this

Instagram provides you

more facilities than any

other services?

100 2 5 3.75 .925

How far do you think

that Instagram has

changed the buying

perception of the

women?

100 2 5 3.80 .841

Valid N (listwise) 100

4.4 Cross Tabulation

Cross Tabulation has been done for identifying relationship among the variables. Prime

variables of this paper are age and income level. During the research process seven questions

were raised. Feedbacks of the respondents have been analyzed with the variables. Through

this way interdependency of the variables can be measured.

Age * Do you think Instagram helps you to view more innovative and trendy products?

Crosstabulation

Count

Do you think Instagram helps you to view more innovative and trendy

products?

Strongly

Disagree

Disagree Neutral Agree Strongly Agree

Age

20-25 0 0 0 1 0

25-30 0 0 2 2 1

30-35 1 2 7 11 12

35-40 0 5 12 12 5

Above 40 2 2 10 11 2

Total 3 9 31 37 20

Age * Do you think Instagram helps you to view more innovative and trendy products?

Crosstabulation

Count

Total

Age 20-25 1

25-30 5

30-35 33

35-40 34

Above 40 27

Total 100

Age * How far do you think that launching of Instagram creates a new window of

shopping? Crosstabulation

Count

How far do you think that launching of Instagram creates a new window of

shopping?

Strongly

Disagree

Disagree Neutral Agree Strongly Agree

Age

20-25 0 0 0 1 0

25-30 0 1 0 0 4

30-35 1 3 4 18 7

35-40 0 2 9 15 8

Above 40 0 2 4 15 6

Total 1 8 17 49 25

Age * How far do you think that launching of Instagram creates a new window of

shopping? Crosstabulation

Count

Total

Age 20-25 1

25-30 5

30-35 33

35-40 34

Above 40 27

Total 100

Age * Are you satisfied with the quality of the products which are shown in the

Instagram? Crosstabulation

Count

Are you satisfied with the quality of the products which are shown in the

Instagram?

Strongly

Disagree

Disagree Neutral Agree Strongly Agree

Age

20-25 1 0 0 0 0

25-30 1 1 2 1 0

30-35 0 1 8 16 8

35-40 1 3 8 15 7

Above 40 0 6 6 8 7

Total 3 11 24 40 22

Age * Are you satisfied with the quality of the products which are shown in the Instagram?

Crosstabulation

Count

Total

Age

20-25 1

25-30 5

30-35 33

35-40 34

Above 40 27

Total 100

Age * Do you think viewing products through Instagram saves your time?

Crosstabulation

Count

Do you think viewing products through Instagram saves

your time?

Total

Disagree Neutral Agree Strongly Agree

Age 20-25 0 0 0 1 1

25-30 0 0 2 3 5

30-35 4 7 11 11 33

35-40 2 9 13 10 34

Above 40 0 5 12 10 27

Total 6 21 38 35 100

Age * Do you think this Instagram provides you more facilities than any other

services? Crosstabulation

Count

Do you think this Instagram provides you more facilities than

any other services?

Total

Disagree Neutral Agree Strongly Agree

Age

20-25 1 0 0 0 1

25-30 2 0 1 2 5

30-35 4 11 13 5 33

35-40 2 8 16 8 34

Above 40 1 9 9 8 27

Total 10 28 39 23 100

Age * How far do you think that Instagram has changed the buying perception of the

women? Crosstabulation

Count

How far do you think that Instagram has changed the buying

perception of the women?

Total

Disagree Neutral Agree Strongly Agree

Age 20-25 0 0 1 0 1

25-30 1 1 2 1 5

30-35 2 8 18 5 33

35-40 2 8 17 7 34

Above 40 2 9 9 7 27

Total 7 26 47 20 100

Income Group * Do you think Instagram helps you to view more innovative and

trendy products? Crosstabulation

Count

Do you think Instagram helps you to view more

innovative and trendy products?

Strongly

Disagree

Disagree Neutral Agree

Income Group

No income 0 0 2 0

$1500-$2000 1 1 3 3

$2000-$2500 1 2 7 10

$2500-$3000 1 6 11 19

Above $3000 0 0 8 5

Total 3 9 31 37

Income Group * Do you think Instagram helps you to view more innovative and trendy

products? Crosstabulation

Count

Do you think Instagram

helps you to view more

innovative and trendy

products?

Total

Strongly Agree

Income Group No income 0 2

$1500-$2000 3 11

$2000-$2500 6 26

$2500-$3000 6 43

Above $3000 5 18

Total 20 100

Income Group * How far do you think that launching of Instagram creates a new

window of shopping?

Count

How far do you think that launching of Instagram creates a

new window of shopping?

Strongly

Disagree

Disagree Neutral Agree

Income Group

No income 0 0 1 1

$1500-$2000 0 0 4 4

$2000-$2500 0 3 2 12

$2500-$3000 1 3 6 22

Above $3000 0 2 4 10

Total 1 8 17 49

Income Group * How far do you think that launching of Instagram creates a new window

of shopping? Crosstabulation

Count

How far do you think that

launching of Instagram

creates a new window of

shopping?

Total

Strongly Agree

Income Group No income 0 2

$1500-$2000 3 11

$2000-$2500 9 26

$2500-$3000 11 43

Above $3000 2 18

Total 25 100

Income Group * Are you satisfied with the quality of the products which are shown

in the Instagram? Crosstabulation

Count

Are you satisfied with the quality of the products which are

shown in the Instagram?

Strongly

Disagree

Disagree Neutral Agree

Income Group

No income 0 0 0 1

$1500-$2000 0 2 1 3

$2000-$2500 0 4 6 13

$2500-$3000 1 5 10 16

Above $3000 2 0 7 7

Total 3 11 24 40

Income Group * Are you satisfied with the quality of the products which are shown in the

Instagram? Crosstabulation

Count

Are you satisfied with the

quality of the products

which are shown in the

Instagram?

Total

Strongly Agree

Income Group No income 1 2

$1500-$2000 5 11

$2000-$2500 3 26

$2500-$3000 11 43

Above $3000 2 18

Total 22 100

Income Group * Do you think viewing products through Instagram saves your time?

Crosstabulation

Count

Do you think viewing products through Instagram saves

your time?

Disagree Neutral Agree Strongly Agree

Income Group

No income 0 1 0 1

$1500-$2000 2 3 2 4

$2000-$2500 1 3 11 11

$2500-$3000 3 12 15 13

Above $3000 0 2 10 6

Total 6 21 38 35

Income Group * Do you think viewing products through Instagram saves your time?

Crosstabulation

Count

Total

Income Group

No income 2

$1500-$2000 11

$2000-$2500 26

$2500-$3000 43

Above $3000 18

Total 100

Income Group * Do you think this Instagram provides you more facilities than any

other services? Crosstabulation

Count

Do you think this Instagram provides you more facilities than

any other services?

Disagree Neutral Agree Strongly Agree

Income Group No income 0 0 2 0

$1500-$2000 3 1 3 4

$2000-$2500 2 11 10 3

$2500-$3000 4 11 16 12

Above $3000 1 5 8 4

Total 10 28 39 23

Income Group * Do you think this Instagram provides you more facilities than any other

services? Crosstabulation

Count

Total

Income Group

No income 2

$1500-$2000 11

$2000-$2500 26

$2500-$3000 43

Above $3000 18

Total 100

Income Group * How far do you think that Instagram has changed the buying

perception of the women? Crosstabulation

Count

How far do you think that Instagram has changed the buying

perception of the women?

Disagree Neutral Agree Strongly Agree

Income Group No income 0 1 1 0

$1500-$2000 1 1 5 4

$2000-$2500 1 10 13 2

$2500-$3000 4 12 18 9

Above $3000 1 2 10 5

Total 7 26 47 20

Income Group * How far do you think that Instagram has changed the buying perception

of the women? Crosstabulation

Count

Total

Income Group

No income 2

$1500-$2000 11

$2000-$2500 26

$2500-$3000 43

Above $3000 18

Total 100

4.4 Correlations

Correlations are helping to justify the interdependency among the variables. A research is

consisted of huge data set. For this reason it is an important duty to check the reliability and

inter relationship among these data sets. Through the following chart that relationship can be

determined. A Pearson coefficient has been mentioned in each relationship. This value helps

to identify the dependency factor among the variables.

Correlations

Age Income Group Do you think

Instagram

helps you to

view more

innovative and

trendy

products?

Age

Pearson Correlation 1 -.032 -.230*

Sig. (2-tailed) .753 .021

N 100 100 100

Income Group

Pearson Correlation -.032 1 .076

Sig. (2-tailed) .753 .452

N 100 100 100

Do you think Instagram

helps you to view more

innovative and trendy

products?

Pearson Correlation -.230* .076 1

Sig. (2-tailed) .021 .452

N 100 100 100

How far do you think

that launching of

Instagram creates a new

window of shopping?

Pearson Correlation -.025 -.068 -.124

Sig. (2-tailed) .805 .499 .219

N 100 100 100

Are you satisfied with

the quality of the

products which are

shown in the Instagram?

Pearson Correlation .081 -.150 -.073

Sig. (2-tailed) .422 .137 .468

N 100 100 100

Do you think viewing

products through

Instagram saves your

Pearson Correlation .005 .055 -.070

Sig. (2-tailed) .964 .589 .489

time?N 100 100 100

Do you think this

Instagram provides you

more facilities than any

other services?

Pearson Correlation .191 .068 -.201*

Sig. (2-tailed) .057 .504 .045

N 100 100 100

How far do you think

that Instagram has

changed the buying

perception of the

women?

Pearson Correlation .016 .059 .149

Sig. (2-tailed) .878 .557 .140

N 100 100 100

Correlations

How far do you

think that

launching of

Instagram

creates a new

window of

shopping?

Are you

satisfied with

the quality of

the products

which are

shown in the

Instagram?

Do you think

viewing

products

through

Instagram saves

your time?

Age

Pearson Correlation -.025 .081 .005*

Sig. (2-tailed) .805 .422 .964

N 100 100 100

Income Group

Pearson Correlation -.068 -.150 .055

Sig. (2-tailed) .499 .137 .589

N 100 100 100

Do you think Instagram Pearson Correlation -.124* -.073 -.070

helps you to view more

innovative and trendy

products?

Sig. (2-tailed) .219 .468 .489

N 100 100 100

How far do you think that

launching of Instagram

creates a new window of

shopping?

Pearson Correlation 1 .101 .040

Sig. (2-tailed) .319 .694

N 100 100 100

Are you satisfied with the

quality of the products

which are shown in the

Instagram?

Pearson Correlation .101 1 -.112

Sig. (2-tailed) .319 .266

N 100 100 100

Do you think viewing

products through

Instagram saves your

time?

Pearson Correlation .040 -.112 1

Sig. (2-tailed) .694 .266

N 100 100 100

Do you think this

Instagram provides you

more facilities than any

other services?

Pearson Correlation .003 -.034 .043*

Sig. (2-tailed) .976 .735 .674

N 100 100 100

How far do you think that

Instagram has changed the

buying perception of the

women?

Pearson Correlation -.108 -.077 -.021

Sig. (2-tailed) .283 .449 .833

N 100 100 100

Correlations

Do you think this

Instagram provides

you more facilities

than any other

services?

How far do you

think that

Instagram has

changed the

buying perception

of the women?

Age

Pearson Correlation .191 .016

Sig. (2-tailed) .057 .878

N 100 100

Income Group

Pearson Correlation .068 .059

Sig. (2-tailed) .504 .557

N 100 100

Do you think Instagram helps

you to view more innovative

and trendy products?

Pearson Correlation -.201* .149

Sig. (2-tailed) .045 .140

N 100 100

How far do you think that

launching of Instagram creates

a new window of shopping?

Pearson Correlation .003 -.108

Sig. (2-tailed) .976 .283

N 100 100

Are you satisfied with the

quality of the products which

are shown in the Instagram?

Pearson Correlation -.034 -.077

Sig. (2-tailed) .735 .449

N 100 100

Do you think viewing products

through Instagram saves your

time?

Pearson Correlation .043 -.021

Sig. (2-tailed) .674 .833

N 100 100

Do you think this Instagram

provides you more facilities

than any other services?

Pearson Correlation 1 .065

Sig. (2-tailed) .521

N 100 100

How far do you think that

Instagram has changed the

buying perception of the

women?

Pearson Correlation .065 1

Sig. (2-tailed) .521

N 100 100

4.5 Regression Analysis

Model Summary

Model R R Square Adjusted R

Square

Std. Error of

the Estimate

1 .193a .87 -.025 .981

From the above mentioned table the value of the regression has been showcased. The value

of R square in this case is .87 which indicates that each and every taken data is highly

interrelated with each other. Through this value overall reliability and validity of the

information can be determined.

4.6 ANOVA Analysis

ANOVAa

Model Sum of

Squares

df Mean Square F Sig.

1 Regression 3.483 6 .581 .603 .727b

Residual 89.557 93 .963

Total 93.040 99

The above mentioned table showcases the ANOVA testing which is also a vital part of the

research process. In this particular case the value of degrees of freedom is (6, 93) which

indicates that each and every data is real and authenticated.

Chapter 5: Findings and Analysis

5.1 Findings regarding Age Variable

Age could be an important factor which influences the purchasing decision and the buying

behavior of the consumers with the help of the social media sites like Instagram as Instagram

influences the shopping habits of the females residing in Saudi Arabia (Yalli and Cooper,

2008). The females of Saudi Arabia are not been given the opportunity to communicate with

the outside world as females are not allowed to get outside often by the men as they think that

if the men are allowed to go outside mix with different communities then they would get to

know about the outside world and they would become educated and would start to take

decisions of their own without respecting the decisions of their husbands and the men. So

with the Instagram as the social media platform including the other platforms as well they are

more relying on the shopping through online and this also helps them to take strong decisions

about the products and the services they are getting with the help of Instagram. They get to

know about the basic understanding of the products and the services and their features in

different social media platforms like Facebook, Twitter, Instagram as a result they incur the

knowledge how to deal with the different products introduced by the different retail

industries. The differentiation in the age is dependent on the shopping habits of the females in

Saudi Arabia as age can influence the buying behavior of the consumers in different parts of

world and in this period of globalization the youth have the dressing sense and the idea about

the fashion statement mostly by the females of Saudi Arabia so the youth is mainly attracted

by the fashionable and the trendy clothes introduced by different companies in Saudi Arabia

which suggests that the females of Saudi Arabia are shopaholic which also tells that Saudi

women have the intent of buying the items through online.

5.2 Findings Regarding Income variable

The income variable which has been taken for performing the research could also be an

important factor for influencing the buying behavior of the Saudi women which actually

shows that Saudi women love to shop through online and most of the females of Saudi Arabia

have the sound financial status so they are more keen to shop with the help of the online

shopping facilities introduced by the different companies of Saudi Arabia. It has been

suggested that the families having the high income level get more opportunity in shopping of

the different products and cater the different services which have been brought online so with

high income level they get the chances of shopping as a result the Instagram has a positive

effect on the shopping habits of the Saudi women. So from the table it has been found that

with a high income range encourages and motivates the females of Saudi Arabia to get the

products as well the services with the help of the Instagram and this shows that Instagram

could be an effective tool for communicating with the females of Saudi Arabia and has a

positive link with the buying and purchasing decisions of the female consumers of Saudi

Arabia.

Quality is always an issue for the products which have been seen online as in online shopping

the consumers could not have a look about the products so the understanding and perception

about the products could not be judged so quality always an important factor for the buying

decisions of the customers. From the table it has been found that Instagram gives innovative

ideas about the features of the products and females of Saudi Arabia could develop

innovation and creative ideas in shopping of the different products and the services so

Instagram educates the females of Saudi Arabia and this could also be reflected as an

educational tool for enhancing the knowledge of the females in shopping of the products

online. The launching of the Instagram creates a new window for shopping as Instagram

creates a platform for the females of the 21st century to get to more deep about the products so

they also have more knowledge about the products than the older females and develops a new

style of shopping for the females of Saudi Arabia.

5.3 Analysis of the Findings through variables

The overall paper is showcasing the influence of Instagram on the buying behavior of the

female. The overall paper has been done on the context and background of Saudi Arabia.

After observing the findings of age and income level it can be said that most of the female of

Saudi Arabia believe that Instagram has changed their purchasing style. According to their

feedbacks it is cleared that they are happy to access Instagram for their buying purpose.

5.4 Secondary Data Analysis:

In order to gather the overviews of the respondents several questions are framed regarding

this topic in the online sites. The respondents depicts that it is by the up gradations of the

technologies the buying behaviors of the people has been changed and they can be made an

easy access to the brand. It is by gathering the photos of the products and being the followers

of the company through Instagram that the products can be witness with utmost pleasure. It is

by analyzing the effectiveness of the products comparing with their specific needs that the

purchases take place. The respondent’s shares that they can avail the proper information’s of

the products from their homes and can enjoy the luxury of home delivery. A brief analysis

reveals that the brands that exist in the Instagram have large consumer’s bases and maximum

of them are the females of Saudi Arabia.

Brands in Instagram Followers Pictures Downloaded

Acapulco Gold 5,725 170

The Deep 30,848 721

Black Scale 52,171 561

Undefeated 43,965 319

The Hundreds 54,962 302

Primitive 47,264 253

It is analyzed by the use of this secondary data that lots and lots of consumers practice the use

of marketing through these applications. It can also be said that the information’s and the

pictures along with the specifications of the products that are shared by Instagram enhance

the buying behaviors of the consumers. In this aspect it can be said that the number of the

consumers increases as they get the proper trendy products from the companies with accurate

consumer’s service and quality. It is also analyzed by the overviews of the respondents that

the offers that are provided by the companies for limited period of time are accurate to their

needs. The survey also depicts that the social media provide the opportunity of window

shopping to the consumers that also saves their time. The buying behaviors of the females are

largely influenced by the quality of the products and the service delivery process.

5.6 Analyzing several factors of the Research along with the claims of the Researcher:

It is by executing the research in the effective manner the perspectives of the researchers

along with the respondents are analyzed in details. Witnessing the entire overviews of the

people it can be said that due to the cultural restrictions of the country the women are bound

to take the help of the social media marketing sites in purchasing their products. The

responses that are gathered by the execution of the survey completely coincide with the logic

of the researcher Evans (2008) in the aspect of social media marketing sites. It is by the

ameliorations of the social media sites the females of the country are free to practice the use

of window shopping’s. It is by the use of this practice several products of various companies

can be witnessed in limited period of time and proper information’s and specifications can be

identified that are associated with it. The innovative products along with the ingredients that

are used in it can be properly analyzed by the purchasers from their homes that have a deep

influence in their buying behaviours. In this aspect analyzing the overviews of the

respondents by the help of the research it can be said that the perspectives of the researchers

Blythe (2008) and Brogan (2010) are also truce as this accurate use of the social media site

increawse4 the rate of consumers for the companies and increase the potentials of the

company in terms of growth. As varieties of products can be surveyed thoroughly the chance

of buying the product increases. The referral rates of the companies also enhances through

the existing consumers. Contradictions are also witnessed regarding the overviews of the

researchers and the responses shared by the respondents as according to the researcher Kotler

(2012), the quality of the products is an important factor that alters and influence the buying

behaviour of the consumers. By the practice of the social media marketing the buyers will be

unable to check the quality of the products for which loss can be earned. It is due to these

unfavourable circumstances the buyers can get frustrated and social media marketing can be

shattered. The reactions of the respondents were different in this aspect. The overviews of the

respondents delivered that it is by the use of the social media sites that they can get

innovative and trendy products with proper quality. It is also analyzed that several facilities

are also enjoyed by them while making social media marketing. In case the qualities of the

products are not up to the mark they can use of the option of changing the products for which

cash back facilities are also provided by the online companies. According to them it saves

their time regarding travelling one place to other in search of the quality products. The

research reveals that apart from the facilities that are provided by the companies one

important factor also exists that drives the behaviour of the consumers. The trend of

providing discounts over the products by the companies over their collection for limited

period of time deeply influences the mind of the purchasers. This theory of marketing facility

completely coincide with the logic of the researcher Richter (2012) that depicts in order to

increase the number of consumers and influence their buying behaviours proper marketing

strategies need to be implemented. The consumers use to buy lots of products during this

limited time offers that provide satisfaction to them regarding the prices and the company can

earn their desired incomes. The main objective of the report from the initial stage was poised

on understanding the effective of this social media site over the consumers buying behaviour.

Analyzing all the factors it can be said that it provides an immense opportunity to the females

of Saudi Arabia to purchase their products analyzing all the specifications and information’s

of the products. The facilities and the qualities that are provided by the companies through

the online sites satisfy the needs of the consumers and deeply manipulate the buying

behaviours of the consumers.

Chapter 6

Conclusion

6.1 IntroductionIn this introductory part of the conclusion of the particular study the study have to be linked

back to the theories of the past literature as well as the main objectives of the research. The

research has been carried out on the impact of the social media platforms like instagram to

influence the consumer behaviour of marketing by the Saudi females. In this section the from

the analysis of the data the various outcomes of the research could be found out with the help

of the statistical data which will be measured in order to fulfil the aims and objectives of the

research. In this section the analysis of the different statistical tools have been done which

includes the regression, ANOVA analysis have been done and the histogram charts have been

depicted from where the conclusion will be sorted out. The intro section also concludes on

the buying behaviour of the females with the introduction of the instagram as the most

effective tool in social media marketing which makes the Saudi females to make the changes

in the perceptions of the customers towards the buying behaviour. From the introduction part

it is also evident that the data collection method and the research strategy is to be depicted

which is important for the research to be carried out (Baki, 2014).

6.2 Analysis

Instagram is a useful application to share pictures, videos through social networking service

to the entire globe (Wankel & Wankel, 2011). The social networking services have the ability

to enable its main users by capturing pictures and videos and share those documents through

social media networking media. Based on this research it has been conclude that Saudi

Arabia is enjoying best intention in terms of financial dynamics that is supported by its Oil

industry. Another development segment of Saudi Arabia is Social networking sites like Face

book, Twitter, Instagram that influence the entire economic condition in worldwide basis.

Social media is a group of internet based application to build the actual technological features

of web. It also allows several applications and features to access the interaction as well as

communication between the people. From the statistical report it has been analysed that

among the total population in Saudi Arabia, 19 % people are using Twitter, 71 % are using

Face Book, 17 % use Instagram and 22 % use LinkedIn. It is also analysed that 40 % female

users have already registered their account in Instagram. Through Instagram they can share

their pictures and videos in worldwide basis. Based on this research it is concluded that

Instagram is become a crucial part of social media networking especially in Saudi Arabia.

This application will enhance the marketing segmentation of Saudi Arabia by delivering an

excellence business performance. The major findings of this research study is analysed the

main impact of Instagram towards the female users of Saudi Arabia by introducing new

opportunities and facilities. It has been observed that Saudi Arabia retain number 2 position

in terms of pictures and video sharing in all over the world. It has been analysed that 40 % of

the popularity in UAE used Instagram as compared to 50 % of Usability rate can be observed

in Saudi Arabia. The women in Saudi Arabia are responsible to expand the E-marketing

popularity in worldwide basis as they always searching free product samples in different

based in the retailer store (Wankel & Wankel, 2011). It has been analysed that in Saudi

Arabia 40 % women of the total population use face book as compared to 30 % use Instagram

and other social site applications. Instagram allows large number of audience at a single point

to communicate, share their ideas as well as receives multiple feedbacks or opinions from

other users. It is very easy to install the Instagram as well as very easy to handle for the

women users in Saudi Arabia. The entire research paper is focusing on the social networking

system and its services by maintaining a proper communication an interaction among their

users. The gaps of social sites are filled up by Female user and their behaviour in Saudi

Arabia. In Saudi Arabia more than 90 million people use internet system on daily basis. Most

of the female users in Saudi Arabia use YouTube to share videos in all over the world. But

YouTube has some uploading problems as well as its security is simple rather than Instagram

or Face book. Instagram is a fast application that has reliability for sharing videos in

worldwide basis. Social media plays an important role in Saudi Arabia that not only

represents their financial condition to the entire globe but also share their economic

knowledge to the entire globe. Based on the research paper women in Saudi Arabia are using

Instagram to share their pictures in worldwide (Crowe, 2012).

Nowadays, Instagram is a useful application in Social media that has the ability to

communicate with different types of people, related from different nations. Over 1 million

users had already registered in Instagram where 40 % users are from UAE. This application

expands the popularity of social networking sites by delivering solid services towards its all

users in the entire globe. With the help of these social media’s application people have

changed their behaviour also shares their experience in worldwide. In the research paper it

has been observed that Instagram can be used as marketing portal as well as a social media

brands in Saudi Arabia for its huge usages. As expected this services quality expand the

market segmentation as well as financial condition of Saudi Arabia to the entire globe

(Barbier, 2013). It can be observed in the research paper that different factors of Instagram

are analysed that influence the female users in the entire Saudi Arabia. For these particular

reasons most of the retailer organization in Saudi Arabia are looking for Social media sites

like face book, Twitter, Instagram etc by advertising their products along with exciting offers

to the customers in worldwide basis. Female users preferred Instagram rather than twitter and

Face book for its reliability and security purpose. Thus Instagram is now one of the most

crucial social media platforms in Saudi Arabia for sharing pictures and videos in worldwide

basis.

6.3 Limitations

The limitations for the whole study is that the research is mainly focused on the application of

instagram on the marketing of the Saudi women in changing the online shopping habits

which is useful for the women of Saudi Arabia to gain knowledge on the online shopping

which influences the change in their behaviour and perception towards the buying of the

products online (Jha, 2008).The study did not cover the other social media platforms which

also have a strong impact on the marketing behaviour of the women and this has been ignored

in this research. The other limitations could be the strong influence of the culture of the Saudi

women which is making them gain knowledge on the online shopping habits and the

perception towards the online buying of the products. It also outlines the limited strategies

which are to be implemented in this particular research to be carried out.

6.4 Recommendations for Future work

Like various other social media platforms the “Instagram” is one of the fastest growing and

dynamic social media platform that people from all around the globe can utilize for sharing

their thoughts and views (Evans, 2008).  As far as the recommendations are concerned,

familiarizing Instagram to the underprivileged female consumers of Saudi Arabia would be

the most fruitful initiative that might change the world as the witnesses. Instagram is another

form of online media platform that allows the user to familiarize themselves with the vast

range of options they can avail from. Familiarizing with the “Instagram” would help them to

gather information that might influence their buying behaviour making them more inclined

towards offerings that they never knew or they might get benefitted. Instagram is one of the

most creative and dynamic social media platforms that allow the user to interact with people

(their idols), which again is an effective way to gather information regarding products or

objects one never was aware of. However, Instagram is a electronic social media platform

that demands the user to be aware of the information technology tools and devices. Hence,

the female consumers especially the underprivileged ones must be made educated with every

“Information Technology” instruments and devices they can utilize in order to make a good

use of the social media platform “Instagram”.

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Appendix

Questionnaire

Age

20-25

25-30

30-35

35-40

Above 40

Income Group

No Income

$1500-$2000

$2000-$2500

$2500-$3000

$3000 above

Do you think Instagram helps you to view more innovative and trendy products?

Strongly Disagree

Disagree

Neutral

Agree

Strongly Agree

How far do you think that launching of Instagram creates a new window of shopping?

Strongly Disagree

Disagree

Neutral

Agree

Strongly Agree

Are you satisfied with the quality of the products which are shown in the Instagram?

Strongly Disagree

Disagree

Neutral

Agree

Strongly Agree

Do you think viewing products through Instagram saves your time?

Strongly Disagree

Disagree

Neutral

Agree

Strongly Agree

Do you think this Instagram provides you more facilities than any other services?

Strongly Disagree

Disagree

Neutral

Agree

Strongly Agree

How far do you think that Instagram has changed the buying perception of the women?

Strongly Disagree

Disagree

Neutral

Agree

Strongly Agree