تأثير وسائل التواصل الاجتماعي على ثقافة الاستهلاك في المجتمع

الملخص EN

The aim of the research is to know the role of advertising, through social media, in increasing the rates of consumption culture, and to know the reasons for preferring shopping, through social media.

The research was based on the descriptive approach, and the research community was made up of students of Umm Al-Qura University, and the research was applied to a sample Random, 50 students from Umm Al-Qura University, aged between 18 : 21, for the academic year 1442 AH, the questionnaire was used as a tool to collect information, and a number of statistical methods were used, including: frequency, percentages, and ranks Among the most prominent results of the research is that there is a variation in the approval of the respondents with the questionnaire statements regarding the dimension of the role of advertising on social media, in increasing the rates of consumption culture, as the averages ranged from what Between (3.37 : 3.04 out of 4), which are averages that fall between the following categories (very large and large) of the quadruple scale categories, and refer to the response (strongly agree, agree) respectively.

And that there is a variation in the approval of the sample members on the questionnaire statements regarding the dimension of the reasons for preferring shopping through social media, as the averages ranged between (3.3 : 3.2 out of 4) , which are averages that fall between the following categories (very large and large) of the four-scale scale categories, And denotes the response (strongly agree, agree) respectively.