دور شبكات التواصل الاجتماعي في السلوك الاستهلاكي لدى الأسرة في مدينة الرياض

Abstract EN

The problem of the study is about the role of social networks in consumer behavior of family in the city of Riyadh.

The study aimed to identify the family trends in the city of Riyadh, towards the role of social media in consumer behavior, and to identify the positive and negative effects of the role of social media in consumer behavior.

Moreover, to know the extent of the existence of statistically significant differences in the responses of the sample members towards the degree of study themes attributed to personal variables.

A survey descriptive approach used.

The study carried out by a sample of Saudi families in Riyadh city (384).

Data collected by means of a questionnaire that subjected to the standards of reliability and stability.

The study reached several results, most important are: Social networks have a positive role in consumer behavior from the point of view of the study sample.

As, they enable the sample to find out what is new in the field of goods that they wish to purchase.

In addition, the increase in the prevalence of social networks has affected the increase in the purchase of goods.

Social networks have positive effects on consumer behavior.

The most important positive effects are that they help identify the brands that are available for the product, and social networks contribute to learning what is new about goods.

On the other hand, the purchase through social networks saves time.

In light of these results, it can said that social networks have positive effects in the field of consumer behavior from the point of view of the study sample.

Social networks have negative effects on consumer behavior.

The most important of these effects, from the point of view of the sample, is that social networks contribute to the purchase of recreational goods.

Consumer can take a long time on social networks to search for the advantages and disadvantages of the commodity.

They also contribute to addiction to purchase.