العوامل المؤثرة في اتجاهات المستهلكين نحو إعلانات الشبكات الاجتماعية و علاقتها باستجابتهم السلوكية

Abstract EN

The study seeks to monitor the factors influencing the attitude towards social media advertisements and to determine the relationship between the attitude and the behavioral response by surveying 224 Saudi consumers to whom the survey was sent online.

The study finds five factors affecting consumer attitudes towards social media advertisements.

These factors are perceived interaction, avoiding advertising, credibility, privacy and reputation of the advertiser.

The study also finds that the majority of consumers have neutral or positive attitudes towards social media ads and there is a relationship between the attitude towards advertising and response.

The study emphasizes the importance of the proposed model and a better understanding of the factors involved will help marketers design effective strategies and marketing campaigns.