دور شبكات التواصل الاجتماعي في التأثير على السلوك الشرائي للمستهلك السياحي و اتخاذ القرار الشرائي بالمملكة العربية السعودية

Abstract EN

The study aimed to know the effect of social networks on the purchasing behavior of the tourist consumer.

The research problem was what is the impact of social media on the purchasing behavior of the tourist consumer.

The study assumed that the tourist consumer has an awareness of the dimensions of social networks.

It also assumed that the products advertised on social media influence purchasing decision-making.

The study adopted the descriptive analytical approach using SPSS program in the process of analysis and hypothesis testing.

The study concluded that the level of statistical significance for all phrases is equal to (0.000), which confirms that the factors mentioned in the statements corresponding to the study questions are all statistically significant.