The Impact of Social Media Marketing on Consumer Buying Behavior: A Study on Nana App Users

Abstract

Objectives: 
This study aimed to examine the relationship between social media marketing and consumer purchasing behavior among users of the Nana application in the Kingdom of Saudi Arabia. It also sought to explore the extent to which this type of marketing influences purchase decisions and shapes consumer behavior. 

Methodology: 
The study adopted a descriptive-analytical approach appropriate to the nature of the research. The study population consisted of a broad segment of Nana application users in Saudi Arabia. A convenience random sampling method was employed, resulting in a sample of 300 application users from several governorates. Data were collected using a questionnaire that was distributed electronically to ensure access to the largest possible number of respondents. 

Results: 
The findings revealed a statistically significant impact of social media marketing on the purchasing behavior of Nana application users. However, the results also indicated that advertising content on social media platforms was not sufficient to exert a strong influence on purchase decisions. Consumers placed greater emphasis on highlighting the practical benefits of the product, the clarity of information, and explanations of product usage, while paying comparatively less attention to the visual or promotional aspects of advertisements. 

Conclusion: 
The study concluded that adhering to ethical standards in promotional advertising is essential for enhancing brand loyalty. It also emphasized the importance of rationalizing the use of influencers and focusing on credibility and actual product experience to strengthen consumer trust and support purchasing decisions.