Factors Influencing Social Media Marketing In Different Culture Context.

Abstract

Social media has gained precedence in today‟s business environment, and consumers themselves are more receptive to this marketing media. This study aims to identify the factors affecting users‟ attitudes towards social media marketing. From the literature review, a conceptual model was proposed, and five hypotheses were developed. The model studies the effect of several independent variables on attitude towards social media marketing. A questionnaire was completed by students from Norway and Saudi Arabia. Descriptive statistics, t -test, factor analysis, and regression analysis were used for data analysis. We found that three factors affect users‟ attitudes towards social media marketing in Saudi Arabia, and one factor has an impact on users‟ attitude towards social media marketing in Norway. Keywords: users‟ attitudes, social media, social media marketing