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Presentation1RM2.pptx
Celebrities’ Snapchat Advertisement and College Women Students Clothing Buying Behavior in Saudi Arabia
ECON-590 Research Methodology
A Research Proposal
Supervisor: Dr. Paulos C. Tsegaw
By: Nahil Fattah
Contents
First, The reason for choosing the topic - the gab in the literature.
Second, The research objectives and questions.
Third, Summary of the literature review.
Fourth, The methodology.
Fifth, Conclusion.
Introduction
Snapchat has been a social media platform that has been overlooked by many advertisers for many months now. Many people have a belief that it is a platform that is only used by women and a small number of teenagers. However, this platform has gained roots and has many users today. Snapchat has been discovered to be the best platform where brands can easily understand the behaviors of their customers because user engagement is more comfortable on this platform
Customers and fans tend to have a unique look at athletes and companies when videos are displayed to them on Snapchat. Companies are using celebrities on Snapchat to add value to their social presence, and that has worked for most of them. Conversations on Snapchat and celebrities events such as MTV awards clips tend to also improve the brand image and brand awareness of different companies.
The Gap in the Literature:
In Saudi Arabia research on Snapchat and its influence on buying behavior is very few. There are two main gaps in the literatures:.
A) gap in understanding the main reason why women tend to be targeted by social media platforms such as Snapchat.
B) gap in understanding how Snapchat influences buying behavior of customers.
This study will assess women college students who are Snapchat users and explore the companies that use different celebrities to advertise their products. Then, it will investigate how celebrities advertisements on Snapchat influence the college students buying behavior in Saudi Arabia.
The research objectives and questions:
The aim of this study is to investigate the relationship between celebrities snapchat and college women students clothing buying behavior.
Research Questions:
There are three basic questions of this study:
1. What makes college women students use snapchat advertisement in their buying decisions?
2. In what ways do snapchat advertisement influence college women students brand awareness and purchase engagement
3. To what extent does snapchat advertisement increase sales revenue for companies engaged in selling women clothing?
The methodology
To investigate how celebrities advertisement through snapchat influence college women’s students clothing buying behavior, the quantitative methods will be used as appropriate method for this study.
Data will be collected from Snapchat users on how Snapchat influences buying behavior and brand awareness it will gather primary data from Snapchat users. Specific information on why people tend to buy products and services introduced or advertised by celebrities on Snapchat will be gathered.
The survey instrument with closed ended questionnaires will be used.
The population for this study will be college women students aged between 18-36.
Non-probability (Convenience sample) , in which 200 respondents will be selected. This method is chosen because it allows to select respondents based on their convenience and availability (John W. Creswell and J. David Creswell p.150).
To analyze the data descriptive statistics will be used. Some descriptive statistics that are commonly reported include frequencies, means and standard deviations ( John W. Creswell , J. David Creswell p.173)
REFERENCES
Kyule (2017, P. 34-45) she noted that there is a close bond between social media platforms and the behavior of consumers.
Engelke (2017, P. 55-62) said that social media can be a platform where businesses can increase brand awareness and understand the intention of customers.
Sashi (2012, P. 252-272) also explains that social media can be a channel where firms can converse and communicate with customers and potential customers.
Rosen (2012) The phenomenal growth in the use of social media by companies suggests that employees should be familiar with using social networking sites and be able to promote their company events.
Brahim Qabur ( 2018, P.83). Social media has emerged as a convenient medium, people spending long time on social networks looking for commercial branding, advertising and celebrity endorsements.
Escalas & Bettman (2009) showed that most of these consumers aspire to be like the celebrities, the self-brand by the celebrities make them feel connections with them.
Qabur (2018, P. 94) has an explanation about how several factors affect the efficacy of celebrity endorsement in Saudi Arabia. The author notes that advertising is a key element in Saudi, which is a nation that has numerous celebrities. Also, he said most of the people who could be influenced by the celebrities are students, singles, and those whose income fell in working class .
