Abstract

Social media advertising (SMA) significantly influences consumer purchase behaviour in Saudi Arabia, particularly in the fashion industry. However, Saudi consumers’ attitudes towards fashion advertisements on social media are shaped by sociocultural factors, given the country’s deep-rooted cultural and Islamic principles. With Saudi Vision 2030 driving societal changes and transforming the fashion industry, younger generations (under 45 years) are developing different attitudes compared to older generations (over 45 years). Although notable changes have occurred, existing literature lacks sufficient exploration of how sociocultural factors influence Saudi consumers’ attitudes towards social media advertising and their intentions to purchase clothing. Gaining insight into these influences is essential, particularly in light of the evolving market landscape and shifting consumer behaviours.To support the exploration of consumer attitudes and purchase intentions, this study draws on the Theory of Planned Behaviour (TPB). The TPB is widely recognised for its strength in explaining human behaviour regarding attitudes, social influence, and perceived control, making it highly suitable for studies focused on culture and society. In this research, the TPB is extended by integrating key sociocultural variables, enabling a deeper understanding of how cultural norms, religious values, and social expectations influence Saudi consumers’ attitudes towards clothing advertising on social media.Accordingly, this study seeks to investigate the influence of sociocultural factors on Saudi consumers’ attitudes towards clothing advertisements on social media and their purchase intentions, using the Theory of Planned Behaviour (TPB) as its guiding framework. This study identifies key sociocultural factors, explores their significance, examines themes related to gender and generational differences, and develops a framework specifically aligned with the Saudi context. Using a qualitative research approach, data were collected7through 30 semi-structured interviews and two focus groups (each with eight participants). The study employed content analysis, thematic analysis, and comparative analysis to analyse the data. All research objectives were met, and gaps in the literature were addressed.This study offers multiple contributions to both academic literature and industry practice. It represents the first qualitative investigation into the influence of sociocultural factors on Saudi consumers’ attitudes towards social media advertising in the clothing sector, thereby addressing a gap overlooked by earlier, more generalised research. By comparing gender and generational differences, the study enhances the understanding of how different demographic groups in Saudi Arabia engage with SMA. Additionally, it advances the TPB by integrating sociocultural factors relevant to Saudi consumers, making the model more applicable to the Saudi market.From a global perspective, this research contrasts Saudi consumer behaviour with Western trends, offering valuable insights into the distinctiveness of the Saudi market. On a managerial level, the study provides practical recommendations for businesses and advertisers aiming to market clothing brands effectively in Saudi Arabia. It suggests new strategies for clothing brands to enhance consumer engagement and purchasing intent on social media while ensuring their marketing aligns with Saudi cultural values. Furthermore, this study is the first to examine the integration of Saudi Vision 2030 into fashion marketing strategies, providing guidance for international brands looking to enter and invest in the Saudi market. Hence, it is expected to offer enriched, culturally appropriate, and vision-aligned marketing approaches and will serve as a valuable resource for navigating Saudi Arabia’s evolving consumer landscape.

Awarding Institution(s)

University of Plymouth

Supervisor

Dulekha Kasturiratne, Jonathan Lean, Shaofeng Liu

Keywords

Marketing, Advertising, Consumer Behaviour, Social Media, Culture, Social, Buying Process

Document Type

Thesis

Publication Date

2025

Embargo Period

2025-11-25

Deposit Date

November 2025

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