Measuring the Saudis Intention towards Advertising and Marketing Activities in Social Networking: Structural Equation Modeling Approach
Saleh Al-Rasheed, Wael Hassan El-garaihy

Abstract
Social Networking Sites (SNS) tempted millions of users from all over the world. The SNS has made the communication methods more conventional to ones that are more sophisticated. Therefore, the use of Social Networking sites has achieved development dramatically as the users have gained friendships, new familiarities, and businesses through these new methods of communication. Utilizing the connection between attitude and behavioral intentions is the basis of this theory. This study tests some patterns that have an effect on consumer attitudes toward social networking Advertisements, consumer attitudes toward social networks, and their intention to use social networks as a marketing method. Data have been collected by distributing 500 questionnaires. Structural Equation Modeling has been used to analyze 408 valid mailing questionnaires (81.6 response rate). This study demonstrated that the Saudis attitudes toward social networking Ads and Saudis attitudes toward social networks have an important part on purposes to use social networks as a marketing tool for them. If companies seek to make a successful use of SNS as a marketing tool, they must fully comprehend the attitudes of their customers towards social networks Ads and towards social networks itself.

Full Text: PDF