Customer\'s attitude toward Social Media Marketing May 21 2012 14:03:59

This study is replicating study for another research. You can find it in the following link: [url removed, login to view]

The professor raised a lot of objections about the language of the report. He advised me to give the report to someone native to edit it. Also, he told me I can use the same language of the old study but make paraphrasing. I do not have a time.

the Literature Review is copy/paste from the reference

About the study:

This is an empirical study that aims to measure the customers' attitude toward social media marketing in Saudi Arabia. Also, this study aims to specify the factors that may affect the customers' attitude. In addition of that, it will try to show if the demographics differences have effect on the attitude of the customers. A survey was designed based on previous studies and literature which was using to conduct the exploratory research study that provided the background and the layout of the entire research. The survey had three sections. The first section had questions about using of Internet. The second section had 27 (6-point Likert type scale) questions. These questions factored by using factor analysis to five constructs. The third section was about demographics statistics. The questionnaire has been distributed on a random basis and targeted Internet users in Saudi Arabia. About 198 (73 females and 125 males) respondents answered the questions. SPSS package version 18.0 was used in the analysis of the responses. Frequencies, factor analysis, independent sample T-test, ANOVA, and regression analysis were used for data analysis. The study has shown that the customers in Saudi Arabia have positive attitudes toward marketing with social media. This shows the readiness of the customers to receive the marketing activities through the social media sites. Also, the marketers should notice that females in Saudi Arabia have more positive attitude toward social media marketing than males. Also, there is a difference in the attitudes of consumers toward marketing with social media in terms of their income. From the results, I can say YouTube, Facebook, and Twitter are the most popular social media sites in Saudi Arabia. In addition of that, the study found that YouTube heavy users have positive attitudes toward marketing with social media. But, the study did not approve same thing for Facebook and Twitter heavy users. This study found three additional factors that affect the customers' attitude toward marketing with social media. Two of these factors have a positive effect on the attitude which are being affected by Internet and social media knowledge & experience. However, the third one, which is Uncomfortable Feeling toward the Social media, has a negative effect on the attitude.

Skills: Editing, Report Writing, Research, Research Writing, Reviews

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