Date of Award
9-6-2018
Document Type
Thesis
Degree Name
Journalism, MSMC
First Advisor
Mary Jackson-Pitts
Committee Members
Holly Hall; Lillie Fears
Call Number
LD 251 .A566t 2018 A47
Abstract
This online survey sought to identify how Saudi Arabians use Snapchat as an e-commerce and communication tool. The Uses and Gratifications, and Diffusion of Innovation Theories were used to reach the study’s goals. The “Snowball” sampling method was used to target 486 participants. Saudi Snapchat users use it as a communication tool, as opposed to other social media that are used for online shopping and e-commerce. The majority of participants aged between 18 and 30 years (66.9%) use Snapchat. With advancing age, its use declines. A few Saudi people see Snapchat as an effective e-commerce platform. 20.9% use it for business purposes; 38.8% never purchased anything through Snapchat and were not planning to. Factors of social media presence and use are gender, family, friends, and ease of use. Limitations are an unequal sample (87.9% of participants were female). The findings can be used to promote Snapchat as an e-commerce platform.
Rights Management
This work is licensed under a Creative Commons Attribution 4.0 International License.
Recommended Citation
Alqahtani, Hessah, "The Role of Snapchat in the Dynamics of E-Commerce and Communication in Saudi Arabia" (2018). Student Theses and Dissertations. 489.
https://arch.astate.edu/all-etd/489
