Beliefs and Attitudes towards Social Networks Advertising: a Cross Cultural Study of Saudi and Sudanese Females
Beliefs and Attitudes towards Social Networks Advertising: a Cross Cultural Study of Saudi and Sudanese Females
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Date
2015
Authors
Mansour, Ilham Hassan F.
Journal Title
Journal ISSN
Volume Title
Publisher
University of Khartoum
Abstract
The study aims to investigate the possible differences in beliefs and attitudes towards social networks
advertising that may exist between females in Saudi Arabia and Sudan and to specify the factors that
influence their attitude towards social networks advertising. Datasets of two samples from Saudi Arabia
(169) and Sudan (195) were collected using a survey of female students from both countries. A t – test
methodology was then applied on the processed data together with correlation and regression analysis in
order to answer the posited research questions.
The results revealed no significant differences in attitude towards social media advertising between the
two samples, although significant differences in beliefs about social networks advertising were
documented. In addition, the results indicate that five of the individual different factors are statistically
significant: these are prior Web experience, entertainment, credibility, and social norms for Saudi sample
and informativeness, entertainment, credibility and irritation for Sudanese sample.
This study provides insights for international marketers in terms of attitudes and beliefs towards
social networks advertising. The results may offer some valuable information that may aspire to
improve marketing- related activities aimed at social media users.
Description
Keywords
Social networks; Advertising; Attitude; Cross culture; Saudi Arabia; Sudan