What is it about?

compared to traditional buying formats. This study investigates the possible impact of social networking sites on the purchasing decision process concerning luxury vehicles in one of the most important markets for such products, the countries of the Gulf Cooperation Council (GCC). The study also investigates the possible impact of relative demographics on the direct relationship between social networking sites (independent variable) and the purchase decision process (dependent variable) of luxury vehicles.

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Why is it important?

1,500 personally submitted questionnaires distributed over a non-probability quota sample to the main showrooms and dealerships in the GCC, 1,257 were retrieved (a response rate of 83.8%); after the filtration and screening process, 1,224 valid questionnaire forms were statistically analyzed. The results indicate that social networking sites have a significant positive direct impact on the purchasing decision process of luxury vehicles in the examined population, with the highest impact being for the first two stages of the process (need recognition and information search). As for the moderation effect of relative demographics, only income and time daily time spent on social media had positive significant moderating effects on the direct relationship between social networking sites and purchasing decision process, while education had a negative significant effect. The results also indicated particular roles of certain social networking sites, like YouTube, and the fact that females prefer Snapchat over other digital platforms.

Perspectives

Social networking sites are becoming an essential part of consumer daily activities, with profound changes in purchasing behavior compared to traditional buying formats. This study investigates the possible impact of social networking sites on consumer behavior regarding durable goods; luxury vehicles, in one of the most important markets for such products, the countries of the Gulf Cooperation Council (GCC). The empirical research collected data from 1227 consumers distributed over six countries, the process took over three months to complete. The results reveal that social networking site affects the pre-purchase stages of the purchase decision process of luxury vehicles! To the best of our knowledge, this study is among the very few comprehensive studies in the field, and in this size, in the important markets of GCC. I hope you will find this paper interesting and looking forward to hearing your feedback.

Dr. Ghaith Mustafa Al-Abdallah
University of Kurdistan Hewler

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This page is a summary of: The Impact of Social Networking Sites on Luxury Vehicles Purchase Decision Process in Gulf Cooperation Council Countries, Journal of International Consumer Marketing, January 2021, Taylor & Francis, DOI: 10.1080/08961530.2020.1867023.
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