Motives for Saudi women consumers' Participation in Electronic Word of Mouth

AlHilal, Norah

doi:10.21608/jsb.2023.199298.1573

Motives for Saudi women consumers' Participation in Electronic Word of Mouth

Document Type : Original Article

Author

Norah AlHilal

, Imam Mohammad Ibn Saud Islamic University (IMSIU)

10.21608/jsb.2023.199298.1573

Abstract

This study aims to investigate the motivations that drive Saudi women to engage in (EWOM) for beauty services and products, examine the differences between Saudi women for that, and determine whether there is a link between these motivations and the number of purchases, this study belongs to descriptive studies and data sample of 825 Saudi women. Women in the central region were found the most women engage in (EWOM), aged 19-30 years. The findings indicate a significant relationship between the number of purchases and the number of engagements in (EWOM), and there is positive relationship between each motive and another, also motives (Company help, Economic rewards, Exercise force, Asking for advice after purchase, Troubleshooting support and Social benefits) were associated with positive relationships with number of purchases of beauty products or services. The findings also reveal there is no statistically significant relationship between women's motivations and their engagement in (EWOM) toward beauty products and services, and we found differences in motives that appeared in favor of women in the northern region, aged between 15 and 18 whose income ranged from 6000–10,000 SR. The motive of (Company help) is the most common motive for Saudi women to engage in (EWOM). The study recommended brands integrate electronic word-of-mouth (EWOM) into marketing communication strategy for the important clients.

Keywords

Main Subjects

Marketing

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