Project Title

The Role and Effect of Instagram Advertising on Young Women in Saudi Arabia

Project Abstract

Instagram is one of the popular social media sites available today, accessible through Internet enabled smartphones, tablets, laptops, or computers. People in Saudi Arabia are realizing that the app is not only a recreational tool for sharing pictures and communicating with friends. It is also a powerful marketing and digital advertising instrument. Historically, Saudi Arabia has been a highly conservative state, with stringent religious and government laws inhibiting the growth of women in the region. However, Instagram advertising seems to be gaining much popularity, including in the female minority population. The purpose of the study was to explore the impact of Instagram advertising on young women in the region. It focused on the ways Instagram advertising influences the young female population in the country, including business, purchasing, and employment. The study used a quantitative approach, performing a survey research. Data was collected through questionnaires. Study findings revealed positive attitude by young Saudi women towards the use of Instagram in advertising and marketing. Secondly, the use of Instagram influenced women’s shopping behavior and brand awareness. Lastly, growth and awareness of Instagram in the region has facilitated the growth of entrepreneurship culture in country, especially among young women. This led to the conclusion that Instagram had a profound effect on the young women of Saudi Arabia. It has a positive impact on women empowerment, and contributes in the involvement of the population in economic change and development.

Conference

the 2020 AEJMC Southeast conference at the University of Memphis.

The conference date is March 19-21, 2020.

https://www.memphis.edu/jrsm/southeast2020.php

Funding Type

Travel Grant

Academic College

Arthur J. Bauernfeind College of Business

Area/Major/Minor

mass communication & PR

Degree

Master

Graduation Expected

12/13/2019

Classification

Graduate

Name

Bellarmine Ezumah

Academic College

Arthur J. Bauernfeind College of Business

Beginning date of project

3-2020

End date of project

3-2020

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