هند القحطاني

my final project was about ( the effectiveness of advertising campaigns on social media and it’s impact on customer behavior ) Abstract: The aim of the study was to measure the effectiveness of advertising campaigns in social media platforms, and how they affect consumer’s behavior. It also aimed at finding out the most effective marketing strategies and measuring the effectiveness of hiring celebrities for advertising, and how they affect costumer purchase decisions. The study was conducted using the survey method on a representative sample of 1300 Saudi social media users with age variety of 18 years and up to more than 58 years of both males and females. The study found that the most effective marketing strategy that drives a customer to make a purchase decision is sharing experiences and opinions, as well as discounts which are found to be effective motivation to make purchase decisions. The effectiveness by the ads of some celebrities is comparative. It differs from one to the other and is dependent upon the celebrities themselves and the presented products. The study concludes that judging the credibility of celebrities is cumulative, and decided depending on the experiences of the audience. The study group rejected tense advertising (saturation) in social media and denied its effectiveness and attention attraction. Moreover, the study group agreed to the uselessness of drowning with commercials in social media. This way was shown to upset clients and result in misunderstandings. It is a result of both random advertising and the poor studies of targeted audience that are conducted by companies. Furthermore, the study shows the importance of costumer experience as audiences are influenced by each other's opinions. Companies can use customer’s experience to increase the clients and profits by providing the best experience to its clients. Providing the best costumer experience serves as an investment for the company. It redounds to the benefit of the company and increases its sales.

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