The Impact of Social Media Characteristics on Purchase Decision Empirical Study of Saudi Customers in Aseer Region
Dr. Fahed Khatib

Abstract
The study aims to explain how the influence of Social Media is reflected on consumers’ purchasing decisionmaking process and if this influence differs at the various stages of this process. Quantitative research method is adapted for the purpose of this research. The primary data was gathered by sending out questionnaire to a convenient sample of 310 individuals in Aseer Region in Saudi Arabia. The study finds that the influence of Social Media differs according to the various stages of the consumers’ purchasing decision making-process. The influence was more on information post purchase stage, followed by purchase decision stage. The study also highlights implications for marketers that have the opportunities to seize the power of influence of Social Media.

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