Abstract/Summary

This study discusses three main stages of customer’s journey on social media sites and how these stages affect customers' attitude and behavioural intention in buying a particular product. Young Saudi users of social media sites under fifty years of age were targeted in this study. Convenience sample includes eighteen participants. Ten in-depth interviews were conducted in Jeddah. One focus group consists of eight Saudi students (four males, four females) at Reading University in UK. In general, the findings demonstrate that three main stages (discovering, evaluating, and purchasing intention) customers go through while engaging on social sites are associated. A brand can be easily recognized through social media sites whether it is displayed (positively or negatively). Moreover, evaluating the quality of a product highly depends on how others evaluate it. Finally, the study demonstrates that smart phones (e.g. i-Phone) were the most bought products by Saudi customers as a result of discovering and evaluating through social media.