Aprovechamiento de los espacios por detrás de los defensores laterales

This study investigates the consumer social media readiness for corporate social media

accounts in Saudi Arabia. The proposed theoretical framework for this study is based on the

literature review analysis in chapter 2. The theoretical framework of the current study presents

seven components to be studied in order to understand more about the readiness of Saudi

Research activity C

Consumers` readiness for corporate social media

accounts

Who are the SA social media users and what are their preferences?

Type of Interaction on corporate social media channels

Perceived usefulness of corporate social media channels

Perceived ease of use of corporate social media channels

Consumers’ attitude towards interaction on

corporate social media channels Trust/Privacy of social media by consumers

Socio-demographic variables: Age, gender, educational level and monthly income

Figure 6 Theoretical framework of research

consumers for corporate social media accounts. These areas are related to who are the Saudi

Arabian social media users and what their preferences are, the type of interaction on corporate

social media accounts, perceived usefulness of corporate social media channels, perceived ease

of use of social media, consumers' attitude towards interaction on corporate social media

channels, trust/privacy of social media by consumers as well as the socio-demographic

variables: Age, gender, educational level and income. Figure 6 demonstrates the components

that will be studied as part of assessing the consumers` readiness for corporate social media

accounts.

3.6.3.1. Constructs of the consumers` social media readiness framework

Table 19 presents the constructs that will be studied to determine the readiness of Saudi

consumers to interacting with companies through corporate social media accounts. These

constructs will be the base of research activity C survey.

Factors

Socio-demographic variables: Age, gender, educational level and monthly income

Age Gender Education Income Usage information and preferences

Type of Interaction on corporate social media channels Perceived usefulness of corporate social media channels Perceived ease of use of social media

Consumers’ attitude towards interaction on corporate social media channels Trust/Privacy of social media by consumers

Table 19 Supporting literature for the conceptual framework of the consumers’ social media readiness framework

3.6.3.2. Population and sampling – Research activity C survey

The nature of the current research is quantitative. Sukamolson (2005) defines quantitative

research as "Social research that employs empirical methods and empirical statements. An

empirical statement is defined as a descriptive statement about what "is" the case in the "real

world" rather than what "ought" to be the case. Typically, empirical statements are expressed

According to Bartlett et al. (2011) "Sample size is one of the four inter-related features of a

study design that can influence the detection of significant differences, relationships or

interactions".

The targeted population for the current study is the social media users in Saudi Arabia, which

has an estimated population of 32.45 million as of 2017. To calculate the required sample size

needed, with 5% margin of error and 95% confidence level and 50% response distribution, the

minimum recommended sample size is 384 respondents. A systematic random sample of 400

social media users located in Saudi Arabia only was drawn from a contact list, LinkedIn,

Twitter, and Facebook and WhatsApp.

3.6.3.3. Instrument development – Research activity C survey

A survey questionnaire was created in 2 versions, Arabic and English, using Google forms

which is an electronic method for surveys. The survey was first designed using the English

language and then was translated by the researcher. The translation was then reviewed and

approved by a professional translator. We found that the electronic survey method is convenient

for this study which focuses on social media users in Saudi Arabia and therefore they are more

likely to be reached online. Also, the electronic method is suitable in terms of giving the

respondents the freedom to fill in the survey at their convenience which could result in a higher

response rate than paper surveys.

Based on the theoretical framework for the current study presented in table 13, the survey

questionnaire has the following section:

• Demographical variables (Gender, age, education, income, and city)

• Which are the most used social media networks in Saudi Arabia?

• What is the frequency of accessing the social media accounts?

• Which device is used by most Saudis to connect to social media?

• 18 statements about the types of interaction done by Saudi consumers on corporate social media accounts. (Type of interaction)

• 5 points Likert scale type for 7 statements about perceived usefulness of social media as a useful tool to communicate with companies. (Perceived usefulness)

• 5 points Likert scale type for four statements related to perceived ease of use of social media by Saudi consumers to communicate with companies. (Perceived ease of use)

• 5 points Likert scale type for three statements about the attitude of Saudi consumers towards communicating with companies (Attitude)

• 5 points Likert scale type for eight statements to measure the Saudis' trust & privacy of social media channels. (Trust).

The full survey of research activity c is presented in appendix 5 in English and appendix 6 in

Arabic.

3.6.3.4. Pilot study – Research activity C

To ensure the validity and the suitability of the survey, a pilot study was conducted after

creating the survey with 25 social media users who live in Saudi Arabia through email

invitations. The survey was updated according to the feedback from the pilot study, and finally,

it was translated into Arabic. The two versions of the survey Arabic and English were launched,

and the data collection started on 22 June 2016.