Evaluating Social Media as a Promotional Tool for Saudi Retail

This report investigates the effectiveness of social media as a promotional tool for retail businesses in Saudi Arabia. It explores the current landscape of social media usage within the Saudi Arabian retail sector, examining how platforms like Facebook, Instagram, LinkedIn, and YouTube are employed to enhance brand awareness, drive sales, and engage consumers. The research delves into the challenges faced by Saudi Arabian retail companies in leveraging social media for promotion, including political barriers and organizational restrictions. It identifies the concept of business promotion, the relationship between social media and business promotion, and the issues faced by businesses. The methodology includes both qualitative and quantitative approaches, with data gathered through surveys, interviews, and secondary sources. The study aims to provide recommendations for retail businesses to optimize their social media strategies and overcome the identified challenges. It also includes a conceptual framework that highlights the relationship among variables and provides a detailed analysis of the research methods and ethical considerations. Ultimately, the report seeks to provide actionable insights for retail businesses to enhance their promotional efforts and achieve greater success in the Saudi Arabian market.

Running head: RESEARCH METHODS
Research Methods
Name of the University:
Name of the Student:
Authors Note:

1RESEARCH METHODS
Table of Contents
Element 1: Social Media being an Efficient Promotional Tool for Retail Business in Saudi
Arabia..............................................................................................................................................3
Introduction..................................................................................................................................3
Research Background and Problem.........................................................................................3
Research Significance..............................................................................................................3
Research Aim and Objectives..................................................................................................4
Research Questions..................................................................................................................4
Research Hypotheses...............................................................................................................5
Literature Review........................................................................................................................5
Concept of Business Promotion...............................................................................................5
Social Media Serving as a Promotion Tool for Business........................................................6
Social Media Serving as a Tool for Business Promotion in Saudi Arabia..............................7
Conceptual Framework............................................................................................................8
Research Methodology................................................................................................................9
Research Method.....................................................................................................................9
Research Design......................................................................................................................9
Data Collection Method...........................................................................................................9
Sampling and Sample Size....................................................................................................10
Data Analysis.........................................................................................................................10

2RESEARCH METHODS
Ethical Consideration.............................................................................................................11
Budget and Schedule of Research.........................................................................................11
Element 2: Different Sampling Approaches used in Qualitative Research...................................13
Purposeful Sampling..................................................................................................................14
Quota Sampling.........................................................................................................................15
Snowball Sampling....................................................................................................................15
Consideration Regarding Sample Size......................................................................................16
References......................................................................................................................................17

3RESEARCH METHODS
Element 1: Social Media being an Efficient Promotional Tool for Retail Business in Saudi
Arabia
Introduction
Research Background and Problem
In the modern era of business operations expecting high technological innovations social
media channels use as a tool for promotion has increased significantly. The products along with
the offered services by the retail businesses through social media platform like Facebook,
Instagram as well as LinkedIn that can entertain better participation and loyalty of the target
consumers (Abed, Dwivedi and Williams 2015). From evaluating the situation of retail
companies in Saudi Arabia it has been gathered that the companies operating in the nation failed
to discuss numerous issues such as existing political barriers and organizational restrictions that
can affect the efficiency of social media being business promotion tool. In consideration to same,
it is evidenced that these retail companies are struggling to make better social media tools use in
ehancing its product sales or target consumer base (Ahani, Rahim and Nilashi 2017).
Research Significance
The significance of this research is to develop significant overview regarding effective
social media implementation in the promotion strategies to improve consumer purchase intention
and sales (Abed, Dwivedi and Williams 2016). Focused on the revealed research problem the
study will consider evaluating the most suitable social media promotional tools that if used by
the retail companies of Saudi Arabia can facilitate these businesses for obtaining high sales of
products and target base of consumers.

4RESEARCH METHODS
Research Aim and Objectives
The aim of this exploration is to evaluate the function of social media being an efficient
tool in order promotes the business in Saudi Arabia. The objectives of the research that will be
attained through accomplishment of the study are indicated below:
 To identify and explain the concept of social media aligned with promotion of business
 To identify the link between relevance of social media as an effective tool in promoting
the Saudi Arabian retail businesses
 To evaluate the issues that are dealt by retail businesses of Saudi Arabia while
incorporating social media promotional tools
 To mention ways in which the promotional social media tools could be used by retail
businesses of Saudi Arabia through addressing the issues that they are facing on
promotional tool implement
Research Questions
The questions of that will be answered by attaining the objectives of the study are elaborated
below:
 What is the concept related with social media in relation with business promotion?
 What is the relationship among relevance of social media being an effective tool in
promoting the Saudi Arabian retail businesses?
 What are certain issues that are dealt by retail businesses of Saudi Arabia while
incorporating social media promotional tools?

5RESEARCH METHODS
 What are the recommend ways focused on which the social media promotional tools
might be implemented by retail businesses of Saudi Arabia through addressing the issues
that they are facing on promotional tool implement?
Research Hypotheses
The research hypotheses that that will be tested by accomplishing current research are
mentioned under:
 H0: Social media do not serve as an effective promotional tool within retail businesses of
Saudi Arabia
 H1: Social media serve as an effective tool for promotion in the retail businesses of Saudi
Arabia
Literature Review
Concept of Business Promotion
Bahaddad et al. (2018) explained business promotion as being one of highly important
aspect of numerous business activities. While promoting the business of the retail organizations
it is vital for them to focus on future business development and sustainability. Mohamed (2018)
also defined business promotion as a collated process that can be used in advertising several
achievements of the businesses in obtaining better consumer support and loyalty towards the
brand. Business promotional activities are dependent on certain factors associated with
advertisements, increased consumer brand awareness and to engage them in the promotional
conducts for driving sales of the companies. Without suitable advertising strategies, retail
companies fail to positive promote their offerings in order to obtain consumer support in
increasing sales. Tuten and Solomon (2017) evidenced that most effective social media

6RESEARCH METHODS
promotional tools are Facebook, LinkedIn, Twitter and Instagram that can facilitate these
companies in obtaining effective promotion of brand benefits such as increased consumer brand
awareness through communicating unique offerings of the brand.
Social Media Serving as a Promotion Tool for Business
Tuten and Solomon (2017) explained that growth of social media turned it as an better
promotional tool in advertising the offerings of the business. It also serves as a useful tool for
business promotion where suitable use of social media might support businesses in gaining
positive perception among its consumers towards the brand as well as its offerings. The
reasechers also evidenced social media channels can serve being a major communication source
between the company and its consumers. Stanger, Alnaghaimshi and Pearson (2017) supported
the view and stated that efficient implementation of social media as well as support promotional
activities of companies along with positively influencing the buying behavior of the target
consumers. It was revealed that consumers consider social media being a preferred medium in
communicating with the companies and for providing opinion on their offerings.
Stanger, Alnaghaimshi and Pearson (2017) stated that for such cause the companies
require considering employing social media channels for better consumer awareness and the
owners of businesses must consider them while advertisement of the product. These reasechers
also revealed that digital social media platforms can act as better platform for successfully
advertising the offerings of the brand. Such social media channels including LinkedIn, Facebook,
Instagram, YouTube and Pinterest can ensure increased support from consumer, loyalty with
ensuring that there is high consumer association with the brands and organizations. Tuten and
Solomon (2017) added that consumers from all over the world can post and view several updates
on social media platforms regarding any offering or service of the companies. Additionally, it is

7RESEARCH METHODS
also observed in case of business organizations that they are involved in promotional strategies
through social media content in ensuring growth in sales.
Social Media Serving as a Tool for Business Promotion in Saudi Arabia
Stanger, Alnaghaimshi and Pearson (2017) elaborated social media as a group of internet-
enabled applications which remains relied on ideological as well as technological basis of web
2.0 as well as promoting exchange of promotional “user-generated content”. Moreover
consumers of Saudi Arabian retail companies are observed to perceive social media advertising
effectiveness can be gauged by an aspect such as consumer sentiments regarding marketing.
In previous empirical research carried out by Sohail and Al-Jabri (2017) it has been
elucidated that marketing strategies within channels of social media are quite effective in Saudi
Arabia in order to communicate timely as well as relevant information to the target consumers
that is proved to address the gap between service expectation and reality. These reasechers also
added that there exist an increased relevance of positively persuading consumer perception
towards retail brands in Saudi Arabia and their reaction towards marketing activities regardless
of acceptance of their social media technology. Kasemsap (2019) explained that social media is
deemed as an considerable platform to remain connected with companies offerings. In addition,
the marketers and the retailers of Saudi Arabia are considering social media sites use in a better
manner that can enable the companies in communicating through these channels in reaching the
consumers along with ensuring that exceptional shopping experience is provided to them.
Previous literature also explains that in Saudi Arabia, it is deemed most vital by the retail
companies to develop positive consumer attitude through getting positively persuaded by
engaging content posted by the retail businesses (King, Horrocks and Brooks 2018).

8RESEARCH METHODS
Conceptual Framework
The conceptual framework signified in below figure indicates the relationship link among
the dependent (promotion of retail brands in Saudi Arabia) and the independent variables
(Twitter, LinkedIn, Instagram, Facebook and YouTube). From evaluating this conceptual
framework it was elucidated that the consumers of Saudi Arabian retail companies are highly
conscious in terms of promotion of businesses along with product purchase which can increase
awareness through numerous ideas on communication (Hussain 2018). It is evidenced from the
conceptual framework developed to carry out the research that certain research outcome will be
centered on revealing importannce along with social media efficiency being important business
promoting tools. Jose (2018) indicated that this type of research is intended to attain findings
based on the variables relationship analysis as signified in the conceptual framework. The
research is also estimated to obtain research findings that are centered on recognizing and
revealing solutions related with identified research problem that serves as impendent within
consideration of social media being a significant promotional tool.
Figure 1: Conceptual Framework
Promotion
of the
Brands in
Singapore
Twitter
LinkedIn
YouTube
Facebook
Instagra
m

9RESEARCH METHODS
(Source: Authors Creation)
Research Methodology
Research Method
In order to obtain reliable and valid research findings, the study will focus on using both
qualitative and quantitative research method. The researcher has considered using this research
method as it can support in attain detailed understanding on the recognized reasons, opinions and
the motivations of the target respondents (Boddy 2016). Moreover, quantitative research method
will also support the reasechers in gathering relevant numerical data that can be analyzed through
employing suitable statistical analytical tools. This can also facilitate in obtaining measurable
data in order to observe important facts as well as revealing important study patterns.
Research Design
In conducting study on analysing "Social Media as an Effective Tool for Promotion of
Retail Business in Saudi Arabia" descriptive research design will be implemented by the
reasechers. This research design is considered suitable as it can facilitate in evaluating the issues
that are faced by Saudi Arabian retail companies in suing social media channels as an effective
promotional tool in increasing their sales. Descriptive research design can also support the
reasechers in developing effective recommendations for using social media tools as successful
promotional tool (Brannen 2017).
Data Collection Method
The research will consider implementing an investigative approach in gathering primary
along with secondary data. Collection of primary data will be through evaluating the challenges
dealt by the marketers of Saudi Arabian retail companies regarding effective social media use

10RESEARCH METHODS
being a promotional tool. Questionnaire survey method will be used as primary data collection
tool that will be sent to target respondents via e-mail and a timeframe of 6 days will be given for
reverting on the survey. Secondary data within the study will be gathered from annual reports of
selected Saudi Arabian retail companies, peer reviewed journals and articles and books
(Edmonds and Kennedy 2016). Qualitative data is deemed to be gathered through conducting
structured interviews through involving managers of the company.
Sampling and Sample Size
In gathering target respondents for conducting survey in the research of analysing "Social
Media as an Effective Tool for Promotion of Retail Business in Saudi Arabia" the reasechers will
consider employing “simple random sampling” technique. Such technique of sampling is
considered to be suitable as it can facilitate in selecting target respondents with an equal chance
to get selected from a large population of retail companies’ employees in Saudi Arabia (Etikan,
Musa and Alkassim 2016). A sample size of 50 employees involved in social media promotion
of retail companies in Saudi Arabia will be selected along with 5 brand promotion managers that
have great understanding on use of social media as promotional tools.
Data Analysis
The quantitative data gathered from survey questionnaire is considered to be analyzed
through considering implementation of effective statistical data analysis tool that can facilitate in
transforming the gathered data into relevant statistical numbers that can facilitate in obtaining
valid study findings. Considering same, SPSS data analysis tool will be selected and the
quantitative data analyzed will be presented in tables and graphical format that can simplify the
data interpretation process (Flick 2018). This statistical tool can also effectively convert
consumers’ viewpoint into a specified percentage of their insight trends.

11RESEARCH METHODS
Ethical Consideration
Suitable research code of conduct will be followed in maintaining the validity of study
carried out. Moreover, researcher will also focus on maintaining confidentiality of the
participated respondents in the survey and mutual consent of these respondents will be gathered
whole persuading them to take part in the survey (Gentles et al. 2015). The exploration will be
conducted considering a fact that the target respondents did not have to disclose any irrelevant or
sensitive information in the survey and along with that the researcher will also consider that this
study is his own work and free of any plagiarized content.
Budget and Schedule of Research
Activities 1st to
3rd
Wee
k
4th
to
10th
wee
k
11th
to
13th
Wee
k
14th
to
17th
Wee
k
18th to
21st
Week
22nd to
23rd
Week
24th Week Budget
Selection of the
topic
ü

12RESEARCH METHODS
Data collection
from
secondary
sources and
primary
sources
(questionnaire
preparation,
travel costs
and materials
needed costs)
ü ü $100
Creating
layout
ü $110
Literature
review
ü ü ü $80
Analysis and
interpretation
of collected
data
ü ü ü $150

13RESEARCH METHODS
Findings of the
data (costs
related with
gaining access
and installing
SPSS software)
ü ü $120
Conclusion of
the study
ü
Formation of
draft
ü ü
Submission of
final work
(costs related
with printing
paper)
ü $130
Total
Budget
$590
Element 2: Different Sampling Approaches used in Qualitative Research
The importance of the need to understand qualitative sampling along with its uses is
increasing because of numerous reasons. In addition, the qualitative research sampling
techniques are deemed vital as they are well suited in evaluating the validity of standardized

14RESEARCH METHODS
measures along with analytical techniques for implementation. A broad range of viewpoint
regarding exists in the community of qualitative research. Concerns related with sampling in the
qualitative research centers on revealing the scope and the population that is to be sampled. It has
been explained by Klenke (2016) that there are three data types that is collected and being
analyzed in qualitative study encompassing direct observation, in-depth interviews along with
written documents. For collecting such qualitative data in an exploration, a target population,
community and a research area is needed being recognized. The aim of the qualitative research is
to ensuring detailed understanding and for this reason a specific group, individual types, process
or event is selected (Leung 2015). In order to attain such goal of qualitative research process the
study focuses on implementing criterion-based sampling approaches in order to select group of
target respondents. There exist three major qualitative sampling approaches that includes quota,
purposeful and snowball sampling. The following comparing and contrasting explains the causes
for selecting a particular sampling method.
Purposeful Sampling
This is highly common type of sampling approach used in the qualitative researches and
in this sampling type, the participants chosen relied on previously observed criteria relied on
identified research question. For instance, a qualitative research might make increased attempts
in collecting data from a type of participant group in a specific city or nation. In such scenario,
the sampling size might be pre-determined or relied on a subjective saturation that is the extent to
which the gathered data does not offer further insights (Padgett 2016). This is a non-probability
sampling technique that is also referred as selective sampling and the sample that is being
investigated is considered to be small usually when it is contrasted with probability sampling

15RESEARCH METHODS
methods. The types of purposive sampling are maximum variation, homogeneous, typical case,
extreme, critical case, total population and expert sampling.
Quota Sampling
In this sampling approach, the participant quotes are present before sampling.
Specifically, in this sampling technique the researcher attempts to gather relevant data from
several participants that addresses address some features that might have aspects like age, gender
class and marital status. It is an approach of non-probability sampling on which the sample size
selected has the similar proportions of individuals like that of an entire population in
consideration to known characteristics, traits as well as focused process (Palinkas et al. 2015).
Unlike other sampling approaches, this sampling technique considers dividing the research
population into several subgroups. Then, the researcher reveals fraction of such subgroups within
the population along with ensuring that the sample selected is the representative of the overall
population. The major reasons for which researchers employ quota sampling in comparison to
other sampling approaches in the qualitative researches as it facilitates in investigating a
characteristic or trait of a particular subgroup and observe the relationships among them.
Snowball Sampling
This is referred as “chain referral sampling” approach and within this technique, the
survey participants offer researcher references to others that might be capable of contributing in
participating within the research (Patten and Newhart 2017). Such technique facilitates the
researcher in finding and selecting the participants that might be hard to reach in other sampling
techniques. This sampling technique is used in the qualitative researches where the researches
feel the need to identify potential subjects within the research in which the subjects are quite
difficult to locate. Various snowball sampling techniques are segmented as linear, exponential

16RESEARCH METHODS
discrimination and exponential non-discriminative snowball sampling. Online other sampling
techniques, reasechers employ this sampling approach in qualitative researches where sample
selected for this exploration is extremely rare and is limited within a small population having
subgroups.
Consideration Regarding Sample Size
Once a particular sampling approach is selected for a qualitative research, it is important
for the researcher to select suitable sample size based on the sampling technique chosen (Wu et
al. 2016). Within a qualitative research sampling takes place till information saturation or
redundancy occurs at this point where there no new data exist. For this reason, in the qualitative
researches it is considered important that data collection as well as its evaluation takes place
simultaneously in a way that the researcher is aware the time where it has attained saturation
point. It is also vital to realize that the point of saturation can be reached beforehand in case the
researcher works with small sampling frame, a data analysis that is skewed or a weak
methodology. For such reasons, the reasechers needs to carefully select sampling techniques that
is best suitable in answering a research question, nature of target participants selected that can
facilitate in through data analysis for ensuring validity of data collected (Wu et al. 2016).

17RESEARCH METHODS
References
Abed, S.S., Dwivedi, Y.K. and Williams, M.D., 2015. SMEs' adoption of e-commerce using
social media in a Saudi Arabian context: a systematic literature review. IJBIS, 19(2), pp.159-179.
Abed, S.S., Dwivedi, Y.K. and Williams, M.D., 2016. Social commerce as a business tool in
Saudi Arabia’s SMEs. International Journal of Indian Culture and Business Management, 13(1),
pp.1-19.
Ahani, A., Rahim, N.Z.A. and Nilashi, M., 2017. Forecasting social CRM adoption in SMEs: A
combined SEM-neural network method. Computers in Human Behavior, 75, pp.560-578.
Bahaddad, A.A., Drew, S., Houghtoni, L. and Alfarraj, O.A., 2018. Factors attracting online
consumers to choose e-Malls for e-procurement in Saudi Arabia. Enterprise Information
Systems, 12(7), pp.856-887.
Boddy, C.R., 2016. Sample size for qualitative research. Qualitative Market Research: An
International Journal, 19(4), pp.426-432.
Brannen, J., 2017. Combining qualitative and quantitative approaches: an overview. In Mixing
methods: Qualitative and quantitative research (pp. 3-37). Routledge.
Edmonds, W.A. and Kennedy, T.D., 2016. An applied guide to research designs: Quantitative,
qualitative, and mixed methods. Sage Publications.
Etikan, I., Musa, S.A. and Alkassim, R.S., 2016. Comparison of convenience sampling and
purposive sampling. American journal of theoretical and applied statistics, 5(1), pp.1-4.
Flick, U., 2018. Designing qualitative research. Sage.

18RESEARCH METHODS
Gentles, S.J., Charles, C., Ploeg, J. and McKibbon, K., 2015. Sampling in qualitative research:
Insights from an overview of the methods literature. The Qualitative Report, 20(11), pp.1772-
1789.
Hussain, K.M., 2018. The Effectiveness of Marketing communication through Social Media on
Small to Medium Size Enterprises in Saudi Arabia. Proceedings of MAC 2018, p.26.
Jose, S., 2018. Strategic use of digital promotion strategies among female emigrant entrepreneurs
in UAE. International Journal of Emerging Markets, 13(6), pp.1699-1718.
Kasemsap, K., 2019. Professional and business applications of social media platforms. In Social
Entrepreneurship: Concepts, Methodologies, Tools, and Applications (pp. 824-847). IGI Global.
King, N., Horrocks, C. and Brooks, J., 2018. Interviews in qualitative research. SAGE
Publications Limited.
Klenke, K., 2016. Qualitative research in the study of leadership. Emerald Group Publishing
Limited.
Leung, L., 2015. Validity, reliability, and generalizability in qualitative research. Journal of
family medicine and primary care, 4(3), p.324.
Mohamed, M.A., 2018. The role of information centers and managing Big Data in Saudi Arabia
in support of sustainable development.
Padgett, D.K., 2016. Qualitative methods in social work research (Vol. 36). Sage Publications.
Palinkas, L.A., Horwitz, S.M., Green, C.A., Wisdom, J.P., Duan, N. and Hoagwood, K., 2015.
Purposeful sampling for qualitative data collection and analysis in mixed method implementation

19RESEARCH METHODS
research. Administration and Policy in Mental Health and Mental Health Services
Research, 42(5), pp.533-544.
Patten, M.L. and Newhart, M., 2017. Understanding research methods: An overview of the
essentials. Routledge.
Sohail, M.S. and Al-Jabri, I., 2017. Evolving factors influencing consumers' attitudes toward
social media marketing and its impact on social media usage. International Journal of
Marketing, Communication and New Media, (2).
Stanger, N., Alnaghaimshi, N. and Pearson, E., 2017. How do Saudi youth engage with social
media?. First Monday, 22(5).
Tuten, T.L. and Solomon, M.R., 2017. Social media marketing. Sage.
Wu, Y.P., Thompson, D., Aroian, K.J., McQuaid, E.L. and Deatrick, J.A., 2016. Commentary:
Writing and evaluating qualitative research reports. Journal of pediatric psychology, 41(5),
pp.493-505.