The Impact of Social Media Advertising on Brand Loyalty Among Online Shoppers in Saudi Arabia

Abstract

The rapid proliferation of social media platforms has fundamentally transformed how consumers engage with brands and arrive at purchasing decisions, particularly within digital commerce environments. This study examines the impact of social media advertising exposure on purchase intention and brand loyalty among online shoppers in Saudi Arabia, while also investigating the direct relationship between purchase intention and brand loyalty within an e-commerce behavioural framework. A positivist research philosophy and quantitative cross-sectional research design were adopted. Data were collected through a self-administered online questionnaire distributed to 400 participants in Saudi Arabia and analysed using descriptive statistics, Pearson correlation analysis, and simple linear regression. Results indicated a statistically significant and positive influence of social media advertising exposure on both purchase intention (β = 0.882, p < .001, R² = 0.778) and brand loyalty (β = 0.831, p < .001, R² = 0.69). Purchase intention also significantly and positively predicted brand loyalty (β = 0.863, p < .001, R² = 0.745). The study extends the empirical applicability of the Stimulus–Organism–Response (SOR) framework and the Theory of Planned Behavior (TPB) to social media advertising contexts in an emerging Middle-Eastern market. Findings provide practical implications for marketers seeking to design social media advertising strategies that effectively cultivate consumer engagement and sustain long-term brand loyalty.