Understanding consumerism within Western and Muslim based societies: Twitter usage of Saudi and American consumers Online publication date: Mon, 21-Jun-2021
by Othman Althawadi; John Fraedrich; Allam Abu Farha
J. for Global Business Advancement (JGBA), Vol. 14, No. 2, 2021
Abstract: Consumerism was defined and studied as protection and active participation in negative business issues that directly affect the consumer. The consumerism model is based on the theory of planned behaviour (TPB) using social media (Twitter) to determine any significant differences between two divergent cultures and economies: Saudi Arabia and the USA. Our results suggest a partial fit to the model. The equivalent significant findings for both samples are as follows: 1) Consumers with negative perceptions of government regulatory practices have a more positive attitude towards consumerism; 2) Both countries have a positive subjective norm, intention, and behaviour for consumerism. Our findings found that Saudi consumers have a higher level of intent to engage in consumerism behaviours via Twitter than American consumers. Finally, Saudi consumers have a negative perception of government regulatory practices that can be attributed to its restricted civil society relative to the USA.
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