The Influence of Social Media Marketing on Purchasing Decisions of Youth in Yemen
DOI:
https://doi.org/10.67151/rujmhss.v1i1.23Keywords:
Social media marketing, purchase decisions, Yemeni university students, technology acceptance model, theory of planned behaviorAbstract
Social media has become an important channel through which consumers obtain product information and interact with brands, yet evidence from Yemen remains limited. This cross-sectional study examined whether five complementary predictors drawn selectively from TAM and TPB - perceived benefits, perceived ease of use, attitude, subjective norms, and social media marketing - were associated with purchase decisions. The study used a sample of 150 respondents. All were students enrolled at Ar-Rasheed Smart University in Sana'a and originated from several Yemeni governorates. Data were collected through a structured questionnaire and analyzed using descriptive statistics, one-sample t tests, Pearson correlations, and simple and multiple linear regression. The composite social media-related score was positively associated with purchase decisions and explained 30.4% of their variance. It also showed that attitude and social media marketing were statistically significant predictors, whereas perceived benefits, ease of use, and subjective norms were not. The findings suggest that favorable attitudes and the quality of marketing content are more closely related to purchase decisions among the surveyed sample than perceptions of usefulness or ease of use. The cross-sectional design does not support causal inference.
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Copyright (c) 2026 ISSN: 3135-7547 | E-ISSN: 3135-7555 / © 2026 The Authors. Published by Ar-Rasheed Smart University, Yemen
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