The impact of Snapchat influencers on the purchasing behavior of young people in Saudi Arabia.

This master's thesis was conducted to examine in detail the impact of Snapchat influencers on the purchasing behavior of young people in Saudi Arabia. The research process was carried out by applying a survey to 221 participants. The data obtained was evaluated using SPSS (Statistical Package for the Social Sciences) software for statistical analysis. The survey was carefully designed to measure the Snapchat usage habits of young participants, the following of Snapchat influencers, the impact of influencers' product and service promotions, and the purchasing behavior of young people. Data analysis was carried out using statistical methods such as frequency distributions, percentage calculations, correlation analysis and regression analysis. The results reveal that Snapchat influencers have a significant and positive effect on young people's purchasing behavior. The majority of participants stated that they took into consideration Snapchat influencers' product and service promotions and that these promotions influenced their purchasing decisions. Additionally, Snapchat influencers have been found to have high popularity and credibility among young people.