Role of social media in brand development in Saudi Arabia

  • Abeer Abdullah Al Saud Owner of Doe Sandwich, Saudi Arabia
  • Muhammad Rahatullah Khan Effat University, Jeddah, Saudi Arabia
Keywords: Social Media, Brand Development, Saudi Arabia


Literature is ripe with the scholarly contributions on brand development from all aspects. The new marketing tools and techniques are introduced frequently. However, the impact social media has had on brand development is no match to traditional promotion in 4Ps. The information about Saudi Arabia is specially rare. This article based on a survey of 200 social media users on evaluates the role of social media in brand development in Saudi Arabia. The results from this Saudi example show that social media including Facebook and Twitter are among the most effective tool to develop a brand as compared to traditional promotional methods. It has also been found that these media are more successful in Saudi Arabia to develop the brand recall and image.


Al-Farsy, F. (1980). Saudi Arabia; A Case Study in Development (2nd ed.). Stacey International, London.

Auty, R.M. (2001). A growth collapse with high rent point resources: Saudi Arabia, in Auty, R.M. (Ed.). Recourse Abundance and Economic Development. pp. 193-207. Oxford University Press, New York, NY.

Berthon, R., Pitt, F., McCarthy, I. and Kates, S. (2006). When Customers Get Clever: Managerial Approaches to Dealing with Clever Customer. Business Horizon, Vol.50, pp.39-48.

Briones, R., Kuch, B., Liu, B., and Jin, Y. (2010). Keeping Up With The Digital Age: How the American Red Cross Uses Social Media to Build Relationships. Public Relations Review, Vol.37, pp.37-43.

Carlson, B., Suter, T. and Brown, T. (2007). Social Versus Psychological Brand Community: The Role of Psychological Sense of Brand Community. Journal of Business Research, Vol.61, pp.284-291.

Cliffe, S. and Motion, J. (2004). Building Contemporary Brands: a sponsorship based strategy, Journal of Business Research. Vol.58, pp.1068-1077.

Clow, K. and Baack, D. (2009). Integrated Advertising, Promotion, and Marketing Communications, 4th edition, Global Edition: Pearson.

Corcoran, S. (2009). Defining Owned, Earned and Paid Media. Retrieved from: [Accessed on 6-4-2011].

Field, M. (2000). The Arabian Gulf: the good times have gone. Euromoney, No. 378, pp. 123-6.

Fournier, S. and Avery, Jill. (2011). The Uninvited Brand. Kelley School of Business. USA

Hannah, R., Rohm, A. and Crittenden, V. (2011). We're All Connected: The Power of the Social Ecosystem. Kelley School of Business.USA

Hooley, G., Piercy, N. and Nicoulaud, B. (2008). Marketing Strategy and Competitive Positioning (4th ed.). Edinburgh: Pearson, Prentice Hall.

Kotler, P., Katarjaya, H. and Setiawan, I. (2010). Marketing 3.0. New Jersey: John Wiley and Sons.

Kotler, P. and Armstrong, G. (2008). Principles of Marketing, 12th edition, New Jersey: Pearson, Prentice Hall.

Macy, B. and Thompson, T. (2010). Power of Real-Time Social Media Marketing, USA: McGraw Hill.

Ries, A. and Ries, L. (2002). The 22 immutable laws of Branding. HarperCollins Publishers.

Safko, L. (2010). The Social Media Bible: Tactics, Tools, and Strategies for Business Success (2nd ed.). New Jersey: John Wiley & Sons, Inc.

Solomon, M. (2011). Consumer Behavior: Buying, Having, and Being (9th ed.). New Jersey: Pearson, Prentice Hall.

Yin, Y., Holland, R., and Wu, W. (2007). Development of a Customer Experience-Based Brand Strategy for the Lenevo Group to Explore the UK Market. Design Management Journal, Vol.3, pp. 60-68.


1. Al-Farsy, F. (1980). Saudi Arabia; A Case Study in Development (2nd ed.). Stacey International, London.