E-advertising and Offline Consumer Behavior in Saudi Arabia: Impact of Lifestyle Change

Abstract

This research will present the main point of electronic advertising in Saudi Arabia, through an exploratory study of the relationship between online advertising and the visit to the traditional store. We have assimilated the lifestyle change as mediating variable and the implication with the product as moderating variable. Data were collected using an electronic survey. The survey involving 400 Internet users in Saudi Arabia. This research has used a structural equation model and multi-group analysis. The results of this research demonstrate the lifestyle change mediates the relationship between online advertising and actual visits to the magazine. Involvement with the product moderates the effect of online advertising on the lifestyle change in Saudi Arabia. This study of the investigation of the consequences of online advertising on offline consumer behavior in Saudi Arabia is an unprecedented investigation.  The implication of this research will improve e-advertising in Saudi Arabia.