The Role of Digital Immersion in Shaping the Purchasing Behavior of Women in Saudi Arabia through TikTok and Instagram: A Field Study

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Field study shows digital immersion relates positively to purchasing behavior in Saudi women, indicating emotional factors play a role.

Purchasing behavior improves with increased digital immersion, especially among younger women in Saudi Arabia.
Participants reported over three hours daily on TikTok and Instagram, showing strong engagement with these platforms.
Descriptive-analytical approach utilized data from 241 Saudi women, confirming internal consistency and statistical validity of survey tools.
Findings suggest marketing strategies should balance emotional and rational elements to cater to age differences in digital engagement.

Alashqar et al. (2025) studied this question.

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