Social Media Advertising: A Study of UAE University Students Behaviors during (COVID-19)

Document Type : Original Article

Authors

1 Master's student at the College of Communication, University of Sharjah – UAE

2 Associate Professor, College of Communication, University of Sharjah – UAE and the supervisor on the researcher.

Abstract

This study investigates the impact of social media advertising on young adults, particularly university students in the United Arab Emirates, during the (COVID-19) pandemic. It aims to understand their preferences, behaviors, and the relationship between demographic variables such as gender, age, and educational level. The study illuminates the importance of electronic word-of-mouth (eWOM) activities regarding their engagement with ads. Additionally, it examines behavioral buying intention, trust in social media ads, and data privacy concerns regarding targeted ads. Drawing on the Theory of Planned Behavior (TPB) and Online Behavioral Advertising (OBA) framework, the study utilizes a quantitative approach with a sample of 200 participants who completed a self-administered questionnaire. The findings suggest that social media advertising significantly influences consumer behaviors among young adults during the pandemic; thus, advertisers can leverage these findings to optimize their advertising strategies and create compelling, influential, and engaging social media campaigns that resonate with their target audience, and to know the suitable way to build the trust.
 
 
 
 

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