Social media marketing via Facebook and YouTube on information search stage in luxury retail industry

Luxury retails compete for a small group of consumers. This research has focused on investigating the impact that social media marketing via Facebook and YouTube has on information search stage of consumer decision process in luxury retail industry in Riyadh, Saudi Arabia. The research has used positivism approach, inductive research approach, and descriptive research design and quantitative research method. Data analysis revealed that the independent variables can explain 64.1% of the variability in information search in luxury retail industry in Riyadh. Among the independent variables, target audience, platform selection, follower engagement and publishing schedule had significant positive impact on information search while relevance of content, voice of the content and call to action had positive but insignificant impact on information search stage of consumer purchase decision process in luxury retail industry in Riyadh.