Abstract
The objective of the research is to identify the extent to which Saudi citizens understand the social marketing activities of KSA within the 2030 Vision and its impact on their attitudes. It explores also the impact of the demographic factors on the attitudes of the Saudi citizens within the scope of the KSA 2030 Vision. 200 sheets constituting the sample of the research have been analyzed. To achieve the objectives of the research, the researcher prepared a survey questionnaire which includes in its final shape (31) items. The validity of the questionnaire was tested by a committee of specialists. Also, the reliability of the questionnaire was tested using (Cronbach-Alpha) coefficient. The researcher used the statistical methods of arithmetical averages, standard deviations, and the ordinal importance of all the research variables and the components of each variable through the program (SPSS). The results of the research show that the social marketing activities of the KSA within the 2030 Vision have contributed to the influence of the citizens' attitudes on the vocabulary of the research sample, and that there is a difference in the attitudes of citizens about the KSA 2030 Vision in terms of demographic variables (age, income, educational levels). The research did not prove the difference in citizens' attitudes towards the KSA 2030 Vision in terms of (gender)
HANY ALY SHARED. (2019) The Impact of Social Marketing Activities on Citizens' Attitudes Applied to the Vision of Saudi Arabia 2030, International Review of Management and Business Research, Volume 8, Issue 3.
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