TITLE:
The Impact of Social Media Marketing on Consumer Behavior in Yemen
AUTHORS:
Abdullah Abdulhafedh Abdullah Saif, Mohammed Abdeulglel Mansoor Mohammed, Abdullah Mohammed Abdulnoor Abduljalil, Shehab Abdulhafedh Abdullah Saif, Adam Ali Ahmed Abdullah, Akram Ali Abdullah Altahery, Murshed Adham Fuad Saif
KEYWORDS:
Consumer Behaviour, Decision-Making Process, Social Media
JOURNAL NAME:
Open Access Library Journal,
Vol.12 No.9,
September
12,
2025
ABSTRACT: Consumer behavior in the Arab world, especially in the Republic of Yemen, is now significantly influenced by social media. Social media sites like Facebook and Instagram leverage peer reviews, influencer endorsements, ads, and user-generated content to sway customer choices. This study looks into how social media affects Yemeni customers, determining what drives them to shop online and how social media affects every phase of the decision-making process. Using a structured questionnaire given to a sample of 250 active social media users in Yemen who follow online retail pages, a quantitative descriptive method was used. 40 closed-ended questions covering aspects of consumer behavior and demographics made up the questionnaire. Data was gathered through email, WhatsApp, Instagram, and Facebook. Scholarly literature was the source of secondary data. To find patterns and correlations between variables, data analysis and visualization using tables, graphs, and charts were done using Microsoft Excel. According to initial research, social media has the biggest impact on the information search phase, which is followed by the identification of needs, assessment of available options, choice to buy, and behavior after the purchase. These observations demonstrate how social media strategically shapes consumer preferences and provide insightful advice for marketers looking to improve their digital tactics in the Yemeni market.