Abstract:

This study aims to understand and investigate how Social Media Usability (SMU) and National Culture (NC) can affect the Customer Purchasing Behavior (CPB). A  Survey was conducted using Web base questionnaire where the retrieved number was 200 luxury consumer women from different social and economic backgrounds in Kingdom of Saudi Arabia (KSA). The study discovered that social media have changed not only communication dynamics among Saudi women, but it has also affected the way people consume products and services. Yet, the study shows that no significant relationship between NC and CPB.