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Social Media Influencers and Consumer Behavior: Online Shopping Trends among Saudi Women

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European Society for Socially Embedded Technologies (EUSSET)


Through empirical investigations of collaborative practices, this research seeks to dissect the influence of social media influencers on the online shopping behaviours of Saudi women, a topic that has been relatively understudied in the existing literature. The objective is to advance the domains of CSCW and Human-Computer Interaction (HCI) by investigating the consumer online shopping practices, particularly how they are influenced by social media influencers and cultural contexts. It aims to understand how cultural and technical aspects impact digital shopping experiences in this specific context. Saudi Arabia, known for its unique blend of traditional and contemporary elements, provides an excellent context for studying the impact of the design and influencer marketing on women’s online shopping purchase decisions. The study explores the impact of cultural perspectives, especially from Saudi Arabian culture, on HCI design with the goal of improving the inclusivity and worldwide relevance of technological solutions. This research strengthens the field of HCI by highlighting the need of considering cultural sensitivity in design. Moreover, it enriches our understanding of consumer behaviours across different global contexts, emphasizing the insights from non-Western perspectives such as those in Saudi Arabia.


Alhomaid, Hadeel (2024): Social Media Influencers and Consumer Behavior: Online Shopping Trends among Saudi Women. Proceedings of the 22nd European Conference on Computer-Supported Cooperative Work: The International Venue on Practice-centered Computing on the Design of Cooperation Technologies – Doctoral Colloquium Contributions. DOI: 10.48340/ecscw2024_dc11. European Society for Socially Embedded Technologies (EUSSET). EISSN: 2510-2591. Doctoral Colloquium. Rimini, Italy. 17 June - 21 June, 2024