The Effect of Social Media on Consumer Behaviour in Dubai

Abstract

This study explores the influence of social media on consumer behavior in Dubai, a cosmopolitan city with a diverse and affluent population. Using survey data from a varied demographic sample, the research examined platform preferences, purchasing habits, and attitudes toward online marketing. Findings indicate that social media plays a significant role in shaping brand engagement and customer loyalty, with platforms such as Instagram and WhatsApp emerging as dominant spaces for consumer interaction. E-commerce and quick commerce platforms also showed strong integration into daily consumer practices, particularly when paired with promotional incentives. Discounts, convenience, and quality were identified as primary motivators of purchase decisions, while fashion trends and peer recommendations further reinforced buying behavior. Although influencer endorsements had a limited impact, peer recommendations were highly persuasive, highlighting the role of trust and personal experience in consumer decision-making. Overall, the study suggests that Dubai consumers are highly active on social media, yet their purchasing decisions remain anchored in tangible value propositions, underscoring the need for brands to balance digital engagement strategies with value-driven offerings to foster long-term loyalty.