Increasing the awareness of overweight among saudi people using different social media networks such as twitter and snapchat: A case of PSAU

Abstract

The development of the internet infrastructure has generated a new phenomenon and lead to some changes in business strategies as it allowed two-way communications among consumers and com-panies. At present, social media play a key role in communicating information to people around the world and clearly play a vital role in increasing interaction and awareness in an important way. At present, awareness of diseases has disappeared with new methods. Social networking sites like Twitter, Snapchat and Facebook may change the roles the meanings of information delivery and play a superior in that scope. This research investigates the main factors of the power of social media activities (customization, and e-WOM) towards increasing Saudi’s awareness on using m-healthcare apps. The results indicate that customization had a positive and direct influence on increasing Saudi’s awareness towards using m-healthcare apps (Brand Awareness). e-WOM had a positive and direct influence on increasing Saudi’s awareness toward using m-healthcare apps (brand awareness), confirming that the power of social media activities was an imperative con-tributor to brand equity (brand awareness).