Abstract

Objectives: The study aimed to demonstrate the impact of the boycott campaign across social media platforms on the consumer's purchasing decision in Saudi Arabia. Methods: The study used the survey descriptive curriculum. This study relied on the identification tool to collect data from the study sample. The independent variable was the campaign to boycott products via social media platforms and the affiliate variable was the (purchasing decision, product alternatives, consumer values, companies' responsiveness to consumer demands). Results: The study reached several key findings, the most prominent of which are: boycott campaigns on social media platforms have a significant impact on consumers' purchasing behaviors and decisions in the Kingdom of Saudi Arabia; social media serves as an effective tool for expressing consumer attitudes and plays a major role in supporting or boycotting products; and consumers show a strong interest in seeking alternatives to boycotted products, reflecting the direct influence of these campaigns on their purchasing orientations. Conclusions: The study presents a set of recommendations, the most notable of which is that companies should develop effective mechanisms for promptly responding to negative campaigns in order to correct misinformation and provide accurate data immediately.