The Role of Advertising in Shaping The Social Identity of Saudi Society

Abstract

The study aims to investigating the relationship between advertisements which includes different advertising messages and the features and dimensions of social identity as formed by different segments of the Saudi society, also its impacts on consumption patterns and purchasing decisions. The study also embassies the high impact of television advertising that enhance the social identity on social interaction for the sample of Saudi audience and thus The formation of its dealings with those around them within the framework of reinforcing social status.