Journalism and Mass Communications
08 Oct 2020

Saudi women take the wheel: A content analysis of how Saudi Arabian car companies reached women on social media

This study explored how automobile companies in Saudi Arabia used Twitter to market to women after the government lifted the ban on women driving. The study examined these 184 tweets and the 92 advertisements embedded in them using both quantitative and qualitative methodology. The results suggest that auto companies were supportive of women and presented them as more independent and authoritative than has historically been considered typical for Saudi Arabia.

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