This research dives deep into the social media app of Tiktok, exploring how the app impacts aspects of users’ behavior under the context of the ‘Uses and Gratification’ and ‘Social Comparison’ theories while also delving into how marketing on the app influences the behavior of its users as consumers (purchase decisions and buying habits). A combination of quantitative research and qualitative data was used to depict a deeper understanding into the research. The quantitative data of this research is built on the foundation of primary data derived from pre-existing research and studies, and the qualitative data was produced through a survey was conducted garnering about 91 responses. Diverse results were achieved for this survey; out of six propositions proposed 2 were proven false, two were proven true, and two were proven neutral. Therefore, there was a balance in the responses and accuracy of findings. However, the literature found provided appropriate evidence to support all of the propositions. This brings us to the limitation of the research that the sample size (number of respondents) is not an accurate depiction of all Tiktok users and their behaviors, hence one must keep this in mind while drawing conclusions and assumptions solely based on the results. The implications of this study can be to better understand how Tiktok users behave when they interact with the app and how their interactions can further affect their consumptions. Companies, psychological experts and researchers/academics can all benefit from this research when studying about the impact of Tiktok

In the digital marketing sector, influencer marketing has emerged as the most effective tool in our digital age that businesses use to sell their brands, radically transforming how brands interact with customers and how consumers perceive and position that brand in their minds. This research aims to investigate the multiple effects of influencer marketing on consumer behavior and brand loyalty, with a focus on a certain age group of young adults ranging from 17 to 35. Using quantitative surveys to further understand customers perception of the new era of digital marketing. The study also aims to determine if social media influencers have the biggest influence on customer purchasing behavior. According to the findings, the impact of social media influencers on customer purchasing behavior relies on whether opinions on that certain influencer are negative or positive Consumers with positive thoughts and attitude towards a social media influencers are more likely to purchase what is advertised by them than consumers with negative attitudes toward social media influencers, who would refrain from purchasing that product purposely. Factors that build trust and gives credibility to a social media influencer include the consumer's sense of connection, honesty, and the fact that the social media influencer markets items / services in their area of expertise which can make it feel less than an AD and more of a recommendation to the followers. What society's views, opinions, and experiences with the phenomena look like WoM have been demonstrated to have a substantial impact in influencing customers' purchasing habits and attitudes. Respondents appear to have more faith in their surroundings than in social media influencers. Preliminary studies indicate that influencer authenticity and engagement levels greatly impact consumer purchase decisions and loyalty to businesses.

This study examines the impact of influencer marketing campaigns on destination perceptions in Al Ula, Saudi Arabia. Through a survey questionnaire, I aim to understand the demographics of the respondents, the influence of social media influencers on their perceptions, their level of interest after exposure to influencer content, and the credibility of the influencers. The findings indicate that the majority of respondents, primarily females aged 18-25, consider influencer content as influential in shaping their perceptions, finding the influencers credible and impactful in their decision-making process regarding visiting Al Ula. In summary, influencer marketing significantly impacts destination perceptions, particularly in the context of Al Ula as a potential tourism hub in Saudi Arabia, generating interest among the target audience.

Background information: The popularity of foreign cuisine in Saudi Arabia is growing rapidly. As a result, sales of international food corporations are boosted up like anything in the market. They have just altogether changed the concept of managing fast food businesses from the orthodox commanding jobs, which were run from behind the desk, by performing day to day business works in the outlets and managing the business personally. In the recent past, we have seen an increase in millennial travelers in Saudi Arabia. Objective of the study: The research seeks to explore the potential market of Olive Garden in Jeddah City, Saudi Arabia, and whether it will be a successful investment or not. Methodology: The study used both the qualitative and quantitative research methods to investigate the objective of the study. The study used a survey to collect the data. The data was analyzed using the pie charts. Results: The study found that the Italian restaurants are popular among the residents of Jeddah. The study also found that the Italian restaurants offer best services to the customers in the food and service industry. The study also found that the majority of the participants were satisfied with Italian restaurants. Conclusion: The study concluded that Jeddah city provides a good opportunity of establishing a new Italian franchise for “Olive Garden.”

Service quality plays an important role in affecting the customers' perception of the fast food restaurant; it can either lead to long-term relationship and attaining new customers or customers turn-over. Social media and its association with CRM systems have helped organizations with reaching out to various prospects and in handling complaints. So many scholarly literatures have examined the use of social media and CRM and analyzed their effectiveness in managing complaints and in creating customers' generated contents. This study conducted has relied on secondary sources which were provided from McDonald's database and the company's record to answer the research questions. These sources helped getting a better insight on different customers' complaint fi'om service failures and the corrective procedure needed to resolve and handle them effectively. The complaints were collected.from 300 customers.from different backgrounds. The result that this research was able to provide is that McDonald's is relying more on the social media as platform to reach out to customers. Yet, CRM is still one of the necessmy tools used to collect information about customers

Motivation plays a significant role in the development of the employee’s performance over the years. It has gained worldwide popularity not only among the researchers but also practitioners, and hence, is a widely discussed topic in the field of human resources management. Motivation can be introduced to the employees through various forms out of which most organizations and employers practice reward system. The aim of this research is to compare the impact of reward on motivation and job satisfaction of the employees in the public and private sector of the KSA. This research is important as it look forward to understanding the difference in the two sectors regarding motivation and job satisfaction with respect to the reward system. The research used survey which comprised of 50 employees from private sector and 50 employees from public sector. The findings concluded that there was a degree of difference in the reward system in the motivation and the job satisfaction in the private sector and public sector employees in Jeddah, Saudi Arabia. The private sector employees have higher reward than that of public sector employees in terms of motivation and job satisfaction.