The influence of 4Cs factors on consumers’ attitudes towards digital advertising of Dairy Products in Saudi Arabia

Abstract

This study aims to investigate the relationship between 4Cs factors which are clarity, consistence, competitiveness and credibility as independent variables and the dairy products consumers’ attitude towards digital advertising in Saudi Arabia relying on the previous studies. 4Cs model was firstly created in 2009 by David Jobber and John Fahy in their book “Foundations of Marketing” and it was found that these four factors have significant and positive effect on the attitude of consumers towards digital advertising. This study implements the same factors in Saudi dairy market to figure out whether they influence Saudi consumers’ attitude or not. The study also explains in details 4Cs model and its applications internationally and locally as well. The 4 Cs of the marketing communication model can help in this research because the 4Cs is a customer-oriented model, which helps Dairy to focus on the relationship with consumers through digital ads.