The Relationship between the Use of Digital Social Platforms and Awareness of Counterfeit Products: A Study on Digital Store Customers in Saudi Arabia

The study aimed to investigate the relationship between the use of digital social platforms and awareness of counterfeit products in online stores in Saudi Arabia. It employed a quantitative approach through descriptive research methods. The research population consisted of digital customers aged 18 to 44, totaling approximately 17.9 million users. A sample size of 588 respondents was selected using purposive sampling. Statistical analyses, including structural equation modeling (SEM PLS), were conducted to test the proposed hypotheses. The study found a moderate effect of the use of digital social platforms on customers’ awareness of counterfeit products in online stores in Saudi Arabia. Finally, the study presents several recommendations and implications to enhance the use of digital social platforms in purchasing decisions in the Kingdom. These recommendations include requiring commercial projects to utilize social media platforms to attract new customers and monitor competitors, as well as creating small shopping groups and dedicated home pages on social media.