The Role of Vision 2030 in Supporting Saudi Women to Participate in Marketing Activities in the Kingdom of Saudi Arabia

Abstract

This study investigates the role of vision 2030 in supporting Saudi women to participate in marketing activities in the kingdom of Saudi Arabia. Vision 2030 is a strategic plan introduced by the Saudi Arabian government to promote economic and social development in the country, with a focus on empowering and including women in various sectors. Drawing on a sample of Saudi women in the marketing sector, data was collected through self-administered questionnaires from 300 respondents. Partial laest square structural equation modelling (PLS-SEM) was employed to analyze the relationships and mediating effect. The results demonstrate that Vision 2030 implementation and the level of awareness and understanding of Vision 2030 have a significant and positive impact on the availability of opportunities and support for Saudi women in marketing activities. Additionally, the availability of opportunities and support significantly mediates the relationship between Vision 2030 implementation, awareness, and participation in marketing activities for Saudi women. These findings highlight the importance of creating a supportive environment and providing targeted opportunities and support to enhance women's participation in the marketing sector, aligning with the goals of Vision 2030. This study contributes to the literature on gender inclusivity and economic development and provides insights for policymakers, organizations, and stakeholders aiming to promote women's participation in marketing activities in Saudi Arabia.