Saudi Arabia is becoming digital rapidly. However, despite these digitally mediated experiences, there exists limited research explaining how they translate into cosmopolitan consumer orientations (CCOs), particularly through learning pathways.
Objective
This study investigates how digital cultural environments shape CCO, placing emphasis on the mediating role of cross-cultural learning (CCL). The study examines the influence of exposure to international content (EIC) and perceived cultural diversity (PCD) on individuals’ openness.
Methods
A cross-sectional survey comprising 211 Saudi consumers was conducted using convenience sampling. Partial least squares-structural equation modeling (PLS-SEM) was applied to test the relationships that have been proposed in the current study.
Results
The findings revealed that EIC and PCD did not directly predict CCO. Instead, CCL emerged as the primary driver of cosmopolitan orientation. EIC and PCD significantly enhanced CCL, which in turn strengthened CCO. CCL fully mediated the relationship between PCD and CCO.
Conclusions
Cosmopolitanism in Saudi Arabia is a learning outcome and should not be seen as a direct result of exposure. The study offers theoretical clarification as well as practical guidance for marketers seeking to build cosmopolitan attitudes in those societies witnessing digital change.
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