How Do Influencers Affect The Buying Habits of Females in Saudi Arabia
AlHajery, Munefa K
AlHajery, Munefa K
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Abstract
This study analyzes the impact of social media influencers (SMIs) on female consumers in Saudi Arabia. With the expansion of social media platforms and the introduction of influencer marketing, marketers have discovered a new way to communicate with their target audience, particularly Saudi women, who actively participate on platforms such as Instagram, Snapchat, and Twitter. Despite substantial studies on influencer marketing in Western contexts, its efficacy and subtleties in the Middle Eastern region, particularly in conservative nations such as Saudi Arabia, are mostly unknown. This study seeks to close this gap by investigating the processes by which SMIs influence consumer behavior, with a particular emphasis on impulse buying patterns online. This study uses a quantitative approach, including questionnaires, to determine the subconscious characteristics that drive the influencer-consumer interaction in the Saudi market. This study contributes to a better understanding of influencer marketing dynamics in Saudi Arabia by clarifying the function of SMIs, studying cultural contexts, and looking at aspects like authenticity and collaborative efforts with companies.