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How Do Influencers Affect the Buying Behavior of Females in KSA
Harb, Tala
Harb, Tala
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Abstract
The purpose of this study is to explore social media influencers influence on women in Saudi Arabia. Increasingly more companies employ the capacities of influencer marketing. It allows brands to reach their audience in a new way especially due to the fact that modern Saudi women are fairly active on such social platforms as, for example, Instagram, Snapchat, Twitter, and others. Western researchers have conducted numerous studies on influencer marketings well as uncovered its logics and peculiarities however, the subtleties and effectiveness of this strategy in the Middle Eastern countries are still underinvestigated. This research aims to close this gap by analyzing how social media influencers impact female consumers in Saudi Arabia influencing impulse purchases. First, influencers are important to influence the preferences and purchasing decisions of Saudi Arabian female consumers due to their increasing digitization. Furthermore, examining the ways influentials navigate this terrain by considering the unique cultural context of Saudi Arabia, the results of this research at home and abroad can contribute to further discussion of Middle Eastern consumer culture beyond substantial companies.