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Social Media Influencers’ Impact on Demand Forecasting: A Case Study in the Saudi Cosmetics Industry
Bohairy, Lena
Bohairy, Lena
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Abstract
This study examines the impact of Social Media influencers on demand forecasting in the Saudi cosmetics industry. Influencers have become an essential part of today’s marketing landscape, as they can shape consumer’s perceptions, drive engagement, and enhance brand visibility through authentic connections with their audience. Their impact extends beyond traditional advertising methods, enabling brands to reach target demographics more effectively and fostering consumer trust and loyalty. I analyzed how influencer marketing strategies impact product demand and consumer purchasing decisions within the Saudi cosmetics industry through a case study approach. I applied qualitative and quantitative methods, including surveys and sales data analysis to assess these influencer campaigns' effectiveness. The findings imply a significant correlation between influencer engagement and increased demand for cosmetic products, underscoring the critical role of social media presence in modern marketing strategies. This research contributes to understanding demand forecasting by integrating social media dynamics and provides valuable insights for industry stakeholders. By examining the intersection of influencer marketing and consumer behavior, I aim to offer recommendations to help brands optimize their marketing efforts and adapt to the rapidly evolving digital landscape.