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THE ROLE OF SOCIAL MEDIA FOOD INFLUENCERS ON GENERATION Z's PURCHASING DECISIONS: A COMPREHENSIVE STUDY Of THE SAUDI MARKET
Alhawshabi, Hanin
Alhawshabi, Hanin
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Abstract
Traditional marketing often lacks the level of customization and interaction that this generation seeks. Gen Z respond better to interactive, user-generated content and campaigns that involve their participation. This study aims to investigate the factors that influence the perception of Gen Z customers when they are exposed to influencer marketing. The study aims to investigate the attractiveness, trust, and expertise between food influencer marketing and the customers. a significant majority of respondents perceived influencer ads as more effective in capturing their attention compared to traditional advertisements. The findings of this research highlight the potential effectiveness of influencer marketing in the Saudi Arabian food market and emphasize the importance of considering influencer collaborations in advertising strategies for similar products. The findings of this research also displayed that, Food Influencer's potential to influence consumers is closely tied to their expertise in the product. The more expertise an Influencer is perceived to be, the more likely they are to influence their followers' opinions and impact consumer attitudes and purchasing decisions.