Impact of Social Media Influencer Marketing On Youth Purchase Intentions in UAE

Abstract

The study analyses how youth perceive social media Influencers and whether they affect their purchasing intentions and buying decisions. It also measure s influencers' attractiveness, expertise, and trustworthiness while communicating with consumers. In addition, the study explores the types of digital interaction with influencers, measures the impact of their online marketing activities on purchasing intentions, and finds differences between youth demographic segments. A total of 350 youth participants in the United Arab Emirates (UAE) completed an online survey evaluating influencers' characteristics, promotional videos, types of youth interaction with their content, and their impacts on purchasing intentions. The findings show that youth in UAE consider that influencers have positive personal appeals, traits, and information support to attract their followers and encourage them to purchase. Furthermore, the results reveal that influencers push youth to search for more information about the products and visit marketers' websites. Influencers' social media activities also affect youth's interests, desires, and purchase intentions by helping them assess the products.

Reputation management through social networking platforms for PR purposes: A SEM-based study in the Jordan

“…Recently, the studies concerning social network usage also executed and found the Theory of Reasoned Action as describing primary yet fundamental factors determining adoption, particularly a certain technology adoption process. Similarly, adopting social networks by the Public Relations practitioners indicated a similar phenomenon in this study, where cognitive beliefs are attributed to behavioral adoption leading to expectations fulfillment (Radwan et al, 2021). In this regard, these findings also showed potential consistency with the existing literature, providing an overview of the relevance of the Theory of Reasoned Action with adopting the social network.…”

“…Especially, building the relevant assumption on the Theory of Reasoned Action, it is shown that cognitive Attitude works as a primary determinant of the adoption process that determines the adoption and usage purposes. Existing research on the Theory of Reasoned Action indicates individuals hold cognitive beliefs that assume the goals are fulfilled according to their expectations and demands (Radwan et al, 2021).…”

“…Using different social networks ensure that services are available, visible, and provided at any time through these online platforms (Amin et al, 2019). However, Radwan et al (2021) question the reason and factors behind the growing online presence among the retailers. As noted, growing e-commerce worldwide indicates retailers' dependency on online platforms for certain reasons, i.e., ease of usage, direct communication feasibility, and finally, the perceived useful outcomes.…”

Investigating the Effect of ePWOM on Trading among University Students in BURSAMKTPLC Simulation: A Conceptual Framework

“…Youths' intention to engage in internet trade might be influenced by second-hand information from social influence and other influential people. Past researchers have found a positive correlation between how social influence and influencers can positively influence the youth's intention (Radwan et al, 2021;Telzer et al, 2018).…”

Pengaruh Iklan Dan Influencer Terhadap Keputusan Pembelian Item Virtual Padagames Online Mobile Legends

“…Lebih lanjut menurut penelitian Afandi, et al (2021) ia mengemukakan bahwa influencer berpengaruh terhadap keputusan pembelian pada generasi Z. studi ini telah menunjukkan bahwa keputusan pembelian yang dilakukan generasi Z dipengaruhi oleh faktor influencer khususnya dalam indikator penampilan dan pengalaman seorang influencer. Didukung penelitian oleh Radwan, et al (2021) serta penelitian oleh Zak dan Hasprova (2020) yang menyatakan bahwa influencer memiliki dampak pada keputusan pembelian.…”