The Impact of Social Media Influencers characteristics on Customers’ purchase Intension in the Egyptian Market

نوع المستند : المقالة الأصلية

المؤلفون

1 کلية الإدارة، الجامعة الحديثة للتکنولوجيا والمعلومات، القاهرة، جمهورية مصر العربية

2 كلية الإدارة، الجامعة الحديثة للتكنولوجيا والمعلومات، القاهرة، جمهورية مصر العربية

المستخلص

Purpose – This study aims to focus on social media influencers’ characteristics to assess their impact on customers’ purchase intention. Thus, it aimed to investigate the impact of social media influencers’ Physical appearance (Attractiveness), Trustworthy (honesty) and Expertise on consumers’ purchase intention.
Design/methodology/approach – The questionnaire was created and shared online via Google Forms to the consumers in Egypt. The online survey covered the four social media platforms; YouTube, Facebook, Twitter and Instagram. Quota sampling technique was used in the study to obtain responses, as only those respondents who were active users of social media were included in the study. 130 responses were obtained, out of which 125 respondents followed a social media influencer, so only those 5 responses were excluded.
Findings – The findings revealed that the personal characteristics of social media influencers affect consumers’ purchase intention; Attractiveness, trustworthiness, and expertise had significant direct effects on the purchase intention of consumers.

الكلمات الرئيسية

المجلة العلمية للدراسات والبحوث المالية والتجارية
المجلد 5، العدد 2 - الرقم المسلسل للعدد 1
المجلد الخامس؛ العد الثاني؛ الجزء الأول؛ يوليو 2024
يوليو 2024
الصفحة 215-242

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