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Volume :47 Issue : 181 2021      Add To Cart                                                                    Download

The Power of Social Media Influencers: A Study of Public Perception of Credibility among Kuwaitis.

Auther : Dr. Fatima S. AlSalem


Objectives: This study aims to explore the perceived credibility of social media influencers and its effect on purchase decisions. The study does that through 3 axes that have to do with attraction, trust and experience. It also aimed to investigate the relationship between satisfaction with content promoted via social media and its relation to purchase intention.
Method: The present study uses the surveying methodology through a cross-sectional survey that asked the 1148 respondents (50.4% N=593 males and 49.6% N=584 females) to identify the nature and motive behind their social media use, overall satisfaction regarding the content, and purchase decisions of products and services promoted by influencers.
Results: The analysis of the data indicated that comedy and entertainment influencers are the most preferred type of influencers, while fashion influencers ``fashionistas'' are the least preferred. Based on the results of the regression analysis, positive significant relationship was indicated between the satisfactions with the social media content, realizing the credibility and between Purchase decisions; users' satisfaction with social media content is positively related to decisions to purchasing decisions of products promoted by the influencers.
Conclusion: The study showed the huge influence of social media influencers on purchase decisions as attraction, trust and experience are all vital factors in the purchase decision.

Keywords: Social media influencers, SMI, Influencers, Fashionista, Credibility, Purchase intention.

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Oct 31, 2021

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