أساليب التسويق عبر المؤثرين على مواقع التواصل الاجتماعي من وجهة نظر طلاب الجامعة

الملخص EN

The current study aimed to define the concept of influencer marketing from a holistic perspective, which includes all areas of influencer marketing, whether in the commercial, cultural or social fields through social media, and the study circle expanded, and included studying the characteristics and identity of influencers, and evaluating the different influencer marketing methods and strategies from the point of view.

Undergraduate students in a sample of Saudi universities (King Abdulaziz University in Jeddah, King Khalid University in Jizan, King Faisal University in Al-Ahsa, Northern Border University in Arar, and Imam University in Riyadh), by studying how through 15 focus groups to explore Concept, strategy analysis, identification of the most popular current influencers, and evaluation of the most popular social media influencer marketing techniques.

The most important results of the qualitative study resulted in the majority of students being aware of the concept of influencer marketing through their follow-up to influencers, especially on Twitter, YouTube, Snapchat and Facebook, and through their follow-up to advertisements funded by influencers on social networking sites, and represent the most important influencers who enjoy following the study sample in (Faisal Al-Abd) Karim - Thinayan Khaled - Fayez al-Maliki - Abdul Rahman Abu Malih - Muhammad al-Bakri - Lubna al-Khamis - Rayan Adel - Rashid al-Fawzan - Latifa al-Dalihan - Suleiman al-Saleh - Nayef al-Suwailem - Mazen al-Sudairy (The most efficient marketing methods from the point of view of the study sample were in) Marketing the product through the use of multimedia - investing the innate nostalgia of the past in the marketing content - marketing the product by spreading optimism, happy news and achievements - linking the product to events and holidays - making the product within the influencer's lifestyle ().

As for the study sample evaluation of this marketing style, opinions were divided into two directions, The first: the majority trend, where the majority of respondents see influencer marketing as a new and effective marketing tool, and the second: the minority trend who see the opposite as deceptive and non-deceptive marketing Influential in marketing goals and does not generate brand sales.