توسيط الوعي بالعلامة التجارية في العلاقة بين التسويق عبر المؤثرين على منصات التواصل الاجتماعي وسلوك الشراء الاندفاعي للملابس لدى السيدات: دراسة تطبيقية على مستخدمي منصات التواصل الاجتماعي

Abstract EN

The aim of this study is to measure the impact of influencer marketing on social media platforms dimensions (influencer attractiveness, influencer experience, and influencer trustworthiness) on Impulsive buying behavior of women's clothes when brand awareness is mediator.

It has been relying on An electronic survey list Single 367 strong in the preliminary data collection necessary for testing hypotheses for research on users of social media platforms (such as: Facebook, YouTube, and Instagram) from women who interact with social media platforms and who follow an influential figure on social media platforms during the study period.

The study found a positive moral effect of the social media influencers marketing dimensions (influencers Attractive, and Influencers trustworthy) on the Impulsive buying behavior of women's clothes and no found a positive moral effect of the Influencers Experience on Impulsive buying behavior of women's clothes, It also found a positive moral impact of social media influencers marketing dimensions (influencers Attractive, Influencers Experience, and Influencers trustworthy) on brand awareness, a positive moral effect of brand awareness on Impulsive buying behavior of women's clothes, and the results showed that the moral effect of the influencers marketing dimensions (influencers Attractive, and Influencers trustworthy) on Impulsive buying behavior of women's clothes when the brand awareness is mediator, and there is the moral effect of the demographic characteristics of (age, education level, monthly income level) on the relationship between the dimensions of social media influencers marketing and Impulsive buying behavior of women's clothes.