اتجاهات المستهلكين نحو إعلانات المؤثرين على الانستجرام و تأثيرها على نواياهم الشرائية : دراسة ميدانية على عينة من طلاب و طالبات جامعة الملك عبد العزيز

Abstract EN

Influencer marketing is one of the modern marketing concepts that has recorded obvious increasing interest in recent years, which made some marketers rely on it in order to market their products and attract consumers to buy.

Therefore, this study provided a comprehensive understanding of the consumer trends of Saudi youth towards influencer ads and to identify the expected role of consumer attitudes towards influencers on enhancing their purchasing behaviors.

This study provided a comprehensive understanding of measuring consumers' attitudes towards influencers and their relationship to purchasing behavior.

The study was based on building its variables and interpreting its results on the source credibility model, the attractiveness model, the match up model, and the meaning transfer model.

The study relied on the media survey method using the questionnaire tool, which was applied to a sample of (400) Saudi youth.

The study found several results, the most important of which are: that influencers have credibility with Saudi youth, especially influencers whose advertisements are objective and who have the ability to persuade the brand through evidence and proofs.

The results showed that there is a consensus between the influencers and the brand, as Saudi youth follow the influencers on the Instagram platform as they talk about the products closest to their specialty.

And that young people follow influencers who convey meaning from their personal world as they have a distinctive style in presenting products and their brands.

The results confirmed that consumers' attitudes towards influencers in terms of credibility, attractiveness, product congruence, and conveying meaning have an impact on enhancing the buying behavior of Saudi youth for the products they talk about.

This indicates a high buying behavior among young people for the products offered by influencers.