العوامل المؤثرة على إدراك المستهلكين للخداع التسويقي للمؤثرين عبر مواقع التواصل الاجتماعي: دراسة ميدانية \

Abstract EN

The present study seeks to identify the factors influencing the perception of the marketing deception consumers of social media influencers.

drawing on the survey strategy, the researcher has depended on a suggested model about the perception of the marketing deception practiced by social media influencers.

the model has been tested through a number of presuppositions proven via a field study on an available sample (520 individuals) of the followers of social media influencers.

the study has found a close relationship between the influence of using social media, the influencers, their characteristics, the purchasing journey, the social milieu of consumers, getting involved in products and the dimensions of perception on the one hand, and the perception of marketing deception practices.