The power of social media influencers as an advertising tool on consumer decision making | ||
| مجلة کلية التربية النوعية - جامعة بورسعيد | ||
| Article 7, Volume 24, Issue 24, April 2024 | ||
| Document Type: المقالة الأصلية | ||
| DOI: 10.21608/pssrj.2024.270033.1284 | ||
| Author | ||
| aya salem* | ||
| قسم الإقتصاد المنزلى- كلية الزراعة- جامعة الاسكندرية- جمهورية مصر العربية | ||
| Abstract | ||
| The increase in the use of social media in recent years has enabled users to obtain vast amounts of information from different sources. Unprecedented technological developments are currently enabling social media influencers to build powerful interactivity with their followers. These interactions have, in one way or another, influenced consumers decision. Thus, this study aims to determine the impact of social media influencers as an advertising tool on consumer decision making. The data was collected by online questionnaire by accident to a sample of 200 consumers. The results showed there is a direct correlation with statistical significance at 0.01 between the power and credibility of social media influencers and each of the level of exposure to social media sites and consumer practices and consumer decision making. Also, there are significant differences at the probability level of 0.01 between the average levels of consumer decision making according to the level of the power and credibility of social media influencers from the consumer’s point of view in favor of the high level then the medium level then the low level. | ||
| Keywords | ||
| Influencers؛ social media; ؛ Decision making; ؛ Advertising tool | ||
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