Social Media Influencers and Egyptian Consumers' Purchase Intentions: A Conceptual Review

Australian Journal of Basic and Applied Sciences

article

Monika Fayez ; Prof. Dr. Ashraf Labib ; Prof. Dr. Mohamed Abdelazim Abo El-Naga

关键词: Remote sensing (RS);    Geographic Information Systems (GIS);    Satellite image;    irrigation;    groundwater level;   

DOI  :  10.22587/ajbas.2022.16.8.2

学科分类：社会科学、人文和艺术（综合）

来源: AENSI

【 摘 要 】

Background: Social Media is a term that falls under the big umbrella of media. Media includes different communication tools, such as television, radio, newspapers, magazines, and the internet. The increasing power of social media in the past decade has made it a crucial part of people's lives. Not only did it change the way people interact together, but it changed the marketing concept in general. Therefore, the growing importance of social media in people's lives resulted in the appearance of social media influencers, also called SMI. Objective: This paper aims to present an overview of Social Media Influencers and how it affects consumers' purchase intention. It focuses on Egyptian consumers' context and contributes to the literature in this area. First, the research discussed the point of view of being a powerful marketing tool that is slowly being used by many companies worldwide. Next, the study discussed the origin and development of social media influencers, followed by a detailed illustration of the different social media influencers' related factors that affect consumers' purchase intention, as well as the literature for the study's independent variables of interest, meaning transfer, product match-up, and source credibility. Next, the study investigates the relationship between meaning transfer and customers' purchase intention, product match-up and purchase intention, and source credibility and customers' purchase intention. Results: A systematic overview of social media influencing marketing is discussed. Also, a proposed framework is presented as a base for future research to test the actual model in different cultural contexts. Furthermore, contributions to knowledge and recommendations for future research are presented.Conclusion: The main contribution of the research is the examination of social media influencers in the Egyptian context, highlighting the power of influencers over Egyptian consumers and how they trigger and affect their purchase intentions. A base for future research is accomplished through this research, and future recommendations are presented as well to help guide future research in the same area. Also, the research presents academic and practical implications for researchers and marketers to use for their studies and companies.

【 授权许可】

Unknown