Marketing strategies through social media influencers to support Egyptian products as an alternative to products subject to boycott “Analytical Study”

The main goal of the research is to identify the marketing strategies used by influencers on social media sites for Egyptian products as an alternative to boycotted products.
Study type:
This study belongs to the Descriptive Research Group, which is concerned with studying the reality of events and phenomena and analyzing and interpreting them to reach useful conclusions. This phenomenon is represented in the analysis of the marketing strategies used by influencers on social media sites for Egyptian products as an alternative to boycotted products.
Study Methodology: The study relied on a survey approach, within which the content - posts of influencers’ pages on their Facebook accounts - was analyzed quantitatively and qualitatively, with the aim of describing the marketing material on Facebook in terms of form and content. To compare marketing strategies regarding the official pages of influencers for Egyptian products.
Analytical study sample
A deliberate sample of influencers on social networking sites was selected to analyze the content of their pages. The content analysis form was relied upon. The study relied on a quantitative and qualitative content analysis tool. This is with the aim of comparing the marketing strategies used by the official pages of influencers for Egyptian products during the analysis period.
Study population and sample:
The analytical study population consists of analyzing the personal and official Facebook accounts of influencers. The study relied on a sample of (3) influencers interested in supporting and encouraging Egyptian products during the period of the Gaza 2024 events, and they are:
1) Marwa Elshafey (5 million followers)
2) Refreshing Mon3esh (2.8 million followers)
3) Doaa Farouk (3.1 million followers)
The research reached a set of results, the most important of which are:
The study found that introducing Egyptian products, advertising, activating products, mentioning product characteristics, supporting Egyptian products, forming attitudes towards products, strengthening relationships with current customers, and increasing loyalty to the brand were among the most important contents that influencers paid attention to in their publications, followed in second place by improving the mental image of the product. Then came in third place the urge to buy, and finally came the provision of promotional offers.
The study showed that media personality Doaa Farouk was the most influential person who used the transparency strategy, followed by Marwa Al-Shafi’i in second place, and finally, Mun’ish came in third place. Mun’ish topped the list for using the comparison strategy among products to demonstrate the transparency of the products, as Mun’ish relied in trying the products on tasting them, mentioning the advantages and disadvantages, and comparing them to other products.