The Impact of Influencers' Promotional Content on the Purchasing Behaviours of Emirati Youth

Document Type : Original Article

Authors

1 Master's student at University of Sharjah

2 Associate Professor, Department of Public Relations, College of Communication, University of Sharjah and the supervisor on the researcher

Abstract

The role of influencers in providing information and raising awareness about various products to the targeted audience is a key factor in modern marketing strategies.  This strategy assists in reaching specific customer categories, such as young students, who seek items that are adapted to their specific needs. This study used quantitative methodology to better understand how influencers influence consumer behaviour, particularly among students. A questionnaire was utilised as the primary data collection tool, and the findings were analysed using SPSS software.
The methodology also followed ethical criteria, such as providing a consent form and final information, while carrying out the study using a positivist ideology and exploratory strategy. The findings showed that influencers successfully impacted and directed purchasing behaviour among university students, with a success rate of 76.6%. Furthermore, the data revealed that most people spend a large amount of time on social media, with 43% reporting an average of four hours and 34.4% reporting an average of six hours, indicating a high risk of being affected by social media influencers.
Instagram emerged as the most popular platform among this demographic, with a 32% usage rate. The data also revealed that video material is the most popular sort of content, implying that influencers who specialise in video content have more promotional potential. The preferences were distributed as follows: video material (32.8%), animated content (28.9%), and photos (25.8%). Written postings, live broadcasts, and fashion posts were the least popular categories of material.
 

Keywords

Files

Share

How to cite

Statistics