The impact of social media influencer marketing, credibility on consumers' purchase intention during Covid-19 pandemic: evidence from Saudi Arabia

• Main Author: Mabkhot, Ammar Hashed Ahmed Nasser
• Format: Thesis
• Language: English; English
• Published: 2022
• Subjects: HF5415.33 Consumer Behavior.; T Technology (General)
• Online Access: https://etd.uum.edu.my/10098/1/depositpermission-embargo_s827838.pdf; https://etd.uum.edu.my/10098/2/s827838_01.pdf; https://etd.uum.edu.my/10098/

Social media influencer marketing is a new digital marketing tactic that has arisen recently. Individuals that use images, videos, and other updates on social media platforms to affect consumers' impressions of a service or product are known as social media influencers. This study aims to investigate the effect of social media influencer marketing, and credibility on consumers’ purchase intention during covid-19 among consumers in Eastern Province of Saudi Arabia. A total of 312 respondents were gathered and the data were analysed using SPSS and Partial Least Squares and Smart PLS 3. The findings reveal that social media marketing influencers has significant direct effects on the credibility of influencers as well as significant indirect effects on the purchase intention of consumers. Furthermore, the finding contributes on understanding the customer behavior. As well as how to build customer confidence and their satisfaction as a result of the huge quantities of products offered especially on social media and the degree of their credibility