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

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 inve...

Full description

Saved in:

Bibliographic Details
Main Author:	Mabkhot, Ammar Hashed Ahmed Nasser
Format:	Thesis
Language:	eng eng eng
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/10098/3/s827838_02.pdf
Tags:	Add Tag No Tags, Be the first to tag this record!

id	my-uum-etd.10098
record_format	uketd_dc
spelling	my-uum-etd.100982022-11-30T08:01:25Z The impact of social media influencer marketing, credibility on consumers' purchase intention during Covid-19 pandemic: evidence from Saudi Arabia 2022 Mabkhot, Ammar Hashed Ahmed Nasser Md Isa, Normalisa School of Business Management School of Business Management HF5415.33 Consumer Behavior. T Technology (General) 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 2022 Thesis https://etd.uum.edu.my/10098/ https://etd.uum.edu.my/10098/1/depositpermission-embargo_s827838.pdf text eng 2024-04-06 staffonly https://etd.uum.edu.my/10098/2/s827838_01.pdf text eng 2024-04-06 staffonly https://etd.uum.edu.my/10098/3/s827838_02.pdf text eng 2024-04-06 staffonly other masters Universiti Utara Malaysia
institution	Universiti Utara Malaysia
collection	UUM ETD
language	eng eng eng
advisor	Md Isa, Normalisa
topic	HF5415.33 Consumer Behavior. T Technology (General)
spellingShingle	HF5415.33 Consumer Behavior. T Technology (General) Mabkhot, Ammar Hashed Ahmed Nasser The impact of social media influencer marketing, credibility on consumers' purchase intention during Covid-19 pandemic: evidence from Saudi Arabia
description	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
format	Thesis
qualification_name	other
qualification_level	Master's degree
author	Mabkhot, Ammar Hashed Ahmed Nasser
author_facet	Mabkhot, Ammar Hashed Ahmed Nasser
author_sort	Mabkhot, Ammar Hashed Ahmed Nasser
title	The impact of social media influencer marketing, credibility on consumers' purchase intention during Covid-19 pandemic: evidence from Saudi Arabia
title_short	The impact of social media influencer marketing, credibility on consumers' purchase intention during Covid-19 pandemic: evidence from Saudi Arabia
title_full	The impact of social media influencer marketing, credibility on consumers' purchase intention during Covid-19 pandemic: evidence from Saudi Arabia
title_fullStr	The impact of social media influencer marketing, credibility on consumers' purchase intention during Covid-19 pandemic: evidence from Saudi Arabia
title_full_unstemmed	The impact of social media influencer marketing, credibility on consumers' purchase intention during Covid-19 pandemic: evidence from Saudi Arabia
title_sort	impact of social media influencer marketing, credibility on consumers' purchase intention during covid-19 pandemic: evidence from saudi arabia
granting_institution	Universiti Utara Malaysia
granting_department	School of Business Management
publishDate	2022
url	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/10098/3/s827838_02.pdf
_version_	1776103741298049024

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

Similar Items