IMPACTS OF SOCIAL MEDIA INFLUENCERS

Introduction

Background

Social media refers to the web-based applications that allow the creation and sharing of user-generated data in addition to allowing the collaboration and interaction of users. Social media has evolved to encompass hundreds of platforms that enable users to share views and content, such as videos and photos. As of January 2018, the number of social media users surpassed 3 billion users (Zeljko, Jakovic & Strugar 2018). With such a massive reach, many organizations are trying to interact with consumers who are increasingly spending a lot of time online. Zeljko, Jakovic, and Strugar (2018) explain that social media comprises different parts that entail identity, reputation, sharing, engagement, and presence. These parts help marketers understand the level of involvement required for different audiences. Thus, companies are developing their social media networks to join the components around their brands whereby brands and organizations are employing social media as a means of promoting their products and services as well as a channel for communicating with customers. Social media networks enhance brand awareness through targeted promotions based on demographic, geographic, and behavioral information that is available in the marketing tools offered by the platform to the advertisers.

Social media marketing refers to the use of social media platforms as a means of marketing and promotion. Brands use social media to enhance customer awareness, shape customer perception, build customer knowledge, for customer engagement, and as means of motivating customers to buy their products. Accordingly, one of the main aspects of social media marketing is influencer marketing, which is based on individuals with a high number of followers who drive a specific brand’s message to reach the intended market segment. Influencers are individuals who can influence customer behavior and perception, thus making them essential in helping organizations in their marketing efforts. Influencers often have an extensive network of followers in a specific niche for whom they dictate the standards for what is popular.

By Leveraging on the many social media platforms, including Facebook, Youtube, Instagram, and Twitter the influencers are aptly employed to publicize promotions and product information to their online followers. Influencers represent how organizations connect with target groups through a medium that potential consumers of services and products trust.  Moreover, social media influencers (SMI)are used to showcase a positive image in media coverage and consumer persuasion (Hwa 2017). Messages advanced by SMIs are regarded as reliable by about 82% of the followers and have a high likelihood of following the influencers’ recommendation.  Hence, the main task of this study is to identify the impacts of SMI on consumers in the Middle East with regards to lifestyle consumption and buying behaviors.

This research will use a cross-sectional, non-experimental research design. Further, it will have a single-phase plan that will entail a qualitative sample. The integration and interpretation of data will take place in several stages, including data collection and analysis. The entire study design depends on the explicit theoretical framework of relevant consumer behavior as well as current social media marketing trends. Further thematic review and qualitative content analysis will form the basis for data analysis.

Problem Statement

Consumers can influence advertising and marketing because they can offer a credible prediction about trends that can change the way products and brands connect. Therefore, the activities of the people that can affect the buying decision of others because of their perceived knowledge, authority, relationship, or position need to be studied to enhance the use of social media as a marketing strategy tool.

Research Problem

The thesis of this study blends three significant areas; the impact of SMIs on consumers with regards to lifestyle, consumption, and buying behaviors. The research seeks to understand if there is a connection between SMIs, the intention to purchase, buying behaviors, and consumption trends among consumers in the Middle East. Numerous studies have shown that social media influencers can affect these parameters. Therefore, the research problem will link social media influencers to lifestyle, consumption, and buying behaviors. The study will focus on exploring the possible interaction from the perspective of consumers as there is a knowledge gap on the actual impact of SMIrs on consumers with regards to lifestyle, consumption, and buying behaviors.

Aims and Objectives

The main objective of the study is to explore the impacts of SMIs on consumers in the Middle East concerning lifestyle, consumption, and buying behaviors. Thus, the research will specifically focus on the following objectives:

• To determine the impact of SMIs on consumers’ lifestyles, consumption teends, and consumer lifestyle.
• To determine the impact of social media influencers on consumption trends among buyers.
• To provide recommendations based on the findings from the study.

Research Questions

The thesis for this study seeks to explore the impact of social media influencers on consumers in the Middle East with regards to lifestyle, consumption, and buying behaviors.

Hence, the research question will be as follows:

What are the impacts of social media influencers on consumers in the Middle East with regards to the lifestyle of the consumers?

What are the impacts of social media influencers on consumers in the Middle East with regard to consumption among consumers?

What are the impacts of social media Influencers on consumers in the Middle East with regards to the buying behavior of consumers?

Significance and Justification

The proliferation of social media marketing influencers requires an in-depth understanding of the various aspects associated with this category of marketers. Their impact on consumption, buying behavior, and provides potential opportunities for businesses seeking a competitive edge.

Literature Review

Preliminary Literature Review

Studies by Chryssoula (2017) have modeled the impact of influencers in social media on the behavior intentions among millennials as they choose tourist destinations in Greece. The model highlighted a  negative relationship between the attitude of millennial social media users and the number of followers of an influencer. However, the influencer’s age is of significant importance when evaluating the influence since millennials seem to trust the opinion of their peers than that of famous influencers. The study suggested that influence marketing can impact the decisions of millennials when they choose a potential tourist destination.

Social media influencers are a vital marketing tool for the developers of computer applications. Hu, Zhang, and Wang (2019) have researched how endorsements by social media influencers impact application adoption. Their study analyzed the trust transfer perspective whereby the endorsement by social media influencers can enhance the app adoption intention. Moreover, the research was done using the technology acceptance model. By employing structural equation modeling, the researchers demonstrated that the buyers’ trust in a social media influencer had a direct and positive influence on how much they trusted a given application. The results showed that structural assurance and online ratings had a positive correlation with the consumers’ perceived trust.

Hwa (2017) has investigated how SMIs impact purchase intention among consumers. Product match up by SMIs had a significant impact on customer attitude and purchase intention. The hypothesis about product matchup proved that messages given by endorsers about products have positive advertising outcomes. Further, this finding supported earlier studies that highlighted the association between influencers and products as vital criteria for marketing success. Thus, in this study, the consumers perceived associated between products and social media influencers can impact the intention to purchase. The study also revealed that consumers often associate the symbolism linked to influencers can result in more purchases. Consumers accept the meanings and symbolism from influencers due to perceived resemblance with the influencers they admire. The study also revealed that there was a positive relationship between purchase and customer attitude whereby consumers with a positive attitude towards influencers have a higher intention to purchase. This outcome was similar studies to studies by Mosquera et al. (2014) that highlighted the positive influence of attitudes on the intention to purchase.

Study efforts have shown that social media influencers can impact the lifestyle of their audience through a range of marketing tactics. Studies by Pilgrim and Bohnet – Joschko (2019) indicate that influencers can influence the dieting plans of teenagers by designing a specific body shaped by the use of focused visual content in addition to targeted communication techniques. The study focused on the communication techniques and the content used by influencers in addition to the ideal body image that the propagated. In such scenarios, the consumers identify with the marketers and imitate their behaviors through phenomena described as social learning (Veirman, Hudders & Nelson, 2019). Influencers show the usefulness and importance of the products which can lead to behavior modeling and observational learning. Further, the study highlighted that young consumers use social media platforms extensively to gather information exchange experiences. During their process, it was observed that their behavior is significantly affected by the influencers.

Research work has also highlighted that social media influencers have the capacity to impact consumer behavior aspects such as customer loyalty. Chivandi, Olorunjuwon, and Muchie (2019) have investigated brand awareness and the impact of various social media platforms in relation to buying behavior and consumer decision making. The study depicts how organizations can strategically use social media platforms for marketing. Social media platforms influence customer decisions making through brand awareness which can often translate to repeat purchases which enforces customer loyalty. Moreover, Veirman, Hudders, and Nelson (2019) have shown influencer marketing targeting children is used to influence the brand preference for toys and other products.  Thus, the study highlights that social media influencers can influence buying behavior that leads to customer loyalty.

Research findings by Qutteina et al. (2019) indicate that food marketing by social media influencers have an impact on eating choices and preferences among adolescents thereby contributing to obesity and other adverse health outcomes. Developments in marketing strategies have provided food marketers and promoters a platform to reach a wider audience in more authentic and personal ways. The borderless and personalized marketing offered by social media platforms allows influencers to influence the eating habits of their audience who are often teenagers. The study sheds light on the messages the audience encounter on a day to day to basis and offers an in-depth analysis of the food norms promot6ed by social media influencers and marketers. The findings indicate that the persuasiveness of the influencers in social media platforms has led to the overconsumption of sweets and fried food that is usually high in calorific content but low in nutrients that are associated with a range of chronic diseases and disorders. Adolescents are highly susceptible to influencers due to heightened impulsivity and inadequate inhibitory control. Therefore, social media influencers can control the behaviors including that of eating among their audience.

Contribution to Knowledge

Social media marketing is a recent phenomenon and there is insufficient information regarding its various dimensions such as the role of influencers and marketers. This paper will contribute to the growing knowledge pool regarding the impacts of social media marketing on consumers. Prior have studied have often focused on the role of marketers on social platforms. However few studies have focused on the impact of social media influencers in the Middle East. The proposed research seeks to address this shortcoming by contributing to knowledge about the have impact on consumers in the Middle East with regards to lifestyle, consumption and buying behaviors. Further, the study will provide a basis for future studies pertaining to the fast-evolving online marketing trends.

Methodology

Research Philosophy

Research philosophy refers to the system of the researcher follows from where they draw reliable knowledge regarding the research phenomena and how it is conveyed through language. Thus, it is the basis of the study and entails the research strategy chosen and the methods of data collection and analysis (Zukauskas, Vveinhraddt and Andriukaitiene 2017). It requires one to address the association between epistemology, ontology, methodology and data collection and analysis techniques used. Accordingly, this study will use an interpretivism approach which is based on the view that there are several contexts of reality in which the researcher contributes their perspective of the social construct.

Research Method

The research method refers to the systematic plans, techniques, and processes used in conducting research in order to derive new information and provide a better understanding of a given topic. Social research is based on both quantitative and qualitative methods including survey research, participant observation, experiments, and secondary data. Qualitative research explores the natural contexts of groups and individuals to provide a deep understanding of the real world. (Korstjens & Moser 2017) This research will be exploratory and will draw from both primary and secondary data sources.

Research Design

Research design describes the framework of the study techniques and methods that are chosen by the researcher. It refers to the overall blueprint that is used to integrate the different components of the study including the data collection and analysis (Sileyew 2019). Hence, this study will use a descriptive research framework to highlight the impacts of social media influencers on consumers in the Middle East with regards to lifestyle, consumption and buying behaviors

Research Population

The study population for this study will comprise of organizations and consumers that operate in the Middle East region. The researcher will focus on organizations that have a reputation for leveraging the internet to market their products across various sectors including the fast-food industry, banking, music streaming, beauty and fashion, beverages and video streaming among others.  Further, it will include respondents from different age cohorts, regions and economic status to ensure that various conceptualizations of the issues under study are fully addressed.

Sampling

Sampling refers to the systematic selection of various subsets within a population to estimate the attributes of the entire population. There are several methods used in sampling including simple random sampling, systematic sampling, stratified sampling, and cluster sampling. Generally, sampling is categorized into two broad areas: random sampling and non –random sampling (Taherdoost, 2016). This study will use simple random sampling whereby every member within a given population has the same likelihood of being selected. Moreover, random number generators will be used. To prevent data saturation, the research will engage 300 respondents to represent the consumers and 20 influencers representing different organizations.

Data collection

Data collection refers to the systematic process used to gather and measures the variables understudy in a manner that allows the researchers to answer their study inquiries, test hypothesis and also evaluate results. The process should be clearly outlined during study design to ensure that the data collected is consistent, valid and reliable. This study will use both primary and secondary sources of data. Primary sources will come from questionnaires from consumers\. Additionally, interviews will be conducted with various social media influencers. Secondary data sources will include online resources such as Google scholar to explore related studies. Company reports for organizations that post their annual reports on online databases will also be evaluated.

Moreover, the reliability and validity of the data will be assessed. Composite reliability should exceed 0.70. Accordingly, the reliability of the results will be tested. The results are expected to indicate an internal constant rate that is above or on the same level as Cronbach’s alpha 0.70. Moreover, the construct and content validity will be evaluated. Content validity will be ensured by asking scholars from the statistics department at the university to assess the questionnaire items. The recommendations from the scholars will be taken into account.

Data analysis.

Data analysis refers to the systematic application of logical and statistical techniques to illustrate, describe and evaluate data. The data gathered for this study will be qualitatively analyzed using a thematic approach and content analysis. Content analysis refers to the empirical exploration of content with the purpose of developing inferences to the meanings, objectives, and contents of data contained in videos, texts and other forms of communication thereby allowing valid and replicable conclusions to be made (Mihailescu 2019).

Ethical Considerations

The researchers will conduct the study while abiding by the principles and values of ethical conduct. Respondents will have informed consent before they can participate in the study. The data that will be gathered will have a guarantee of privacy and confidentiality. The researcher will also share the results of the study with the respondents.

Limitations

One of the main limitations of the study is time and resource constraints. Due to budget caps, the study can only be carried in a small geographical area. Further, time constraints can only allow the study to be executed within a three week period.

Collaborative Arrangements

The stipulations of the degree program outline that the research proposal should be from individual effort. Thus, this study will be carried out by the author of this paper alone.

Intellectual Property Statement. The funding for the study will be catered for by the researcher.

Intellectual Property Statement

The ideas and content contained in this paper are my own creations and, therefore, I fully own its copyrights.

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