The Effect of Implementing Influencer Marketing on the Customer Purchase Behaviour: Applied Study on the Beauty Industry
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- Influencer marketing, Influencers, followers, Customer behavior, Brand loyalty, Purchasing Intention
Abstract
Many strategic marketing issues have been emerged at the last few years like (Influencer Marketing) and due to industry (development of technology and the large numbers of applications on social media, and the increase in time spent on those applications specially during the Corona pandemic, the number of those influencers has been increased, and because of the importance of the trust factor, the goal of this study is to examine the relationship between (the experience, the credibility, the gravity of the influencer and the quality of his content on the customer behavior (before and after) purchase, by applying to the beauty industry(fashion, cosmetics, body care products and fitness products).Data for this research were collected using a self-administered questionnaire. Out of the 384 questionnaires was distributed to only Females category between the ages, of (18 to 45) because they are the largest segment of society that: used to follow the influencers, uses these products, and buys it from websites. The study concluded that there is a positive relation between the variables(the experience, the credibility, the gravity of the influencer and the quality of his content on the customer behavior (before and after) purchase, and there are other descriptive results such as that the younger group (18: 25) differs from the older group in that they prefer to follow the attractive influencer and concern about the price, while the other group who concern with the experience and the credibility more than gravity and quality more than price.
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