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Customers Online Engagement with Social Media Influencers’ Content Related to COVID 19

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The Effect of Coronavirus Disease (COVID-19) on Business Intelligence

Part of the book series: Studies in Systems, Decision and Control ((SSDC,volume 334))

Abstract

The purpose of the current research is to investigate the impact of social media influencers on customer engagement in Jordan with content related to COVID19. Built on a literature review a conceptual framework has been developed in order to guide the research. A quantitative approach was used to collect data through Google Forms. The research questionnaire completed by a convenience sampling technique. A structured online questionnaire was distributed to a sample of 278 respondents. Smart PLS 2.0 was used to test the study’s hypotheses. The main findings revealed that the reason for a positive relationship between customers trust in social media influencers and customer participation is when customers find an influencer to be trustworthy they tend to participate more. Practically, the findings of this research revealed that the impact of social media influencers on customers’ participation with content related to COVID 19 on social media will give governments and companies a chance to better understand the importance of social media influencers in contributing to the success of social media-based marketing campaigns through encouraging customers’ engagement. The current study provided a significant theoretical contribution to our knowledge due to it is originality.

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Author information

Authors and Affiliations

  1. E-Marketing and Social Media Department, Princess Sumaya University for Technology (PSUT), Amman, Jordan

    M. Al Khasawneh, M. Abuhashesh & A. Ahmad

  2. Department of Management Information Systems, School of Business, The University of Jordan, Amman, Jordan

    R. Masa’deh

  3. Department of Management, College of Business Administration, University of Sharjah, Sharjah, United Arab Emirates

    M. T. Alshurideh

  4. Department of Marketing, School of Business, The University of Jordan, Amman, Jordan

    M. T. Alshurideh

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  1. M. Al Khasawneh
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  2. M. Abuhashesh
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  3. A. Ahmad
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  4. R. Masa’deh
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  5. M. T. Alshurideh
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Corresponding author

Correspondence to M. Al Khasawneh .

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Editors and Affiliations

  1. Department of Management, College of Business Administration, University of Sharjah, Sharjah, United Arab Emirates

    M.T. Alshurideh

  2. Faculty of Computer and Artificial Intellgence, Cairo University, Cairo, Egypt

    Aboul Ella Hassanien

  3. The University of Jordan, Aqaba, Jordan

    Ra’ed Masa’deh

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Al Khasawneh, M., Abuhashesh, M., Ahmad, A., Masa’deh, R., Alshurideh, M.T. (2021). Customers Online Engagement with Social Media Influencers’ Content Related to COVID 19. In: Alshurideh, M., Hassanien, A.E., Masa’deh, R. (eds) The Effect of Coronavirus Disease (COVID-19) on Business Intelligence. Studies in Systems, Decision and Control, vol 334. Springer, Cham. https://doi.org/10.1007/978-3-030-67151-8_22

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