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The Impact of Social Media Influencer Marketing on Purchase Intention in Bahrain

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Artificial Intelligence and Transforming Digital Marketing

Part of the book series: Studies in Systems, Decision and Control ((SSDC,volume 487))

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Abstract

The marketing field is rapidly developing with the advancement of internet and social media platforms. As a result, new digital marketing tools are being used such as social media influencer marketing. Influencers are individuals who are shaping the customer’s preferences and opinions through sharing photos and videos related to a specific product. This paper is focusing on social media influencers and how they are impacting purchase intention. The study evaluates how credibility factors such as attractiveness, expertise and trustworthiness are having an effect on the purchase decision. The research methodology of this study is based on literature review. It concludes that the effect of these factors is positive to the purchase intention.

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Author information

Authors and Affiliations

  1. Ahlia University, Manama, Bahrain

    Aysha AlKoheji & Allam Hamdan

  2. University of Business and Technology, Jeddah, Saudi Arabia

    Assma Hakami

Authors
  1. Aysha AlKoheji
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  2. Allam Hamdan
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  3. Assma Hakami
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Corresponding author

Correspondence to Allam Hamdan .

Editor information

Editors and Affiliations

  1. College of Business and Finance, Ahlia University, Manama, Bahrain

    Allam Hamdan

  2. Department of Management and Marketing, Ahlia University, Manama, Bahrain

    Esra Saleh Aldhaen

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AlKoheji, A., Hamdan, A., Hakami, A. (2024). The Impact of Social Media Influencer Marketing on Purchase Intention in Bahrain. In: Hamdan, A., Aldhaen, E.S. (eds) Artificial Intelligence and Transforming Digital Marketing. Studies in Systems, Decision and Control, vol 487. Springer, Cham. https://doi.org/10.1007/978-3-031-35828-9_11

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  • DOI: https://doi.org/10.1007/978-3-031-35828-9_11

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-031-35827-2

  • Online ISBN: 978-3-031-35828-9

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