Abstract
Influencers play a major role through social media in influencing their followers and their purchasing response due to the trust and credibility they enjoy. This study aims at exploring the influencers’ marketing strategies through digital platforms and how it is reflected in the purchase response of the Bahraini youth. It is carried out by exploring the motives that the Bahraini youth are exposed to, from the influencers and their ways of responding. This paper uses a random probability sample that was drawn from Bahraini youth. An electronic questionnaire was conducted on a sample of 250 respondents, who follow influencers through various digital platforms. Statistical data were analyzed through the SPSS program. The results of the study show (1) that there is a correlation between the intensity of exposure to the marketing content of influencers and the levels of increased purchasing response.
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Mohammed, M.M., Alkadash, T.M., Jeljeli, R., Farhi, F., Qadir, O.N.A. (2023). Influencer Marketing Through Digital Platforms and Its Reflection on the Purchasing Response of Bahraini Youth. In: Alareeni, B.A.M., Elgedawy, I. (eds) Artificial Intelligence (AI) and Finance. Studies in Systems, Decision and Control, vol 488. Springer, Cham. https://doi.org/10.1007/978-3-031-39158-3_72
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