"IMPACT OF SOCIAL MEDIA INFLUENCER MARKETING ON THE PURCHASE INTENTIONS OF YOUNG PEOPLE IN THE UNITED ARAB EMIRATES"

Abstract

The purpose of this research is to evaluate the effect that social media influencer marketing has on the potential purchases that young customers in the United Arab Emirates (UAE) consider making. As the number of digital channels continues to increase, influencers have become more important players in the process of molding consumer behavior, especially among the younger population. For the purpose of gathering information from young people between the ages of 18 and 30, the study makes use of a mixed-methods technique, which combines qualitative interviews with quantitative surveys. The findings indicate that the trustworthiness of the influencer, the relatability of the material, and the quality of the content considerably increase the propensity to buy. Additionally, the research sheds light on the significance of social media interaction as well as the efficacy of various platforms, such as Instagram and TikTok, in terms of their ability to influence consumer choices. The findings highlight the importance of it being necessary for businesses to engage in strategic collaboration with influencers in order to appeal with young audiences, which will eventually lead to increased sales and the development of brand loyalty. The findings of this study provide a contribution to the knowledge of the dynamics of digital marketing in the UAE and give practical implications for marketers that want to successfully exploit influencer relationships.