Role of Social Media Influencers; A case study of UAE.

Al Hosani, Tarfa; Snoussi, Thouraya Snoussi

Revue Algérienne de la Communication
Volume 25, Numéro 1, Pages 13-27
2023-06-01

Role Of Social Media Influencers; A Case Study Of Uae.

Authors : Al Hosani Tarfa . Snoussi Thouraya Snoussi .

Abstract

This study examines the role that social media influencers in developing marketing strategies. Special focus will be placed on the United Arab Emirates. The researcher intends to learn about the strategies of employing influencers in the economic field and the extent of their contribution in reducing the economic problems in the country. In the meantime, it deals with the position of social media influencers in society nowadays as well as how they influence the behavior of individuals. The author noted the limited scientific contribution related to the topic, especially with regard to the culture of using influencers to economic entities, and the newly spread culture to make the public able to face economic problems by investing in influencers on social media in the UAE. The goal of this analysis was to track the marketing strategies adopted by influencers to helping to overcome the economic downturn. It was observed that there is a significant impact of social media influencers in developing customer buying trends and affecting their choices.