مجلة التمويل والاستثمار والتنمية المستدامة
Volume 10, Numéro 1, Pages 159-172
2025-06-05
Empirical Study On The Impact Of Digital Beauty Influencers On Instagram Regarding Consumer Purchasing Decisions And Their Role In Digital Marketing Strategy
Authors : Touati Samiha .
Abstract
Social media has rapidly become a vital tool for communication and information sharing for millions worldwide. Within social networks, some members share information while others evaluate and repost it, enabling quick and cost-effective dissemination. The initial sources of information are known as "influencers." Identifying influencers is crucial across various fields; for instance, in marketing, it reduces advertising costs by allowing brands to pay a few individuals to promote products positively. . In this context, we focus on influencers in social media marketing, specifically examining how the gender of followers influences their responses to commercial recommendations on Instagram. To explore this, we conducted a detailed literature review and a quantitative study to better understand the behaviors of Instagram followers.
Keywords
influencers ; consumers ; social networks ; digital transformation
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