The Role of Influence Marketing through Social Media Platforms on the Purchasing Process among University Students: A Focus Group Qualitative Study
| المصدر: | مجلة البحوث والدراسات العلمية |
|---|---|
| الناشر: | جامعة يحيى فارس المدية |
| المؤلف الرئيسي: | Memou, Sihem (Author) |
| المجلد/العدد: | مج19, ع1 |
| محكمة: | نعم |
| الدولة: |
الجزائر |
| التاريخ الميلادي: |
2025
|
| الشهر: | جانفي |
| الصفحات: | 489 - 506 |
| ISSN: |
1112-7511 |
| رقم MD: | 1541329 |
| نوع المحتوى: | بحوث ومقالات |
| اللغة: | الإنجليزية |
| قواعد المعلومات: | EduSearch, EcoLink |
| مواضيع: | |
| كلمات المؤلف المفتاحية: |
Influence Marketing | Influencers | Social Media | University Students
|
| رابط المحتوى: |
الناشر لهذه المادة لم يسمح بإتاحتها. |
| المستخلص: |
This study aims to define the concept of influencer marketing and evaluate the various influencer marketing methods and strategies from the perspective of university students) University of Algiers 3, Faculty of Information and Communication Sciences. this study employs a qualitative methodology involving five focus groups to explore the the concept of influencer marketing. Analyze its strategies, identify the most prominent current influencers, and assess the most widely used influencer marketing techniques across social media platforms, the findings indicate that the majority of students understand the concept of influencer marketing through their engagement with influencers, particularly on Facebook, YouTube, Snapchat, Tik Tok, and Intragram, as well as their interaction with sponsored posts from influencers on these platforms. The most efficient marketing methods from the perspective of study sample include: marketing the product through the use of multimedia, leveraging innate nostalgia in marketing content, marketing the product by promoting optimism, happy news, and achievements. The majority of the sample believes that influencer marketing is a new and effective marketing tool. |
|---|---|
| ISSN: |
1112-7511 |
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