The Effect of Influencer Marketing on Consumer Purchase Intention Applied on Shaan the Skin Care Brand

Abstract

Purpose: The purpose of this research is to investigate the effect of influencer marketing on customers’ purchase intention, using Shaan the skincare brand as an area of application. Methodology: The researchers used both secondary and primary sources of data to gather information about their research topic. They collected secondary data from articles, journals, books and conducted content analysis, while primary data was gathered by administering Arabic and English questionnaires to 181 participants, comprising 79 males and 102 females in addition of conducting customer interviews as well as an interview with Alia Lasheen a social media influencer who’s also an expert in the skincare industry. The primary data was used to measure the relationship between variables, and the results were analyzed using IBM's statistical package for the social sciences (SPSS). Findings: There is a strong positive relationship between the credibility of an influencer and customers’ purchase intention. Moreover, there is a strong positive relationship between the attractiveness of an influencer and customers’ purchase intention. Implications: The research provides a set of recommendations to Shaan on how to make best use of social media influencers. In addition, the study recommends various strategies to raise customers' awareness of Shaan. These suggestions aim to help Shaan increase their awareness, enhance their marketing efforts and subsequently properly choose influencers that are perceived as credible or attractive in order to increase the intention to buy Shaan products amongst their target audience. By implementing these recommendations, Shaan can strengthen its credibility and attractiveness as a skincare brand amongst their target audience. Originality/ Value: This research provided an investigation of the effect of influencer marketing on customers’ purchase intention, although there are previous researches conducted about the same topic, they were all applied on foreign countries. However, this research has allowed the exploration of the topic in the Egyptian market specifically.