Browsing by Author "Osman, Mayar"

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The Impact of Social Media Influencers’ Characteristics on Self- Concept and Purchase Intention in the Skincare Industry
(MSA, 2022) Osman, Dina; Salama, Israa; Osman, Mayar; Mohammed Hisham, Nada
The purpose of this research paper is to measure the impact of social media influencers’ characteristics on self-concept and purchase intention in the skincare industry. Based on the literature review, the researchers proposed a conceptual model that was tested using a quantitative and qualitative approach. Online questionnaires were collected from 285 persons who are follow skincare social media influencers Zeina or Khaled. The non-probability convenience sampling technique was used throughout this research. SPSS software was used for data analysis. After the findings, the results indicated that there is a relationship between social media influencers’ credibility and self-concept of skincare industry. In addition, there is a relationship between social media influencers’ attractiveness and self-concept of skincare industry. Also, there is a relationship between social media influencers’ expertise and self-concept of skincare industry. Moreover, the findings showed that also there is a relationship between social media influencers’ credibility and purchase intention of skincare industry. Furthermore, there is a relationship between social media influencers’ attractiveness and purchase intention of skincare industry. Lastly, there is a relationship between social media influencers’ expertise and purchase intention of skincare industry. Finally, this research provides a practical implication as a form of insights and advices for the marketing agencies.