تأثير المؤثرين عبر مواقع التواصل الاجتماعي على قرارات الشراء لدى الطلبة

Abstract

This study aimed to explore the impact of social media influencers on the purchasing decisions of university students, focusing on the indicators of expertise, credibility, attractiveness, and similarity. To establish a rigorous scientific and practical approach to the study problem, a descriptive analytical method was employed. A questionnaire consisting of 36 items was designed and targeted a sample of 125 students from the Mila University Center. Data were collected, analyzed, and hypotheses were tested using the Statistical Package for the Social Sciences (SPSSv24), applying various statistical methods, including linear regression. The study revealed significant results, highlighting the influence of social media influencers on the purchasing decisions of university students. It was found that students tend to rely on the opinions of influencers when making purchasing decisions. The study recommended that institutions focus on building sustainable relationships with social media influencers and tailor their marketing strategies to specifically target university students. Emphasis should be placed on the attractiveness and similarity of the influencers' lives to the students' lives at various academic and living levels.