The Impact of Social Media Influencer Marketing on Purchase Intention in Bahrain

Abstract

The marketing field is rapidly developing with the advancement of internet and social media platforms. As a result, new digital marketing tools are being used such as social media influencer marketing. Influencers are individuals who are shaping the customer’s preferences and opinions through sharing photos and videos related to a specific product. This paper is focusing on social media influencers and how they are impacting purchase intention. The study evaluates how credibility factors such as attractiveness, expertise and trustworthiness are having an effect on the purchase decision. The research methodology of this study is based on literature review. It concludes that the effect of these factors is positive to the purchase intention.