Customers Online Engagement with Social Media Influencers’ Content Related to COVID 19

Abstract

The purpose of the current research is to investigate the impact of social media influencers on customer engagement in Jordan with content related to COVID19. Built on a literature review a conceptual framework has been developed in order to guide the research. A quantitative approach was used to collect data through Google Forms. The research questionnaire completed by a convenience sampling technique. A structured online questionnaire was distributed to a sample of 278 respondents. Smart PLS 2.0 was used to test the study’s hypotheses. The main findings revealed that the reason for a positive relationship between customers trust in social media influencers and customer participation is when customers find an influencer to be trustworthy they tend to participate more. Practically, the findings of this research revealed that the impact of social media influencers on customers’ participation with content related to COVID 19 on social media will give governments and companies a chance to better understand the importance of social media influencers in contributing to the success of social media-based marketing campaigns through encouraging customers’ engagement. The current study provided a significant theoretical contribution to our knowledge due to it is originality.