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This research study investigates the influence of social media influencers (SMIs) on consumer behavior, focusing on their role in shaping purchasing decisions and brand loyalty, particularly within the UAE’s fashion and beauty industries. The primary objective is to analyse the psychological mechanisms such as trust, authenticity, and content relevance that drive consumer engagement and assess the comparative effectiveness of micro- and macro-influencers. The central research question explores how SMIs impact consumer trends, preferences, and trust through various content forms and promotional strategies. Employing a quantitative survey method approach, the key findings reveal that platforms like TikTok and Instagram dominate SMI engagement, authenticity and transparency are critical for building trust, and 69% of respondents have made purchases influenced by SMIs. These insights underscore the necessity for authentic, niche-aligned, and ethical influencer marketing strategies to optimize consumer impact.

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Digital Persuasion: Social Media Influencers’ Impact on Purchase Behavior in the UAE

  • 会议论文

  • 发表日期：

    2026年

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  • Rizwan Wadood,
  • Fatema Rashed Fraish Albreiki

摘要

This research study investigates the influence of social media influencers (SMIs) on consumer behavior, focusing on their role in shaping purchasing decisions and brand loyalty, particularly within the UAE’s fashion and beauty industries. The primary objective is to analyse the psychological mechanisms such as trust, authenticity, and content relevance that drive consumer engagement and assess the comparative effectiveness of micro- and macro-influencers. The central research question explores how SMIs impact consumer trends, preferences, and trust through various content forms and promotional strategies. Employing a quantitative survey method approach, the key findings reveal that platforms like TikTok and Instagram dominate SMI engagement, authenticity and transparency are critical for building trust, and 69% of respondents have made purchases influenced by SMIs. These insights underscore the necessity for authentic, niche-aligned, and ethical influencer marketing strategies to optimize consumer impact.