Title: Jordanian beauty influencers and their effect on consumers

Authors: Mohammad Alawamleh; Sama Afghani

Addresses: Business Administration Department, American University of Madaba, P.O. Box 2882 Amman, 11821 Jordan ' Business Administration Department, American University of Madaba, P.O. Box 2882 Amman, 11821 Jordan

Abstract: This paper will investigate the beauty influencers on social media platforms, their behaviours and attributes, and most importantly their effect on consumers. Our hypothesis is that the future of advertisement is social media, the traditional ways are fading, and this shift is facing resistance from the older generations. And with the appearance of advertisement through social media, influential users arose, creating this new phenomenon called 'influencers'. This research aims to investigate the dynamic relationship between the consumers and influencers, and how to control and maintain an ethical relation between any of the two parties most importantly, the influencer's effect on consumers and their behaviour. This study will be carried out through the use of primary research, where a questionnaires been distributed to as many Jordanian beauty consumers to see which influencers attract them the most, the level on influence they are under, and their behaviour in response to this influence.

Keywords: influencers; consumer behaviour; Jordan; social media.

DOI: 10.1504/IJBFMI.2020.109282

International Journal of Business Forecasting and Marketing Intelligence, 2020 Vol.6 No.1, pp.63 - 77

Received: 29 Mar 2020
Accepted: 11 May 2020
Published online: 02 Sep 2020 *

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