Alibrahim, Ibrahim Abdulaziz Abdullah (2024) Investigating Social Media Influencers’ Impact on Brand Equity of Electronic Retailer Brands in Saudi Arabia. PhD thesis, Victoria University.

Abstract

Social media has emerged as one of the revolutionary technologies of the 21st century, ushering in a new era and providing users with the capabilities to connect, share and interact diversely. Beyond connectivity and sharing, social media platforms host a variety of content, including text, images, and videos, consequently, social media content has become a driving force behind increased social media usage and engagement. In this landscape, social media influencers (SMIs) play a significant role, contributing to the dynamic and engaging nature of social media. As social media adoption and usage continue to rise, brands are strategically leveraging these platforms to connect with their customers and potential audiences. Notably, the utilization of influencers as channels to deliver brand messages has become a prominent trend. Social media influencers, with their audience-fit content, large follower numbers, and established parasocial relationships, are instrumental in shaping brand perceptions. Therefore, this study delves into the role of user-generated content (UGC) by social media influencers in shaping qualitative brand equity among mature cohort consumers of electronic brands in Saudi Arabia. Specifically, the research focuses on social media influencer contributions to brand perception among users aged between 28 and 45, comparing their behaviour with that of other user groups. While existing literature predominantly concentrates on influencers targeting younger age groups, there is a noticeable gap in understanding the influence on mature cohort consumers, a demographic experiencing growing engagement with social media. To address its research gap, the study utilizes qualitative brand equity by employing Keller’s customer-based brand equity (CBBE) model and Lavidge and Steiner’s hierarchy-of-effects (HOE) model steps, demonstrating the evolution of qualitative brand equity as a systematic process. Concentrating its focus on Saudi Arabia, the research based its context on the contribution of social media influencers' content sharing (UGC) on customer brand perception of three electronic retailers: Xcite, eXtra, and Jarir. The research employed a quantitative research method, involving a cross-sectional survey completed by 477 Saudi participants, with 262 participants aged between 28 and 45, the focus of the study. This research underscores that the majority of Saudi Arabia's social media users fall within the age range of 28 to 45, surpassing other age groups. Utilizing structural equation modelling, the study found the pivotal role of parasocial relationships as critical motivators for trust and engagement between social media users and influencers. The results highlighted the substantial presence of social media users aged 28 and above in Saudi Arabia. Notably, the research observes the significant relevance of influencer-fuelled interactions on social media, particularly among mature users aged 28-45. Importantly, this is significant as mature social media users are shown to be more affluent and responsive to user-generated content by social media influencers. It also notes that influencers wield a considerable impact on the brands they endorse and promote, leveraging pre-established connections with users. Therefore, the findings from this research are anticipated to help organizations in managing digital marketing efforts by enhancing brand value, especially within mature demographics of social media consumers.

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