Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/326643 
Year of Publication: 
2024
Citation: 
[Journal:] Cogent Business & Management [ISSN:] 2331-1975 [Volume:] 11 [Issue:] 1 [Article No.:] 2419501 [Year:] 2024 [Pages:] 1-16
Publisher: 
Taylor & Francis, Abingdon
Abstract: 
The marketing landscape has intensely changed with the rise of digital platforms and social media. Social media influencer marketing was found by many previous studies to be a significant factor in shaping consumer buying behavior. This explanatory study investigates the impact of influencer marketing including para-social relationships, unpaid collaborations, and influencer trustworthiness on Lebanese consumers buying behavior. A quantitative analysis was employed using data collected through a questionnaire from a sample of 250 respondents. The findings revealed that para-social relationships and unpaid collaborations have a positive impact on Lebanese consumer buying behavior. The study contributes significantly by providing insights into the Lebanese market. By applying the Stimulus-Organism-Response Theory and Social Learning Theory, the study enriches the theoretical understanding of influencer marketing. Practically, it offers actionable strategies for marketers, emphasizing the importance of influencer marketing in driving consumer buying behavior in Lebanon.
Subjects: 
Influencer marketing
buying behavior
trustworthiness
para-social relationships
unpaid collaboration
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by Logo
Document Type: 
Article

Files in This Item:
File
Size





Items in EconStor are protected by copyright, with all rights reserved, unless otherwise indicated.