Ashwaq Al-Sharshani
Consumer purchasing behaviour is mostly affected by influencer marketing. Companies in Qatar spending on these new and distinctive marketing strategies has seen a sharp increase of revenues in the previous years.
With the expectation that expenditure on online videos and influencer marketing will outperform other tactics in the upcoming years. The digital marketing tactics depend upon famous social media users who have built an influential and involved follower base by regularly posting texts, videos, and pictures, to encourage the brands and products in Qatar. Specifically, various groups deliberate a sponsored post as an honest suggestion of an influencer, enhancing the message’s credibility and effectively impacting followers’ behaviour towards the brand endorsed in the centre (Jin, Muqaddam, & Ryu, 2019).
The influence, which more closely resembles a para-social association than a true friendship, is unequal and more directed than bidirectional. Reciprocity, group mentality, authority, liking, and scarcity are six universal rules of persuasion. Consumers are constantly updated by marketing impacts and have opportunities to connect with them both online and offline. This creates an emotional connection between customers and influencer marketing.
Many Qatari customers trust these marketing influencers, and marketers are paying attention. The statistics show the increasing importance of influencer marketing for products to connect with their consumers in Qatar. Number of consumers chiefly depend on the suggestions of marketing influencers. Consumers who feel confident about the recommendations of influencers are more likely to purchase. Brands can associate themselves with the trust of influencers(Xiao, Wang, & Chan-Olmsted, 2018).
When trying to raise knowledge of a certain product, influencer marketing has a big impact on Qatari customers. These nation-wide marketing influencers may encourage people to buy with common decency. Additionally, the content of influencer marketing impact people having less expertise and their psychology with the urges of materialism.
By establishing genuine, long-lasting connections with consumers on marketing platforms and through the creation of original content, influencer marketing in Qatar benefits brands. The impact of influencers not only includes purchases, but influencers in Qatar focus on recognition and emotional guidance to the brands and products. The consumers’ decision-making process in Qatar is very much influenced by information available through sources like marketing influencers. Further, a consumer’s buying decision is a devoted task that needs more detailed involvement from the consumers.
Influencer marketing, which includes celebrities, journalists, bloggers, and brand evangelists, is thought to have a stronger impact on Qatar’s economy. They impact the buying of consumers based on their opinions, capabilities, and positions, and consumers take them as experts in their domain. Thus, marketing influencers have a huge impact and influence on consumers in Qatar and tend to influence what can transform into a trend. Consumers in today’s Qatar are consequently more attracted to marketing influencers than ever.
Influencer marketing is drawing homogeneous crowds of spectators to Qatar, altering the way of life of the population as well as their opinions and behaviours towards current branding trends.Influencer marketing is the practise of promoting goods and services to followers on social media by influencers in order to raise brand recognition, spark customer interest, and facilitate effective responses. As a result, as organisations recognise and maximise the potential of marketing influencers, their practises are expanding more quickly (Lim, Radzol, Cheah, & Wong, 2017).
The emotions that influence consumer behaviour and their behavioural intentions are stimulated by various influencer marketing strategies (Müller, Mattke, & Maier, 2018). They are four factors of initial motives: consumerism, authenticity, creative inspiration, and envy. These factors affect consumer behaviour, trust, and buying frequency. Also, a person’s different features, like materialism, correlate with the four mentioned aims.
Since influencers elicit reactions by using imagery and word associations that are connected to emotional responses, influencer marketing needs to draw in and affect consumer behaviours. Marketing influencers are influential because they make consumers react to it, as more consumers respond to the marketing influencers, the more they will communicate about them. And the more they deliberate the brand and products, and more likely consumers are to purchase them (Campbell & Farrell, 2020).
(Ashwaq Al-Sharshani is a Qatari student living in California. Al-Sharshani graduated from the USA with a Masters degree in Business Administration) (MBA)
