The Impact of Influencer Marketing on Brand Perception: A Study of Jordanian Customers Influenced on Social Media Platforms
摘要
This research explores the dynamic landscape of influencer marketing and its impact on the brand perception of Jordanian customers influenced on social media platforms. In the context of Jordan's rich cultural heritage and closely-knit society, the study investigates how influencer marketing strategies align with local values and traditions to shape consumer perceptions. Data related to the research were collected from a sample of 455 customers of online retail companies. The research employed structural equation modeling (SEM) techniques to analyze data related to the measurement model and the structural model. The study concluded that influencer marketing has a significant positive impact on brand perception, especially trustworthiness, which had the greatest impact. Accordingly, influencer selection should prioritize those with genuine connections to Jordanian culture, allowing for more authentic representation, as strategically aligning brand values with those of the local audience and encouraging influencers to create local content promotes deeper resonance.