The Impact of Influencers Marketing on Social Media in Brand Enhancement An Analytical Study of the Opinions of a Sample of Mobile Communications Users in the Northern Region/Iraq

Abstract

The research aims to identify the impact of influencer marketing through social media, with its dimensions (influencers' word of mouth, trust and credibility, digital content appeal, influencer experience, influencer characteristics, and desire for imitation), on the brand with its dimensions (brand loyalty, brand image, brand quality, and brand awareness). The research problem was defined in the main question, which is (to what extent does influencer marketing through social media contribute to brand enhancement) from the perspective of university students in the northern region/Iraq. The research relied on the descriptive analytical approach to describe the variables and analyze their hypotheses using the statistical package program (SPSS-V.26). The questionnaire form was prepared to collect data related to the study variables. The (five-point Likert) method was used to measure the respondents’ response. It included (57) statements, including (7) statements related to the personal data of the respondents, and (50) statements related to the study variables and their dimensions. (670) questionnaires were distributed directly to the members of the community, although the minimum sample size suitable for this study is (407) questionnaires. However, to obtain the required accuracy in the results of the structural equation modeling applied through the program (AMOS-V.24), the researchers distributed a larger number of questionnaires, and the number of those valid for analysis reached (647). The study reached several conclusions, including a direct and significant effect of influencer marketing on social media on branding, including an individual effect for each dimension of influencer marketing on each dimension of branding, as indicated by correlation coefficients, all of which were positive. The study recommended that telecommunications companies adopt influencer marketing on social media as a strategic tool to enhance their brands and promote their services, by focusing on the key dimensions of this type of marketing and by carefully selecting influencers to achieve the company's goals and marketing message.