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College of Business and Finance
Postgraduate Council (PGC)
MBA Program
Analyzing the Influence of Social Media Influencers on
Consumer Purchase Intention in Bahraini E-Commerce
Student Name
Habib Ali Al-Abbas
ID: 202310412
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Introduction
Background of the study
Brands communicate differently with their target audience thanks to social media and other
online channels. Marketers have new chances and challenges due to the drastic changes in
consumer behavior of e-commerce platforms. Alongside these changes, social media influencers
have become essential in digital advertising. These influencers’ massive follower networks, highquality sponsored content, and endorsement partnerships give them disproportionate control over
viewers’ purchases. Bahrain, an island nation in the Arabian Gulf, has seen incredible
technological and digital advances in recent years. Many Americans under 30 are highly involved
online. Bahraini firms, local and foreign, have embraced online trade. Bahraini businesses need
the Internet to reach clients and develop. Social media platforms, like online marketplaces, allow
product advertising, customer interaction, and brand loyalty (Jibril et al., 2019). Influencer
marketing, which uses influential social media users’ popularity and trustworthiness to promote
products, gives Bahraini businesses an excellent opportunity to advertise. Internet shopping is
quick and accessible; Bahrain’s e-commerce business has grown. Customers may now browse a
huge selection and buy with a click without leaving home. This is due to online buying. This shift
in consumer behavior has led Bahraini enterprises to prioritize online communication and the
customer experience in their digital marketing efforts.
Successful Bahraini business owners are tech-savvy and know consumer behavior and
marketing. Understanding client behavior and creating efficient marketing strategies are essential
in this fast-paced digital world. People can interact with companies and each other differently on
social media. Therefore, Bahrain’s fast-growing e-commerce enterprises need them. The need for
social media influencer marketing client purchase studies is clear. Internet use increased in Bahrain
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in the early 2000s, driving online shopping. Poor internet infrastructure and customer fear about
online shopping slowed e-commerce. After the government improved its IT infrastructure and
payment systems, Bahrain’s e-commerce boomed (Zhao, 2023). Bahrainis buy and sell online due
to rising internet usage and trust. The intricate relationship between customer tastes, technology,
and marketing in Bahrain’s online commerce industry was shown. Thus, the growing power of
social media influencers in affecting these people’s opinions and actions cannot be ignored. In
Bahrain’s competitive e-commerce market, influencers use their reputation, reliability, and
demographic appeal to influence customer choices and brand engagement. To flourish in the
digital economy, Bahraini enterprises must evaluate consumer behavior and utilize inventive
marketing despite technological advances.
The government’s backing of innovation and entrepreneurship has increased Bahrain’s
internet shopping. Bahrain’s Economic Development Board (EDB) and strict online transaction
limitations have increased customers’ trust in online marketplaces. Social media has impacted
digital marketing. Influencers on Instagram, YouTube, and Snapchat are prominent persons with
large followings. Over time, they have become trusted corporate-customer mediators. Unlike
superstars, influencers show networks around shared interests, skills, or passions. They can build
strong client ties this way. Bahrain’s hotel, health and wellness, retail, and beauty industries rely
on social media influencers. Followers turn to real influencers who post easily consumable content
for trustworthy advice on clothing and home products. Companies are increasingly partnering with
celebrities to promote their products to influencers and boost sales. Bahrain has made great strides
in digital thanks to its influencer marketing approach, burgeoning e-commerce business, and
collaborative government projects. Online purchasing has grown due to the ecosystem that allows
influencers to influence customer behavior (Chopra et al., 2020). Another cause is government
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support for innovation and entrepreneurship. Bahrain’s digital economy will benefit from
digitalization, entrepreneurship, e-commerce, influencer marketing, and government backing.
Research gap
Bahrain stands out in social media influencer marketing studies on online buying.
Influencer marketing processes have been better understood thanks to studies in other industries.
However, it is uncertain if they can be applied to Bahrain’s socio-cultural and economic context.
Tailored, locally relevant research is needed to fill this knowledge vacuum and provide data to
Bahrain’s e-commerce enterprises. The lack of data on Bahraini consumers’ views on sponsored
content and social media influencers contributes to this information gap. Previous studies have
oversimplified client preferences and opinions in Bahrain despite social mores and cultural
differences influencing consumer behavior. Understanding why Bahraini consumers want
influencer-generated content is crucial to creating tactics that fit their needs. Bahrain’s influencer
marketing laws must also be examined. While drawing from other legal systems, Bahrain’s laws
must consider its specific demands. The only way to start ethical influencer marketing is this.
Bahraini influencer marketing strategies may fail if faulty determination and regulatory violations
undermine client trust.
Influencer marketing has been successful, but its effects on customer buying behavior are
uncertain. Bahrain’s influencer marketing is new. Anecdotes imply that social media personalities
affect customer decisions, but empirical research is weak. Qualitative and quantitative studies on
how influencers win consumers’ trust and how their content affects their purchases are needed
now. Quantitative research is required to determine how influencer content affects buying.
Bahraini academics can evaluate influencer marketing by tracking consumer purchasing decisions
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and influencer engagement indicators. Longitudinal consumer behaviour research can explain
customer conversion rates and influencer-driven purchase intents.
Understanding influencer authenticity and trustworthiness requires qualitative research.
Focus groups, in-depth interviews, and influencer analysis can indicate their large followings and
followers’ trust in their product and service recommendations. Influencer loyalty is maintained by
social identity and parasocial interaction, which marketers should research. Businesses could better
understand consumers’ spending habits with this data. Qualitative and quantitative research could
improve Bahraini influencer marketing. This study shows that influencers alter consumer
behaviour, enabling Bahraini influencer marketing to adapt to the digital age.
Influencer marketing campaign success studies are scarce in Bahrain’s ever-changing
marketing scene. You must understand influencer-brand interactions to optimise this new
marketing approach. Brand alignment, authenticity, and influencer reliability are among these
factors. Bahrain’s e-commerce enterprises should remember these details for the best marketing
outcomes. The complex relationship between cultural norms, religious beliefs, and social
aspirations may explain how people react to influencer-generated content. Marketers entering
Bahrain should understand cultural differences that affect customer choices. Understanding how
context impacts consumer behaviour can help businesses identify and use influencers. This would
immediately benefit Bahrain’s competitive market enterprises and is a great idea. Regional research
data allows companies to adapt to Bahrain’s culture. They build brand loyalty through market
share, customer trust, and affinities. This research aims to fill Bahrain’s influencer marketing
knowledge gap. This tool analyses all the details so firms can expect data-driven influencer
marketing campaign improvements. Businesses and academic institutions will collaborate to boost
influencer marketing in Bahrain. Companies in the digital economy will benefit.
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Objective:
To investigate the impact of social media influencers on consumer purchase intention in Bahraini
e-commerce.
Question:
What is the role of social media influencers in shaping consumer purchase intention in Bahrain’s
e-commerce sector?
Purpose of the Study:
This study fills a gap in the academic literature by studying Bahrain’s unique market.
Bahrain’s e-commerce and SM sectors need social media influencers. The research examines this
environment to help corporations, marketers, and regulators enhance influencer marketing. This
mixed-methods study investigated quantitative and qualitative data. Bahrain’s cultural and
economic context is analysed to understand what promotes influencer-consumer connections. To
help Bahrain’s e-commerce industry, the study examines influencer marketing campaign success
factors. This project seeks to expand the scholarly understanding of influencer marketing dynamics
and provide practical ways to boost consumer engagement and corporate performance in Bahrain’s
online marketplace. This study illuminates the intricate relationship between social media
influencers and consumer behaviour using theoretical frameworks and statistics. It enhances
subject knowledge. Many of Bahrain’s successful e-commerce companies may be affected by the
study. Bahraini businesses should employ influencer marketing to increase local involvement,
brand loyalty, and competition. This research will help Bahraini decision-makers and businesses
monitor the dynamic influencer marketing landscape, promoting long-term digital economy
growth and innovation.
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Literature review
Introduction to Influencer Marketing
Digital marketing has recently innovated by using famous personalities to reach that group. This
literary studies section investigates influencer marketing’s role in online commerce and digital
development to provide a more complete picture. Companies employ influencer marketing to
promote their products by partnering with influential online users. They promote companies
through sponsored posts, product reviews, collaborations, and more, using their knowledge,
relatability, and genuineness. People call them influencers.
Influencer marketing relies on real connections between influencers and their followers to boost
brand messaging and customer trust. Marketing using famous people works better than other
methods because people trust people they know and like. When influencers and businesses
collaborate, everyone wins. Influencers can help advertisers reach more individuals and have
meaningful conversations with their target demographic (Campbell & Farrell, 2020). Partnerships
with notable people who share their values can help businesses reach existing
communities. Influencer marketing is essential because it changes brand-online audience
dynamics. In the competitive e-commerce market, genuine connections, relatability, and
authenticity promote exposure, involvement, and revenue.
Evolution of Influencer Marketing in the Digital Age
Influencer marketing was inspired by the idea that famous people with significant social
media followings may influence their followers’ purchases. Brands used to partner with
celebrities to market their products. Video-editing tools on Instagram, TikTok, and YouTube
have created a new generation of influencers. Instead of traditional approaches, their engaging
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online content and vibrant communities around certain hobbies or specialisations catapulted
them to success. These tiny but strong micro and nano influencers are excellent at customer
contact and brand promotion. Engagement and conversion rates skyrocketed because their
followers trusted and approached them more than traditional celebrities (Malmén, 2019).
Marketers prioritised connecting with micro and nano influencers because of their authentic and
distinctive content. Influencer marketing expanded to include other material and collaborations
as social media platforms evolved. Social media stars’ enormous followings and influence can be
used for influencer marketing, sponsored posts, influencer-hosted events, affiliate marketing, and
sponsored ambassadorships. Thanks to apps like TikTok, marketing to younger audiences with
shorter videos is easier than ever.
Famous people appear in more marketing efforts as buyers demand honesty from
companies. Celebrities and famous people who uphold the company’s values can help brands
connect with their audience and inspire loyalty. With the rise of influencer marketing platforms
and agencies, marketers can easily find, evaluate, and work with relevant influencers.
Importance of Influencer Marketing in E-Commerce
Influencer marketing has become increasingly important in the changing e-commerce industry to
reach customers and influence their purchases. As the digital economy grows, people look to
social media influencers for advice and recognition (Gómez, 2019). They navigate the enormous
online marketplace using these influencers’ advice, reviews, and hand-picked content. These
influencers are unsurpassed at telling authentic, personalised stories that change their followers’
minds.
Influencer marketing, beyond consumer effect, may help advertisers reach their target audiences
more efficiently and cheaply. When brands partner with influencers whose audiences share their
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interests and demographics, they may reach more customers and establish loyalty. This laser-like
technology optimises advertising spending by targeting consumers who enjoy the brand’s values
and products.
Influencer collaborations work better than traditional promotions because they humanise
companies. Influencers help organisations and customers form lasting relationships by being
themselves and sharing real stories. This method encourages customers to become brand
champions and repeat buyers in the competitive online shopping market. Influencer marketing
builds loyal customers through genuine connection-building and emotional appeals.
Modern online stores should use influencer marketing. It provides several options for
organisations to boost online sales, consumer interaction, and brand visibility. Companies must
understand influencers and their tremendous impact on customer behaviour to succeed in the
ever-changing world of online shopping. Marketing tactics that involve famous users may help
companies navigate the digital world. Businesses should use actual narrative and communitydriven advocacy to build client loyalty and achieve exceptional e-commerce success.
2. Theoretical Frameworks in Influencer Marketing
Influencer marketing is rooted in consumer behaviour, social psychology, and
communication studies. Influencer marketing theories can assist us in evaluating their
efficacy. Social psychology-based theories of social influence assist in explaining how
influencers affect customers. Social proof, presented by Robert Cialdini, underpins influencer
marketing. Social science studies show that when people are unsure what to do or confused, they
copy others (Macavei & Saleh, 2021). In influencer marketing, followers replicate influencers’
behaviour and purchases if they agree. Because followers trust celebrities, this happens.
Influencer marketing also depends on trustworthiness and position. Because their followers trust
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and rely on them, knowledgeable, trustworthy, and honest influencers influence their purchases.
Famous people are more likely to be followed as experts since their advice is trusted.
Influencer marketing requires a thorough understanding of human behaviour. Consumer
behaviour theories help marketers understand how influencers affect customers’ decisions.
Example: Prominent people use content and recommendations to impact their followers’ attitudes
and preferences. According to the elaboration likelihood model, engaged and enthusiastic
followers understand influencers’ information better.
How communication theories illuminate influencer-brand partnerships and content development.
The uses and gratifications theory describes how influencers’ audiences utilise their content for
leisure, education, and social integration. Communication studies on persuasion can help
marketers create influencer programs that reach their target audience and meet their goals.
Influencer marketing uses social influence, customer behaviour, and communication ideas.
Marketers may be able to improve influencer techniques to influence customer decisions,
increase brand trust, and captivate audiences by merging data from several sources.
Consumer Behavior Theories
Consumer behaviour study uses many theoretical frameworks to describe complex consumer
decision-making, notably in influencer marketing. Icek Ajzen’s Theory of Planned Behavior is
one. TPB defines behavioural intents as attitude, perceived control, and subjective norms. The
influencer marketing paradigm asserts that followers’ business and product recommendations
substantially affect consumers. Endorsements influence customer views and purchases. TAM,
another critical theoretical framework, forecasts how consumers react to new technology like
social media and e-commerce platforms. TAM says a simple, well-designed interface makes
users more inclined to utilise a device. Influencer marketing relies on online brand-consumer
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interactions. Online advocates for companies and products indirectly affect customers’ views of
e-commerce platforms and websites’ usability. The elaboration likelihood model explains how
buyers perceive persuasive messages. ELM classifies information processing as central or
peripheral. Influencer marketing affects consumers differently: those who follow charm or
beauty and those who probe deeper. Influencer marketing ideas like the Elaboration Likelihood
Model, Theory of Planned Behavior, and Technology Acceptance Model guide customer
choices. Learning mental processes helps marketers design persuasive influencer marketing
tactics.
Psychological Perspectives on Influencer Marketing
Psychological research reveals influencer-consumer relationships. Horton and Wohl
suggested parasocial interaction. Solid affection for media characters, especially those with large
social media followings, can lead to prejudice. Customers who engage with influencer content
create parasocial bonds. These relationships significantly affect consumer purchasing.
Identification Theory says humans act essentially on morals. Berne-Manero and Marzo-Navarro
(2020) suggest that influencer marketing works best with people who share interests, values, and
ambitions because others will follow them. This highlights how influential people can impact
aspirational consumer purchases.
Consumer behaviour, social psychology, and communication theories highlight
influencer marketing. This theoretical framework can help researchers and industry professionals
understand how influencers affect customers’ thoughts, attitudes, and behaviours in the everchanging digital marketing world (Lou & Yuan, 2019). Finally, psychological theories elucidate
influencer-customer relationships. Identification and Parasocial Interaction Theories have
exposed influencers’ persuasive power and influencer-consumer interactions. Technology-driven
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marketers can use this data to improve customer acquisition and retention efforts.
3. The Role of Social Media Influencers in Consumer Decision Making
The research found that social media influencers influence customer preferences. Influencers’
effects on consumer behaviour, how they engage with consumers, and how customers evaluate
their reliability and trustworthiness are all studied.
The recent years’ explosion of studies on social media influencers’ effects on customer behaviour
shows the growing importance of influencer marketing online. These studies use content
analysis, questionnaires, and experiments to understand how influencer recommendations and
endorsements affect their audiences’ attitudes, intentions, and buying behaviour.
According to research, consumer exposure to influencer content increases brand recognition, buy
intents, and purchase behaviour. Nguyen (2021) states that prominent endorsements affect
customers’ brand perceptions and product purchases. Hughes et al. (2019) observed that fashion
influencer endorsements improved customer engagement and purchase likelihood.
A variety of factors affect influencer marketing campaign success. These include endorsement
credibility, audience relevance, and influencer fame. Due to the complex relationship between
influencers and customers, some studies show the benefits of influencer marketing, while others
show the opposite.
Researchers are revealing how social media influencers influence customers’ decisions by
studying influencer-consumer connections. Marketers should consider These results by
implementing influencer marketing to increase brand exposure, customer engagement, and
course comprehension.
Factors Influencing Consumer Trust and Credibility Towards Influencers
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Consumer trust in influencers is crucial to influencer marketing efforts. Customers value
competence, relatability, honesty, and sincerity more when assessing an influencer’s reputation.
According to research, many followers believe and follow potent people in their fields. Famous
people are thought to have significant knowledge of what they discuss, supporting their
perspectives. Being honest helps retain audience trust. You may do this by being honest about
sponsored material and partnerships. Influencers who are honest about their connections and tell
it like it is more trusted and recognisable.
Customers’ views of influencers depend on their relatability. Social media influencers who are
honest and straightforward to contact are more likely to be believed when they share their
opinions, habits, and experiences. Marketers should assess audience appeal before working with
an influencer.
Influencers clearly influence their target consumers’ behaviour due to the strong association
between credibility, trust, and influencer marketing. Influencers need knowledge, sincerity,
honesty, and relatability to build trust and loyalty. Strategies with influencers with large target
market followings can help companies. Partnerships may increase consumer participation, trust,
and brand exposure.
No one can ignore the importance of reputation management and consumer trust in influencer
marketing in today’s fast-paced industry. Influencers can become trusted industry experts by
being approachable, honest, and transparent. Thus, influencer marketing strategies may yield
better and more quantifiable financial results for companies.
Mechanisms Underlying Influencer-Consumer Relationships
In the fast-paced world of digital marketing, influencer marketing relies on long-term
relationships with followers. This complex relationship requires participation, relatability, and
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authenticity. Influencer marketing requires honesty. Modern consumers value honest, transparent
influencer communication. Regularly posting authentic material and engaging with followers
builds influencer credibility. Genuine communication and storytelling may help influencers
strengthen relationships with their followers and boost marketing campaigns (Atiq et al., 2022).
Relatability is critical to influencer-audience relationships. Relevant influencers with comparable
interests, objectives, and opinions are likelier to attract their audience. Influencers can develop
enduring relationships and promote customer engagement by genuinely connecting with their
audience and fostering two-way communication. Influencers may enhance marketing efficiency
and build devoted fans by getting to know their audience. Social media influencers influence
customers with authenticity, relatability, and openness. Marketers should examine influencerconsumer interactions to reach better their target demographic (Mishra & Ashfaq, 2023). In the
dynamic world of digital marketing, brands can achieve focused results and make quick, precise
decisions by capitalising on influencers’ genuineness, relatability, and engagement.
4. Cultural Factors and Influencer Marketing
Culture strongly influences customer response to influencer marketing activities. These
traits also affect influencer content distribution. Cultural diversity is seen in the contrast between
individualistic and collectivist nations. Marketers target consumers in individualistic societies
that value uniqueness and self-expression by promoting influencers’ accomplishments and
objectives. These methods may appeal to customers who want to express themselves. In
collectivistic countries, where social cohesiveness and compliance are valued, consumers
respond favourably to influencer content that promotes communal goals and a sense of social
belonging.
Individualistic consumers are more responsive to influencer marketing initiatives that promote
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personal choice and expression, supporting these arguments. Media that emphasises pleasure and
community resonates with collectivists. This contradiction emphasises the importance of
marketers customising their persuasion to the target market’s beliefs and traditions (Darmody &
Zwick, 2020). Case studies help explain how culture affects influencer marketing. Commercials
emphasising autonomy and accomplishment may do better in Western European and American
markets, where individualism is valued. Influencer commercials that promote social harmony
and cultural consensus may be more prevalent in collectivistic countries like Japan and South
Korea.
Culture is also essential when choosing influences. Marketers should evaluate if their influencers
share their target demographic’s beliefs to ensure their messaging resonates (Leung et al., 2022).
Leaders who fit their followers’ culture gain trust and loyalty. Therefore, influencer marketing
initiatives work better. Cultural factors influence influencer selection and content generation,
which affects customer response to influencer marketing. Understanding and capitalising on
cultural differences allows marketers to create ethnic-specific influencer programs that boost
brand engagement and loyalty.
Influence of Cultural Norms and Values
Cultural norms and values influence influencer selection and content creation, especially
in nations with large consumer populations. Influencers must understand cultural norms,
expectations, and sensitivities to build trust and connect with their audience. Due to cultural
values of modesty and appropriateness, conservative influencers must limit their conduct, looks,
and content. In liberal countries that emphasise free speech and personal expression, influencers
try more content and cover more ground.
Cultural standards around authority, hierarchy, and elder deference shape influencer coalitions.
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Influential people in hierarchical countries can influence their followers. Egalitarian settings
promote diversity and inclusion, question power dynamics, and celebrate equality, which
deepens influencer-audience relationships. Influencers must respect cultural variations to succeed
in multiple fields. If this does not happen, brand partnerships, reputations, and viewers may
suffer. Influential people and businesses should invest in cultural research and adapt. Influential
personalities often form multinational partnerships to grow their audience and following
(Ranasinghe et al., 2020). Collaboration between cultural influencers improves research,
understanding, and content. Finally, cultural conventions and beliefs profoundly impact
influencer marketing. In today’s global economy, culturally aware, adaptive, and audiencefocused influencers win. Integrating ethnic diversity into influencer strategies helps enhance
audience bonds and drive deeper involvement.
5. Effectiveness of Influencer Marketing in E-Commerce
This literature study investigates how influencer marketing affects e-commerce sales. The
study contrasts influencer marketing with traditional advertising in online commerce. ROI
measurements for influencer marketing are also widespread.
Value of Quantitative Research Evaluation
Much quantitative research has explored influencer marketing’s ability to boost online
sales and buy intent. These studies use experimental designs or longitudinal data to examine how
influencer endorsements and sponsored content affect website traffic, conversion rates, and
income.
Fashion influencer marketing affects client spending. The study’s experimental design
was a random assignment. The study indicated that influencer endorsements increased in-store
and online sales over the control group. Employed econometric models to determine if influencer
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marketing enhances or lowers online sales. These models assessed seasonality, competition, and
marketing spending. Studies show that influencer marketing investment improves online store
KPIs.
ROI methods and criteria
Tying influencer activity to monetary gains makes it challenging to estimate influencer
marketing ROI. There is no standard way to quantify influencer marketing campaign
effectiveness.
Likes, comments, shares, and click-through rates are engagement measures; rates,
average order value, and customer lifetime value are conversion indicators. Attribution models
and tracking technologies let marketers track customers from influencer discovery to purchase.
They now understand how influencers boost bank accounts.
ROI calculations range from simple cost-benefit evaluations to complex econometric
models considering several customer behaviour factors. New digital tracking and analytics tools
enable marketers to evaluate influencer marketing ROI and change strategy. This is true despite
data source limitations and attribution bias.
Comparing Traditional and Online Ads Research on influencer marketing’s costeffectiveness vs standard web advertising has conflicting outcomes. Influencer marketing offers
authenticity, interactivity, specialised content, and audience segmentation. Many people see
newspaper, radio, and TV commercials. Influencer marketing provides advantages in each
category. Wangshu and Guanhua (2020) found that influencer marketing enhanced brand
relationships and engagement more than traditional advertising. Generation Y suffered the most
because they followed authority. Some studies demonstrate that conventional advertising can
reach a broad audience and leave a lasting impression despite its higher cost per impression.
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Influencer marketing may increase sales by influencing customer purchases. It
powerfully shapes online trade. Marketers can improve their competitive e-commerce strategy by
evaluating influencer marketing ROI with the correct data and method.
Challenges and Ethical Considerations in Influencer Marketing
This literature review examines the most common influencer marketing challenges for
influencers and corporations. Being transparent, honest, and straightforward presents ethical
problems that are culturally being studied. Laws and policies that influencer marketing
businesses must follow are also examined. All industry participants will be held to the highest
ethical and legal standards if our efforts succeed.
Common influencer marketing issues:
Influencer marketing operations have many hurdles, from practical to ethical, logistical, and
strategic (Richey et al., 2023). Some hurdles are far more complex than others. Finding and hiring
influencers that match the marketing strategy’s goals, the target audience’s interests, and the
company’s beliefs might be problematic. Because there are so many influencers across many
platforms and genres, companies must ensure their connections with them are genuine and
mutually beneficial. Influencers are in many settings, which explains this.
Influencer connections and expectations are even more complex due to influencers’ diverse
audiences, material tastes, and financial ties to competing businesses. Regular communication is
critical to long-term collaborations.
Linking influencer actions to sales and other conversion indicators may be difficult, making
influencer marketing ROI estimates difficult. Marketers can determine how influencer
endorsements affect KPIs like website traffic, conversion rates, and revenue using modern
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monitoring tools, attribution models, and analytics databases. They must do this to assess
influencer recommendations.
Ethical Issues in Influencer Marketing
Ethics affect candour, openness, and transparency in influencer marketing. Sponsored
content and paid endorsements have boosted consumer expectations that firms and influencers
will be more transparent.
The lack of sponsored content disclosure guidelines in influencer marketing is an ethical issue.
Clients lose trust after repeatedly hearing that influencers do not disclose enough sponsored
contract details. This fuels concerns about misleading advertising.
Influencer marketing requires honesty and sincerity because followers expect leaders to
communicate (Ki et al., 2020). Influencers who buy followers, inflate engagement stats or promote
issues they do not believe in can lose audience trust and money.
Terms & Conditions Compliance Guidelines
Regulatory bodies and trade associations have set standards for influencer marketing
transparency. For instance, the US Federal Trade Commission (FTC) requires influencers to
disclose and highlight sponsored firm ties. We do this to avoid confusing our clients.
Instagram, YouTube, and other social media platforms have guidelines and tools to flag
sponsored content. Promotional material, disclosure hashtags, and sponsored partnership labels
are among them. Businesses and marketers hope these tactics will make influencer marketing
more transparent, ethical, and honest.
Influencer marketing has raised ethical issues that must be addressed urgently. These include
honesty, openness, and tactics and strategy issues. Influencers and businesses in competitive
influencer marketing must be honest with consumers while following industry norms and laws to
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develop credibility, trust, and long-term value.
6. Influencer Marketing in the Middle Eastern Context
Influencer marketing is popular in the Middle East due to its young population, strong
social media use, and rapidly changing digital landscape. This section summarises Middle
Eastern influencer marketing, focusing on GCC research and studies. Cultural and environmental
factors are evaluated because they may affect the establishment’s connections with consumers
and influencers.
A complete approach to influencer marketing
Influencer marketing has skyrocketed in the Middle East, and businesses are jumping on board.
Many Middle Easterners utilise Instagram, Snapchat, YouTube, and others. These sites are great
for influencer collaboration.
Middle Eastern influences are found in fashion, beauty, tourism, lifestyle, and gastronomy. Due
to their large fan bases and tremendous audience power, they make great partners for businesses
trying to boost sales, brand recognition, and engagement.
A Closer Look at GCC Members
Most GCC research has focused on consumer trends and influencer marketing. This research
illuminated industry influencer-user dynamics.
Influencer marketing on Qatari customers was studied by Al-Sulaiti et al. 2020. Trustworthiness,
cultural relevance, and influencer material were study priorities. Two Saudi and UAE studies
examined influencer marketing’s effectiveness, according to Al-Sulaiti and Obeid (2021). These
studies reveal customer preferences and purchase habits.
Cultural and Contextual Factors
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Middle Eastern influencer-consumer relationships are influenced by many cultural and
contextual factors. Cultural characteristics like hospitality, traditions, and family affect
customers’ opinions of influencer content. Religion, customs, and other factors determine what is
permissible to watch. The Middle Eastern market is diverse in language and culture because
Middle Eastern influencers reach audiences worldwide. Influencers must master cultural and
linguistic differences to engage with their consumers.
Current State of E-Commerce in Bahrain
Online shopping in Bahrain is popular for several reasons. The country’s growing internet
usage, smartphone use, and government digitalization and entrepreneurship programs are factors.
Bahrain’s e-commerce market’s current position, trends, and future possibilities are examined in
this article. It also details government strategies and measures to promote growth. It also
discusses the pros and cons of Bahraini online stores. Technology, client preferences, and more
dependable online payment methods have helped Bahrain’s e-commerce company flourish.
According to a survey, Bahrain’s e-commerce business will rise due to rising demand for online
shopping and a wider product selection.
Government Initiatives and Policies
The Bahraini government has taken proactive measures to support and stimulate ecommerce development in the country. Initiatives such as the Bahrain Economic Vision 2030
and the National eGovernment Strategy aim to promote digital transformation, foster innovation,
and enhance the competitiveness of Bahrain’s economy.
Moreover, regulatory frameworks and policies governing e-commerce activities have
been introduced to ensure consumer protection, data privacy, and fair competition in the digital
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marketplace. These initiatives create a conducive environment for e-commerce businesses to
thrive and contribute to Bahrain’s economic diversification efforts.
Challenges and Opportunities
Despite promising growth, Bahraini e-commerce enterprises suffer logistical difficulties,
payment processing issues, and rivalry from brick-and-mortar stores. Online consumer trust and
confidence are crucial, stressing the need for strong cybersecurity and open corporate
procedures.
E-commerce enterprises in Bahrain also benefit from a young, tech-savvy populace,
strategic location, and government encouragement for digital entrepreneurship. E-commerce
companies may capitalize on Bahrain’s burgeoning digital market and boost its economy by
seizing these opportunities and addressing critical concerns.
Conclusion
The literature review has provided valuable insights into the role of influencer marketing
in Bahraini e-commerce and the challenges and opportunities inherent in this dynamic landscape.
Here, we summarise the key findings, implications for theory and practice, and recommendations
for future research directions.
Summary of Key Findings

Influencer marketing is essential for e-commerce and consumer behaviour in Bahrain.
According to overwhelming research, influencer marketing increases brand awareness,
customer participation, and purchase decisions. Despite the lack of empirical studies on
Bahrain, this is valid.
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Social norms, religious beliefs, and language diversity define influencer-customer
communication in Bahrain. Researching these attributes can help you create influencer
marketing strategies that appeal to Bahraini consumers.

Bahrain’s high internet and smartphone penetration and government attempts to promote
innovation and digitalisation may explain its strong growth in online shopping. While ecommerce has grown, it faces challenges like more extended payment processing, poor
logistics, and competition from brick-and-mortar retailers.
Implications for Theory and Practice
The findings have several implications for both theoretical understanding and practical
application:

Influencer marketing can be understood using consumer behaviour, social psychology, and
communication studies theories. Scholars can bridge theoretical gaps and better comprehend
influencer-consumer dynamics using these models.

The study’s findings may help experts create culturally appropriate material for Bahraini
influencer marketing efforts. Bahraini companies can get an online sales advantage by
understanding cultural subtleties and contextual factors that affect influencer-customer
connections.
Recommendations for Future Research Directions
Building on the insights gleaned from the literature review, several avenues for future
research emerge:
Bahraini empirical research is needed to determine how influencer marketing affects ecommerce. The impact of influencer endorsements on website traffic, conversion rates, and
purchases can define the ROI of influencer marketing efforts in Bahraini e-commerce.
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More research is needed to understand how cultural and environmental factors affect influencercustomer relationships in Bahrain. Qualitative research on how customers feel, think, and act in
reaction to influencer content can help us learn how different demographics react to influencer
marketing. Researching influencer marketing’s impact on Bahrain’s e-commerce growth may
reveal new digital opportunities, threats, and trends.
Finally, the literature analysis stresses the importance of influencer marketing for Bahraini ecommerce and the need for more research to improve our understanding, operational methods,
and innovation. Academics and professionals from Bahrain and worldwide may shape ecommerce and influencer marketing by solving knowledge gaps and investigating new topics.
Methodology
This mixed-methods study examines Bahraini internet purchase and influencer
marketing. This study examines Bahraini e-commerce companies’ potential, problems, and
effectiveness of influencer marketing. This will be done using qualitative and quantitative
methods.
How to Conduct Qualitative Research
Bahraini culture and circumstances shape influencer-consumer relationships. This study will
explore the topic using focus groups and semi-structured interviews. Participants will be selected
using purposive sampling to ensure a diverse gender, age, socioeconomic level, and geography.
Semi-structured interviews will include e-commerce professionals, marketers, influencers, and
end consumers. The participants discussed influencer marketing, content, cultural aspects of
influencer-customer interactions, and consumer views of influencer reliability and
trustworthiness.
By doing focus groups, we may better understand Bahraini influencer marketing attitudes,
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assumptions, and experiences. This moderated discussion will review influencers’ favourite
things, how they affect consumers’ purchases and influencer marketing’s effectiveness.
Thematic analysis will find themes, relationships, and repeated patterns in qualitative data. By
merging focus group and interview data, we can better comprehend Bahraini e-commerce
influencer-consumer dynamics.
Quantitative Research
This study uses quantitative surveys and data analytics to evaluate influencer marketing in
Bahrain and customer reactions to influencer content. We collected quantitative data from a
varied Bahraini clientele using this survey.
The survey covers demographics, social media use, influencer marketing, influencer-influenced
purchases, and authenticity and trustworthiness. Regression, correlation, and descriptive statistics
will analyse survey data for patterns and relationships.
We will analyse website traffic, conversion rates, and sales using data analytics to see how
influencer marketing initiatives affect e-commerce results. This study showed that influencer
marketing works in Bahraini e-commerce and analysed its impact on customer behaviour using
quantitative data analysis.
Ethics will be a primary emphasis throughout the research process. We will respect participants’
privacy and obtain informed permission. They will not be punished for leaving the study. Data
security and preventing unauthorised access to personally identifiable information will be
prioritised during the inquiry.
Limitations
Despite its limitations, the study seeks to illuminate Bahraini online retail influencer marketing.
Due to participant recruitment sample bias, the results may not be helpful. Self-reporting bias can
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skew survey results on sensitive topics like influencer-influenced shopping behaviour. The
dynamic nature of online advertising and retail is the final barrier to real-time data collection.
Despite these limitations, the study seeks to illuminate Bahrain’s influencer marketing and online
commerce. To help academics, politicians, and advertising professionals understand how digital
marketing is changing the industry, it aims to provide informed data.
Timeline
Time
Frame
Work Plan
Conduct literature review on influencer marketing, e-commerce trends, and Bahraini consumer
Month 1
behavior. Refine research methodology.
Begin qualitative data collection via interviews and focus groups with key stakeholders in Bahrain.
Month 2
Develop survey instrument.
Continue qualitative data collection. Finalize survey instrument based on pilot testing. Prepare for
Month 3
quantitative data collection.
Distribute surveys to Bahraini consumers. Collect digital marketing metrics from e-commerce
Month 4
platforms.
1
Analyzing the Influence of Social Media Influencers on Consumer Purchase
Intention in Bahraini E-Commerce
Student name
Institution
Course
Instructor
Date
2
Acknowledgement
My sincerest thanks to everyone who helped this study succeed. I appreciate
[Supervisor’s Name]’s guidance and assistance during my education. She has given many astute
criticisms, encouraging remarks, and useful advice. They helped me graduate with their support
and counsel.
Participants’ kind time, intelligent comments, and life experiences helped me gather data
for this study. They have my lifelong gratitude. Their attention to our interviews, focus groups,
and surveys confirmed our conclusions.
I completed a lot of this project because to [Name of Organization/Institution]. We can
accelerate the study by better using [Name of Organization/Institution]’s resources,
institutional support, and facilities.
When I was studying, everyone was willing to listen, advise, or criticize. Their
informative comments and lively discussion improved my research and understanding.
Additionally, I want to thank my family for always supporting me.
Everyone who contributed to this study, research participants or not, deserves my
sincerest gratitude. Your help and involvement were appreciated.
This study would not have been possible without the above organizations and people.
Your constant support and dedication throughout our journey are unmatched.
3
Abstract:
This study examines how Bahraini social media influencers affect online shopping, a
booming business. We want to know how Bahrain’s e-commerce social media stars affect online
shopping. Bahrain’s e-commerce and social media penetration is increasing and attracting global
attention. Therefore, socio-cultural and economic variables must be considered when assessing
social media influencers. This mixed-methods study used quantitative surveys and qualitative
interviews to fill research gaps. A quantitative analysis will examine Bahraini consumers’
perceptions of social media influencers and purchase intention. To understand Bahrain’s ecommerce influencer marketing, we qualitatively interviewed customers and social media
influencers.
The study’s findings target academics, corporate leaders, and politicians. Understanding
social media influencer marketing may help Bahraini businesses grow their customer base, online
presence, and advertising efforts. The study’s findings can help Bahrain’s e-commerce industry
create ethical influencer marketing standards. The government and businesses in Bahrain can profit
from this study because it illuminates social media influencer marketing in the e-commerce sector.
This study illustrates Bahrain’s burgeoning digital economy by revealing how social media
influencers affect consumers’ purchasing decisions.
4
Table of Contents
Acknowledgement ……………………………………………………………………………………………….. 2
Abstract: ……………………………………………………………………………………………………………… 3
Chapter One Introduction ……………………………………………………………………………………… 6
Introduction …………………………………………………………………………………………………………. 7
Background of the study ……………………………………………………………………………………. 7
Research gap ……………………………………………………………………………………………………. 9
Objective:……………………………………………………………………………………………………. 11
Question: …………………………………………………………………………………………………….. 11
Purpose of the Study: ………………………………………………………………………………………. 11
Chapter Two Literature review …………………………………………………………………………….. 13
Literature review ………………………………………………………………………………………………… 14
Introduction to Influencer Marketing …………………………………………………………………. 14
4. Cultural Factors and Influencer Marketing ……………………………………………………… 21
ROI methods and criteria ………………………………………………………………………………. 24
Challenges and Ethical Considerations in Influencer Marketing ………………………… 25
Ethical Issues in Influencer Marketing ……………………………………………………………. 26
Challenges and Opportunities ………………………………………………………………………… 29
Conclusion ………………………………………………………………………………………………….. 29
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Chapter Three Methodology ………………………………………………………………………………… 32
Methodology ……………………………………………………………………………………………………… 33
Conclusion ………………………………………………………………………………………………….. 35
Interview Guide: Exploring Influencer Marketing in Bahraini E-Commerce ………….. 37
Introduction: ……………………………………………………………………………………………….. 37
Chapter 4 Data Analysis ……………………………………………………………………………………… 40
Chapter 4 Data Analysis ……………………………………………………………………………………… 41
Introduction ……………………………………………………………………………………………………. 41
4.1. Qualitative Data Analysis…………………………………………………………………………… 42
4.1.1. Thematic Analysis of Interviews and Focus Groups ………………………………… 42
4.1.3. Discussion of Qualitative Findings………………………………………………………… 45
4.2. Quantitative Data Analysis…………………………………………………………………………. 46
4.2.1. Descriptive Statistics …………………………………………………………………………… 46
4.2.3. Correlation Analysis ……………………………………………………………………………. 49
4.2.4. Regression Analysis ……………………………………………………………………………. 51
4.3. Integration of Qualitative and Quantitative Findings ……………………………………… 52
4.5. Research Discussion ………………………………………………………………………………….. 55
4.6. Chapter Summary ……………………………………………………………………………………… 57
References ………………………………………………………………………………………………………… 59
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Chapter One Introduction
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Introduction
Background of the study
Brands communicate differently with their target audience thanks to social media and other
online channels. Marketers have new chances and challenges due to the drastic changes in
consumer behavior of e-commerce platforms. Alongside these changes, social media influencers
have become essential in digital advertising. These influencers’ massive follower networks, highquality sponsored content, and endorsement partnerships give them disproportionate control over
viewers’ purchases. Bahrain, an island nation in the Arabian Gulf, has seen incredible
technological and digital advances in recent years. Many Americans under 30 are highly involved
online. Bahraini firms, local and foreign, have embraced online trade. Bahraini businesses need
the Internet to reach clients and develop. Social media platforms, like online marketplaces, allow
product advertising, customer interaction, and brand loyalty (Jibril et al., 2019). Influencer
marketing, which uses influential social media users’ popularity and trustworthiness to promote
products, gives Bahraini businesses an excellent opportunity to advertise. Internet shopping is
quick and accessible; Bahrain’s e-commerce business has grown. Customers may now browse a
huge selection and buy with a click without leaving home. This is due to online buying. This shift
in consumer behavior has led Bahraini enterprises to prioritize online communication and the
customer experience in their digital marketing efforts.
Successful Bahraini business owners are tech-savvy and know consumer behavior and
marketing. Understanding client behavior and creating efficient marketing strategies are essential
in this fast-paced digital world. People can interact with companies and each other differently on
social media. Therefore, Bahrain’s fast-growing e-commerce enterprises need them. The need for
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social media influencer marketing client purchase studies is clear. Internet use increased in Bahrain
in the early 2000s, driving online shopping. Poor internet infrastructure and customer fear about
online shopping slowed e-commerce. After the government improved its IT infrastructure and
payment systems, Bahrain’s e-commerce boomed (Zhao, 2023). Bahrainis buy and sell online due
to rising internet usage and trust. The intricate relationship between customer tastes, technology,
and marketing in Bahrain’s online commerce industry was shown. Thus, the growing power of
social media influencers in affecting these people’s opinions and actions cannot be ignored. In
Bahrain’s competitive e-commerce market, influencers use their reputation, reliability, and
demographic appeal to influence customer choices and brand engagement. To flourish in the
digital economy, Bahraini enterprises must evaluate consumer behavior and utilize inventive
marketing despite technological advances.
The government’s backing of innovation and entrepreneurship has increased Bahrain’s
internet shopping. Bahrain’s Economic Development Board (EDB) and strict online transaction
limitations have increased customers’ trust in online marketplaces. Social media has impacted
digital marketing. Influencers on Instagram, YouTube, and Snapchat are prominent persons with
large followings. Over time, they have become trusted corporate-customer mediators. Unlike
superstars, influencers show networks around shared interests, skills, or passions. They can build
strong client ties this way. Bahrain’s hotel, health and wellness, retail, and beauty industries rely
on social media influencers. Followers turn to real influencers who post easily consumable content
for trustworthy advice on clothing and home products. Companies are increasingly partnering with
celebrities to promote their products to influencers and boost sales. Bahrain has made great strides
in digital thanks to its influencer marketing approach, burgeoning e-commerce business, and
collaborative government projects. Online purchasing has grown due to the ecosystem that allows
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influencers to influence customer behavior (Chopra et al., 2020). Another cause is government
support for innovation and entrepreneurship. Bahrain’s digital economy will benefit from
digitalization, entrepreneurship, e-commerce, influencer marketing, and government backing.
Research gap
Bahrain stands out in social media influencer marketing studies on online buying.
Influencer marketing processes have been better understood thanks to studies in other industries.
However, it is uncertain if they can be applied to Bahrain’s socio-cultural and economic context.
Tailored, locally relevant research is needed to fill this knowledge vacuum and provide data to
Bahrain’s e-commerce enterprises. The lack of data on Bahraini consumers’ views on sponsored
content and social media influencers contributes to this information gap. Previous studies have
oversimplified client preferences and opinions in Bahrain despite social mores and cultural
differences influencing consumer behavior. Understanding why Bahraini consumers want
influencer-generated content is crucial to creating tactics that fit their needs. Bahrain’s influencer
marketing laws must also be examined. While drawing from other legal systems, Bahrain’s laws
must consider its specific demands. The only way to start ethical influencer marketing is this.
Bahraini influencer marketing strategies may fail if faulty determination and regulatory violations
undermine client trust.
Influencer marketing has been successful, but its effects on customer buying behavior are
uncertain. Bahrain’s influencer marketing is new. Anecdotes imply that social media personalities
affect customer decisions, but empirical research is weak. Qualitative and quantitative studies on
how influencers win consumers’ trust and how their content affects their purchases are needed
now. Quantitative research is required to determine how influencer content affects buying.
Bahraini academics can evaluate influencer marketing by tracking consumer purchasing decisions
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and influencer engagement indicators. Longitudinal consumer behaviour research can explain
customer conversion rates and influencer-driven purchase intents.
Understanding influencer authenticity and trustworthiness requires qualitative research.
Focus groups, in-depth interviews, and influencer analysis can indicate their large followings and
followers’ trust in their product and service recommendations. Influencer loyalty is maintained by
social identity and parasocial interaction, which marketers should research. Businesses could better
understand consumers’ spending habits with this data. Qualitative and quantitative research could
improve Bahraini influencer marketing. This study shows that influencers alter consumer
behaviour, enabling Bahraini influencer marketing to adapt to the digital age.
Influencer marketing campaign success studies are scarce in Bahrain’s ever-changing
marketing scene. You must understand influencer-brand interactions to optimise this new
marketing approach. Brand alignment, authenticity, and influencer reliability are among these
factors. Bahrain’s e-commerce enterprises should remember these details for the best marketing
outcomes. The complex relationship between cultural norms, religious beliefs, and social
aspirations may explain how people react to influencer-generated content. Marketers entering
Bahrain should understand cultural differences that affect customer choices. Understanding how
context impacts consumer behaviour can help businesses identify and use influencers. This would
immediately benefit Bahrain’s competitive market enterprises and is a great idea. Regional research
data allows companies to adapt to Bahrain’s culture. They build brand loyalty through market
share, customer trust, and affinities. This research aims to fill Bahrain’s influencer marketing
knowledge gap. This tool analyses all the details so firms can expect data-driven influencer
marketing campaign improvements. Businesses and academic institutions will collaborate to boost
influencer marketing in Bahrain. Companies in the digital economy will benefit.
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Objective:
To investigate the impact of social media influencers on consumer purchase intention in Bahraini
e-commerce.
Question:
What is the role of social media influencers in shaping consumer purchase intention in Bahrain’s
e-commerce sector?
Purpose of the Study:
This study fills a gap in the academic literature by studying Bahrain’s unique market.
Bahrain’s e-commerce and SM sectors need social media influencers. The research examines this
environment to help corporations, marketers, and regulators enhance influencer marketing. This
mixed-methods study investigated quantitative and qualitative data. Bahrain’s cultural and
economic context is analysed to understand what promotes influencer-consumer connections. To
help Bahrain’s e-commerce industry, the study examines influencer marketing campaign success
factors. This project seeks to expand the scholarly understanding of influencer marketing dynamics
and provide practical ways to boost consumer engagement and corporate performance in Bahrain’s
online marketplace. This study illuminates the intricate relationship between social media
influencers and consumer behaviour using theoretical frameworks and statistics. It enhances
subject knowledge. Many of Bahrain’s successful e-commerce companies may be affected by the
study. Bahraini businesses should employ influencer marketing to increase local involvement,
brand loyalty, and competition. This research will help Bahraini decision-makers and businesses
monitor the dynamic influencer marketing landscape, promoting long-term digital economy
growth and innovation.
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Chapter Two Literature review
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Literature review
Introduction to Influencer Marketing
Digital marketing has recently innovated by using famous personalities to reach that
group. This literary studies section investigates influencer marketing’s role in online commerce
and digital development to provide a more complete picture. Companies employ influencer
marketing to promote their products by partnering with influential online users. They promote
companies through sponsored posts, product reviews, collaborations, and more, using their
knowledge, relatability, and genuineness. People call them influencers.
Influencer marketing relies on real connections between influencers and their followers to boost
brand messaging and customer trust. Marketing using famous people works better than other
methods because people trust people they know and like. When influencers and businesses
collaborate, everyone wins. Influencers can help advertisers reach more individuals and have
meaningful conversations with their target demographic (Campbell & Farrell, 2020).
Partnerships with notable people who share their values can help businesses reach existing
communities. Influencer marketing is essential because it changes brand-online audience
dynamics. In the competitive e-commerce market, genuine connections, relatability, and
authenticity promote exposure, involvement, and revenue.
Evolution of Influencer Marketing in the Digital Age
Influencer marketing was inspired by the idea that famous people with significant social
media followings may influence their followers’ purchases. Brands used to partner with
celebrities to market their products. Video-editing tools on Instagram, TikTok, and YouTube
have created a new generation of influencers. Instead of traditional approaches, their engaging
15
online content and vibrant communities around certain hobbies or specialisations catapulted
them to success. These tiny but strong micro and nano influencers are excellent at customer
contact and brand promotion. Engagement and conversion rates skyrocketed because their
followers trusted and approached them more than traditional celebrities (Malmén, 2019).
Marketers prioritised connecting with micro and nano influencers because of their authentic and
distinctive content. Influencer marketing expanded to include other material and collaborations
as social media platforms evolved. Social media stars’ enormous followings and influence can be
used for influencer marketing, sponsored posts, influencer-hosted events, affiliate marketing, and
sponsored ambassadorships. Thanks to apps like TikTok, marketing to younger audiences with
shorter videos is easier than ever.
Famous people appear in more marketing efforts as buyers demand honesty from
companies. Celebrities and famous people who uphold the company’s values can help brands
connect with their audience and inspire loyalty. With the rise of influencer marketing platforms
and agencies, marketers can easily find, evaluate, and work with relevant influencers.
Importance of Influencer Marketing in E-Commerce
Influencer marketing has become increasingly important in the changing e-commerce industry to
reach customers and influence their purchases. As the digital economy grows, people look to
social media influencers for advice and recognition (Gómez, 2019). They navigate the enormous
online marketplace using these influencers’ advice, reviews, and hand-picked content. These
influencers are unsurpassed at telling authentic, personalised stories that change their followers’
minds.
Influencer marketing, beyond consumer effect, may help advertisers reach their target audiences
more efficiently and cheaply. When brands partner with influencers whose audiences share their
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interests and demographics, they may reach more customers and establish loyalty. This laser-like
technology optimises advertising spending by targeting consumers who enjoy the brand’s values
and products.
Influencer collaborations work better than traditional promotions because they humanise
companies. Influencers help organisations and customers form lasting relationships by being
themselves and sharing real stories. This method encourages customers to become brand
champions and repeat buyers in the competitive online shopping market. Influencer marketing
builds loyal customers through genuine connection-building and emotional appeals.
Modern online stores should use influencer marketing. It provides several options for
organisations to boost online sales, consumer interaction, and brand visibility. Companies must
understand influencers and their tremendous impact on customer behaviour to succeed in the
ever-changing world of online shopping. Marketing tactics that involve famous users may help
companies navigate the digital world. Businesses should use actual narrative and communitydriven advocacy to build client loyalty and achieve exceptional e-commerce success.
2. Theoretical Frameworks in Influencer Marketing
Influencer marketing is rooted in consumer behaviour, social psychology, and
communication studies. Influencer marketing theories can assist us in evaluating their
efficacy. Social psychology-based theories of social influence assist in explaining how
influencers affect customers. Social proof, presented by Robert Cialdini, underpins influencer
marketing. Social science studies show that when people are unsure what to do or confused, they
copy others (Macavei & Saleh, 2021). In influencer marketing, followers replicate influencers’
behaviour and purchases if they agree. Because followers trust celebrities, this happens.
Influencer marketing also depends on trustworthiness and position. Because their followers trust
17
and rely on them, knowledgeable, trustworthy, and honest influencers influence their purchases.
Famous people are more likely to be followed as experts since their advice is trusted.
Influencer marketing requires a thorough understanding of human behaviour. Consumer
behaviour theories help marketers understand how influencers affect customers’ decisions.
Example: Prominent people use content and recommendations to impact their followers’ attitudes
and preferences. According to the elaboration likelihood model, engaged and enthusiastic
followers understand influencers’ information better.
How communication theories illuminate influencer-brand partnerships and content development.
The uses and gratifications theory describes how influencers’ audiences utilise their content for
leisure, education, and social integration. Communication studies on persuasion can help
marketers create influencer programs that reach their target audience and meet their goals.
Influencer marketing uses social influence, customer behaviour, and communication ideas.
Marketers may be able to improve influencer techniques to influence customer decisions,
increase brand trust, and captivate audiences by merging data from several sources.
Consumer Behavior Theories
Consumer behaviour study uses many theoretical frameworks to describe complex consumer
decision-making, notably in influencer marketing. Icek Ajzen’s Theory of Planned Behavior is
one. TPB defines behavioural intents as attitude, perceived control, and subjective norms. The
influencer marketing paradigm asserts that followers’ business and product recommendations
substantially affect consumers. Endorsements influence customer views and purchases. TAM,
another critical theoretical framework, forecasts how consumers react to new technology like
social media and e-commerce platforms. TAM says a simple, well-designed interface makes
users more inclined to utilise a device. Influencer marketing relies on online brand-consumer
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interactions. Online advocates for companies and products indirectly affect customers’ views of
e-commerce platforms and websites’ usability. The elaboration likelihood model explains how
buyers perceive persuasive messages. ELM classifies information processing as central or
peripheral. Influencer marketing affects consumers differently: those who follow charm or
beauty and those who probe deeper. Influencer marketing ideas like the Elaboration Likelihood
Model, Theory of Planned Behavior, and Technology Acceptance Model guide customer
choices. Learning mental processes helps marketers design persuasive influencer marketing
tactics.
Psychological Perspectives on Influencer Marketing
Psychological research reveals influencer-consumer relationships. Horton and Wohl
suggested parasocial interaction. Solid affection for media characters, especially those with large
social media followings, can lead to prejudice. Customers who engage with influencer content
create parasocial bonds. These relationships significantly affect consumer purchasing.
Identification Theory says humans act essentially on morals. Berne-Manero and Marzo-Navarro
(2020) suggest that influencer marketing works best with people who share interests, values, and
ambitions because others will follow them. This highlights how influential people can impact
aspirational consumer purchases.
Consumer behaviour, social psychology, and communication theories highlight
influencer marketing. This theoretical framework can help researchers and industry professionals
understand how influencers affect customers’ thoughts, attitudes, and behaviours in the everchanging digital marketing world (Lou & Yuan, 2019). Finally, psychological theories elucidate
influencer-customer relationships. Identification and Parasocial Interaction Theories have
exposed influencers’ persuasive power and influencer-consumer interactions. Technology-driven
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marketers can use this data to improve customer acquisition and retention efforts.
3. The Role of Social Media Influencers in Consumer Decision Making
The research found that social media influencers influence customer preferences. Influencers’
effects on consumer behaviour, how they engage with consumers, and how customers evaluate
their reliability and trustworthiness are all studied.
The recent years’ explosion of studies on social media influencers’ effects on customer behaviour
shows the growing importance of influencer marketing online. These studies use content
analysis, questionnaires, and experiments to understand how influencer recommendations and
endorsements affect their audiences’ attitudes, intentions, and buying behaviour.
According to research, consumer exposure to influencer content increases brand recognition, buy
intents, and purchase behaviour. Nguyen (2021) states that prominent endorsements affect
customers’ brand perceptions and product purchases. Hughes et al. (2019) observed that fashion
influencer endorsements improved customer engagement and purchase likelihood.
A variety of factors affect influencer marketing campaign success. These include endorsement
credibility, audience relevance, and influencer fame. Due to the complex relationship between
influencers and customers, some studies show the benefits of influencer marketing, while others
show the opposite.
Researchers are revealing how social media influencers influence customers’ decisions by
studying influencer-consumer connections. Marketers should consider These results by
implementing influencer marketing to increase brand exposure, customer engagement, and
course comprehension.
Factors Influencing Consumer Trust and Credibility Towards Influencers
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Consumer trust in influencers is crucial to influencer marketing efforts. Customers value
competence, relatability, honesty, and sincerity more when assessing an influencer’s reputation.
According to research, many followers believe and follow potent people in their fields. Famous
people are thought to have significant knowledge of what they discuss, supporting their
perspectives. Being honest helps retain audience trust. You may do this by being honest about
sponsored material and partnerships. Influencers who are honest about their connections and tell
it like it is more trusted and recognisable.
Customers’ views of influencers depend on their relatability. Social media influencers who are
honest and straightforward to contact are more likely to be believed when they share their
opinions, habits, and experiences. Marketers should assess audience appeal before working with
an influencer.
Influencers clearly influence their target consumers’ behaviour due to the strong association
between credibility, trust, and influencer marketing. Influencers need knowledge, sincerity,
honesty, and relatability to build trust and loyalty. Strategies with influencers with large target
market followings can help companies. Partnerships may increase consumer participation, trust,
and brand exposure.
No one can ignore the importance of reputation management and consumer trust in influencer
marketing in today’s fast-paced industry. Influencers can become trusted industry experts by
being approachable, honest, and transparent. Thus, influencer marketing strategies may yield
better and more quantifiable financial results for companies.
Mechanisms Underlying Influencer-Consumer Relationships
In the fast-paced world of digital marketing, influencer marketing relies on long-term
relationships with followers. This complex relationship requires participation, relatability, and
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authenticity. Influencer marketing requires honesty. Modern consumers value honest, transparent
influencer communication. Regularly posting authentic material and engaging with followers
builds influencer credibility. Genuine communication and storytelling may help influencers
strengthen relationships with their followers and boost marketing campaigns (Atiq et al., 2022).
Relatability is critical to influencer-audience relationships. Relevant influencers with comparable
interests, objectives, and opinions are likelier to attract their audience. Influencers can develop
enduring relationships and promote customer engagement by genuinely connecting with their
audience and fostering two-way communication. Influencers may enhance marketing efficiency
and build devoted fans by getting to know their audience. Social media influencers influence
customers with authenticity, relatability, and openness. Marketers should examine influencerconsumer interactions to reach better their target demographic (Mishra & Ashfaq, 2023). In the
dynamic world of digital marketing, brands can achieve focused results and make quick, precise
decisions by capitalising on influencers’ genuineness, relatability, and engagement.
4. Cultural Factors and Influencer Marketing
Culture strongly influences customer response to influencer marketing activities. These
traits also affect influencer content distribution. Cultural diversity is seen in the contrast between
individualistic and collectivist nations. Marketers target consumers in individualistic societies
that value uniqueness and self-expression by promoting influencers’ accomplishments and
objectives. These methods may appeal to customers who want to express themselves. In
collectivistic countries, where social cohesiveness and compliance are valued, consumers
respond favourably to influencer content that promotes communal goals and a sense of social
belonging.
Individualistic consumers are more responsive to influencer marketing initiatives that promote
22
personal choice and expression, supporting these arguments. Media that emphasises pleasure and
community resonates with collectivists. This contradiction emphasises the importance of
marketers customising their persuasion to the target market’s beliefs and traditions (Darmody &
Zwick, 2020). Case studies help explain how culture affects influencer marketing. Commercials
emphasising autonomy and accomplishment may do better in Western European and American
markets, where individualism is valued. Influencer commercials that promote social harmony
and cultural consensus may be more prevalent in collectivistic countries like Japan and South
Korea.
Culture is also essential when choosing influences. Marketers should evaluate if their influencers
share their target demographic’s beliefs to ensure their messaging resonates (Leung et al., 2022).
Leaders who fit their followers’ culture gain trust and loyalty. Therefore, influencer marketing
initiatives work better. Cultural factors influence influencer selection and content generation,
which affects customer response to influencer marketing. Understanding and capitalising on
cultural differences allows marketers to create ethnic-specific influencer programs that boost
brand engagement and loyalty.
Influence of Cultural Norms and Values
Cultural norms and values influence influencer selection and content creation, especially
in nations with large consumer populations. Influencers must understand cultural norms,
expectations, and sensitivities to build trust and connect with their audience. Due to cultural
values of modesty and appropriateness, conservative influencers must limit their conduct, looks,
and content. In liberal countries that emphasise free speech and personal expression, influencers
try more content and cover more ground.
Cultural standards around authority, hierarchy, and elder deference shape influencer coalitions.
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Influential people in hierarchical countries can influence their followers. Egalitarian settings
promote diversity and inclusion, question power dynamics, and celebrate equality, which
deepens influencer-audience relationships. Influencers must respect cultural variations to succeed
in multiple fields. If this does not happen, brand partnerships, reputations, and viewers may
suffer. Influential people and businesses should invest in cultural research and adapt. Influential
personalities often form multinational partnerships to grow their audience and following
(Ranasinghe et al., 2020). Collaboration between cultural influencers improves research,
understanding, and content. Finally, cultural conventions and beliefs profoundly impact
influencer marketing. In today’s global economy, culturally aware, adaptive, and audiencefocused influencers win. Integrating ethnic diversity into influencer strategies helps enhance
audience bonds and drive deeper involvement.
5. Effectiveness of Influencer Marketing in E-Commerce
This literature study investigates how influencer marketing affects e-commerce sales. The
study contrasts influencer marketing with traditional advertising in online commerce. ROI
measurements for influencer marketing are also widespread.
Value of Quantitative Research Evaluation
Much quantitative research has explored influencer marketing’s ability to boost online
sales and buy intent. These studies use experimental designs or longitudinal data to examine how
influencer endorsements and sponsored content affect website traffic, conversion rates, and
income.
Fashion influencer marketing affects client spending. The study’s experimental design
was a random assignment. The study indicated that influencer endorsements increased in-store
and online sales over the control group. Employed econometric models to determine if influencer
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marketing enhances or lowers online sales. These models assessed seasonality, competition, and
marketing spending. Studies show that influencer marketing investment improves online store
KPIs.
ROI methods and criteria
Tying influencer activity to monetary gains makes it challenging to estimate influencer
marketing ROI. There is no standard way to quantify influencer marketing campaign
effectiveness.
Likes, comments, shares, and click-through rates are engagement measures; rates,
average order value, and customer lifetime value are conversion indicators. Attribution models
and tracking technologies let marketers track customers from influencer discovery to purchase.
They now understand how influencers boost bank accounts.
ROI calculations range from simple cost-benefit evaluations to complex econometric
models considering several customer behaviour factors. New digital tracking and analytics tools
enable marketers to evaluate influencer marketing ROI and change strategy. This is true despite
data source limitations and attribution bias.
Comparing Traditional and Online Ads Research on influencer marketing’s costeffectiveness vs standard web advertising has conflicting outcomes. Influencer marketing offers
authenticity, interactivity, specialised content, and audience segmentation. Many people see
newspaper, radio, and TV commercials. Influencer marketing provides advantages in each
category. Wangshu and Guanhua (2020) found that influencer marketing enhanced brand
relationships and engagement more than traditional advertising. Generation Y suffered the most
because they followed authority. Some studies demonstrate that conventional advertising can
reach a broad audience and leave a lasting impression despite its higher cost per impression.
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Influencer marketing may increase sales by influencing customer purchases. It
powerfully shapes online trade. Marketers can improve their competitive e-commerce strategy by
evaluating influencer marketing ROI with the correct data and method.
Challenges and Ethical Considerations in Influencer Marketing
This literature review examines the most common influencer marketing challenges for
influencers and corporations. Being transparent, honest, and straightforward presents ethical
problems that are culturally being studied. Laws and policies that influencer marketing
businesses must follow are also examined. All industry participants will be held to the highest
ethical and legal standards if our efforts succeed.
Common influencer marketing issues:
Influencer marketing operations have many hurdles, from practical to ethical, logistical, and
strategic (Richey et al., 2023). Some hurdles are far more complex than others. Finding and
hiring influencers that match the marketing strategy’s goals, the target audience’s interests, and
the company’s beliefs might be problematic. Because there are so many influencers across many
platforms and genres, companies must ensure their connections with them are genuine and
mutually beneficial. Influencers are in many settings, which explains this.
Influencer connections and expectations are even more complex due to influencers’ diverse
audiences, material tastes, and financial ties to competing businesses. Regular communication is
critical to long-term collaborations.
Linking influencer actions to sales and other conversion indicators may be difficult, making
influencer marketing ROI estimates difficult. Marketers can determine how influencer
endorsements affect KPIs like website traffic, conversion rates, and revenue using modern
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monitoring tools, attribution models, and analytics databases. They must do this to assess
influencer recommendations.
Ethical Issues in Influencer Marketing
Ethics affect candour, openness, and transparency in influencer marketing. Sponsored
content and paid endorsements have boosted consumer expectations that firms and influencers
will be more transparent.
The lack of sponsored content disclosure guidelines in influencer marketing is an ethical issue.
Clients lose trust after repeatedly hearing that influencers do not disclose enough sponsored
contract details. This fuels concerns about misleading advertising.
Influencer marketing requires honesty and sincerity because followers expect leaders to
communicate (Ki et al., 2020). Influencers who buy followers, inflate engagement stats or
promote issues they do not believe in can lose audience trust and money.
Terms & Conditions Compliance Guidelines
Regulatory bodies and trade associations have set standards for influencer marketing
transparency. For instance, the US Federal Trade Commission (FTC) requires influencers to
disclose and highlight sponsored firm ties. We do this to avoid confusing our clients.
Instagram, YouTube, and other social media platforms have guidelines and tools to flag
sponsored content. Promotional material, disclosure hashtags, and sponsored partnership labels
are among them. Businesses and marketers hope these tactics will make influencer marketing
more transparent, ethical, and honest.
Influencer marketing has raised ethical issues that must be addressed urgently. These include
honesty, openness, and tactics and strategy issues. Influencers and businesses in competitive
influencer marketing must be honest with consumers while following industry norms and laws to
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develop credibility, trust, and long-term value.
6. Influencer Marketing in the Middle Eastern Context
Influencer marketing is popular in the Middle East due to its young population, strong
social media use, and rapidly changing digital landscape. This section summarises Middle
Eastern influencer marketing, focusing on GCC research and studies. Cultural and environmental
factors are evaluated because they may affect the establishment’s connections with consumers
and influencers.
A complete approach to influencer marketing
Influencer marketing has skyrocketed in the Middle East, and businesses are jumping on board.
Many Middle Easterners utilise Instagram, Snapchat, YouTube, and others. These sites are great
for influencer collaboration.
Middle Eastern influences are found in fashion, beauty, tourism, lifestyle, and gastronomy. Due
to their large fan bases and tremendous audience power, they make great partners for businesses
trying to boost sales, brand recognition, and engagement.
A Closer Look at GCC Members
Most GCC research has focused on consumer trends and influencer marketing. This research
illuminated industry influencer-user dynamics.
Influencer marketing on Qatari customers was studied by Al-Sulaiti et al. 2020. Trustworthiness,
cultural relevance, and influencer material were study priorities. Two Saudi and UAE studies
examined influencer marketing’s effectiveness, according to Al-Sulaiti and Obeid (2021). These
studies reveal customer preferences and purchase habits.
Cultural and Contextual Factors
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Middle Eastern influencer-consumer relationships are influenced by many cultural and
contextual factors. Cultural characteristics like hospitality, traditions, and family affect
customers’ opinions of influencer content. Religion, customs, and other factors determine what is
permissible to watch. The Middle Eastern market is diverse in language and culture because
Middle Eastern influencers reach audiences worldwide. Influencers must master cultural and
linguistic differences to engage with their consumers.
Current State of E-Commerce in Bahrain
Online shopping in Bahrain is popular for several reasons. The country’s growing internet
usage, smartphone use, and government digitalization and entrepreneurship programs are factors.
Bahrain’s e-commerce market’s current position, trends, and future possibilities are examined in
this article. It also details government strategies and measures to promote growth. It also
discusses the pros and cons of Bahraini online stores. Technology, client preferences, and more
dependable online payment methods have helped Bahrain’s e-commerce company flourish.
According to a survey, Bahrain’s e-commerce business will rise due to rising demand for online
shopping and a wider product selection.
Government Initiatives and Policies
The Bahraini government has taken proactive measures to support and stimulate ecommerce development in the country. Initiatives such as the Bahrain Economic Vision 2030
and the National eGovernment Strategy aim to promote digital transformation, foster innovation,
and enhance the competitiveness of Bahrain’s economy.
Moreover, regulatory frameworks and policies governing e-commerce activities have
been introduced to ensure consumer protection, data privacy, and fair competition in the digital
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marketplace. These initiatives create a conducive environment for e-commerce businesses to
thrive and contribute to Bahrain’s economic diversification efforts.
Challenges and Opportunities
Despite promising growth, Bahraini e-commerce enterprises suffer logistical difficulties,
payment processing issues, and rivalry from brick-and-mortar stores. Online consumer trust and
confidence are crucial, stressing the need for strong cybersecurity and open corporate
procedures.
E-commerce enterprises in Bahrain also benefit from a young, tech-savvy populace,
strategic location, and government encouragement for digital entrepreneurship. E-commerce
companies may capitalize on Bahrain’s burgeoning digital market and boost its economy by
seizing these opportunities and addressing critical concerns.
Conclusion
The literature review has provided valuable insights into the role of influencer marketing
in Bahraini e-commerce and the challenges and opportunities inherent in this dynamic landscape.
Here, we summarise the key findings, implications for theory and practice, and recommendations
for future research directions.
Summary of Key Findings

Influencer marketing is essential for e-commerce and consumer behaviour in Bahrain.
According to overwhelming research, influencer marketing increases brand awareness,
customer participation, and purchase decisions. Despite the lack of empirical studies on
Bahrain, this is valid.
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Social norms, religious beliefs, and language diversity define influencer-customer
communication in Bahrain. Researching these attributes can help you create influencer
marketing strategies that appeal to Bahraini consumers.

Bahrain’s high internet and smartphone penetration and government attempts to promote
innovation and digitalisation may explain its strong growth in online shopping. While ecommerce has grown, it faces challenges like more extended payment processing, poor
logistics, and competition from brick-and-mortar retailers.
Implications for Theory and Practice
The findings have several implications for both theoretical understanding and practical
application:

Influencer marketing can be understood using consumer behaviour, social psychology,
and communication studies theories. Scholars can bridge theoretical gaps and better
comprehend influencer-consumer dynamics using these models.

The study’s findings may help experts create culturally appropriate material for
Bahraini influencer marketing efforts. Bahraini companies can get an online sales
advantage by understanding cultural subtleties and contextual factors that affect
influencer-customer connections.
Recommendations for Future Research Directions
Building on the insights gleaned from the literature review, several avenues for future
research emerge:
Bahraini empirical research is needed to determine how influencer marketing affects ecommerce. The impact of influencer endorsements on website traffic, conversion rates, and
purchases can define the ROI of influencer marketing efforts in Bahraini e-commerce.
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More research is needed to understand how cultural and environmental factors affect influencercustomer relationships in Bahrain. Qualitative research on how customers feel, think, and act in
reaction to influencer content can help us learn how different demographics react to influencer
marketing. Researching influencer marketing’s impact on Bahrain’s e-commerce growth may
reveal new digital opportunities, threats, and trends.
Finally, the literature analysis stresses the importance of influencer marketing for Bahraini ecommerce and the need for more research to improve our understanding, operational methods,
and innovation. Academics and professionals from Bahrain and worldwide may shape ecommerce and influencer marketing by solving knowledge gaps and investigating new topics.
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Chapter Three Methodology
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Methodology
This mixed-methods study examines Bahraini internet purchase and influencer
marketing. This study examines Bahraini e-commerce companies’ potential, problems, and
effectiveness of influencer marketing. This will be done using qualitative and quantitative
methods.
How to Conduct Qualitative Research
Bahraini culture and circumstances shape influencer-consumer relationships. This study will
explore the topic using focus groups and semi-structured interviews. Participants will be selected
using purposive sampling to ensure a diverse gender, age, socioeconomic level, and geography.
Semi-structured interviews will include e-commerce professionals, marketers, influencers, and
end consumers. The participants discussed influencer marketing, content, cultural aspects of
influencer-customer interactions, and consumer views of influencer reliability and
trustworthiness.
By doing focus groups, we may better understand Bahraini influencer marketing attitudes,
assumptions, and experiences. This moderated discussion will review influencers’ favourite
things, how they affect consumers’ purchases and influencer marketing’s effectiveness.
Thematic analysis will find themes, relationships, and repeated patterns in qualitative data. By
merging focus group and interview data, we can better comprehend Bahraini e-commerce
influencer-consumer dynamics.
Quantitative Research
This study uses quantitative surveys and data analytics to evaluate influencer marketing in
Bahrain and customer reactions to influencer content. We collected quantitative data from a
varied Bahraini clientele using this survey.
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The survey covers demographics, social media use, influencer marketing, influencer-influenced
purchases, and authenticity and trustworthiness. Regression, correlation, and descriptive statistics
will analyse survey data for patterns and relationships.
We will analyse website traffic, conversion rates, and sales using data analytics to see how
influencer marketing initiatives affect e-commerce results. This study showed that influencer
marketing works in Bahraini e-commerce and analysed its impact on customer behaviour using
quantitative data analysis.
Ethics will be a primary emphasis throughout the research process. We will respect participants’
privacy and obtain informed permission. They will not be punished for leaving the study. Data
security and preventing unauthorised access to personally identifiable information will be
prioritised during the inquiry.
Limitations
Despite its limitations, the study seeks to illuminate Bahraini online retail influencer marketing.
Due to participant recruitment sample bias, the results may not be helpful. Self-reporting bias can
skew survey results on sensitive topics like influencer-influenced shopping behaviour. The
dynamic nature of online advertising and retail is the final barrier to real-time data collection.
Despite these limitations, the study seeks to illuminate Bahrain’s influencer marketing and online
commerce. To help academics, politicians, and advertising professionals understand how digital
marketing is changing the industry, it aims to provide informed data.
Timeline
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Time
Frame
Work Plan
Conduct literature review on influencer marketing, e-commerce trends, and Bahraini
Month 1
consumer behavior. Refine research methodology.
Begin qualitative data collection via interviews and focus groups with key stakeholders in
Month 2
Bahrain. Develop survey instrument.
Continue qualitative data collection. Finalize survey instrument based on pilot testing. Prepare
Month 3
for quantitative data collection.
Distribute surveys to Bahraini consumers. Collect digital marketing metrics from e-commerce
Month 4
platforms.
Conclusion
The rise of influencer marketing has changed how organisations interact with customers
online and affected online sales. This study examines Bahrain’s ever-changing e-commerce
business to explain influencer marketing and advise theory and practice.
Important Results
A thorough literature analysis and mixed-methods research design yielded excellent study
results. Many studies have been written about influencer marketing, but few on Bahrain’s ecommerce scene. However, recent research has illuminated how influencer marketing affects
customers’ decisions.
Bahraini culture and environment affect influencer-customer interactions. Religious sensitivity,
cultural norms, and language diversity may affect influencer endorsement believability. Cultural
differences must be understood to create influencer marketing methods that resonate with
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Bahraini consumers.
The government’s digitalisation and entrepreneurship programs have helped Bahrain’s ecommerce sector proliferate, propelled by increased internet penetration and smartphone use.
Due to logistical issues, payment processing issues, and competition from traditional merchants,
e-commerce companies are not maximising growth.
Possible Theory and Practice Effects
Theory and practice are affected by the findings. This study illuminates influencer marketing in
Bahraini e-commerce, adding to the literature. Communication studies, social psychology,
consumer behaviour and psychology models are used to fill knowledge gaps in influencercustomer interactions and industry growth.
This analysis of influencer marketing’s changing landscape will help Bahraini marketers,
lawmakers, and e-commerce specialists. Through culturally relevant influencer marketing, firms
can boost e-commerce, customer trust, and brand exposure by considering cultural and
contextual factors.
Future Research Paths
Even though many issues remain, this study clarifies the importance of influencer marketing in
Bahraini internet shopping. Research on influencer marketing and online shopping in Bahrain is
needed to bridge this knowledge gap. The cultural and environmental factors influencing
Bahraini consumers’ perceptions of influencer content de…

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