The Characteristics of Instagram Influencers and The Effectiveness in Kuwait: A Qualitative Case Study

  • Basel Dwiri Institute of Social Sciences, Istanbul University, Istanbul, Turkey https://orcid.org/0000-0002-6455-6927
  • Hiba Baroudi Institute of Social Sciences, Istanbul University, Istanbul, Turkey
DOI: https://doi.org/10.47814/ijssrr.v6i5.1144
Keywords: Influencer Marketing, Characteristics of Influencers, Social Media Influencers, Celebrity Endorsement, Instagram, Kuwait

Abstract

This research is mainly conducted to better understand the effectiveness of marketing campaigns related to influencers' characteristics. The research adopted qualitative case study method. The studied case was a pharmaceutical company operating in Kuwait and sells several cosmetics brands. Two brands and fifteen different influencers were studied. The results showed that among gender, marital status, educational level, number of followers, and average number of comments, the significant influencing factors are educational level and number of followers. Therefore, within the studied company, an influencer with a lower level of education is more effective. Despite the determining criteria for choosing influencers being their number of followers, an influencer with a smaller number of followers is more effective. These results open the door for several recommended future work.

Published
2023-05-03
How to Cite
Dwiri, B., & Baroudi, H. (2023). The Characteristics of Instagram Influencers and The Effectiveness in Kuwait: A Qualitative Case Study. International Journal of Social Science Research and Review, 6(5), 179-193. https://doi.org/10.47814/ijssrr.v6i5.1144
Issue
Vol 6 No 5 (2023): IJSSRR VOL 6 NO 5 2023 MAY
Section
Main Articles

Copyright (c) 2023 Basel Dwiri, Hiba Baroudi

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