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

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.