Influencer marketing: an exploration of Saudi consumer knowledge, perceptions, attitudes, and behaviour

Influencer marketing has become more globally widespread. Previous research about consumer perceptions and knowledge of the practice is limited and has mainly been conducted in western countries. Few studies investigate consumer perceptions and knowledge of the phenomenon in the context of Saudi Arabia. Therefore,  this study attempts to address this gap in the current knowledge by developing a deeper understanding of the practice from the consumer perspective in Saudi Arabia. The study draws on the persuasion knowledge model (PKM) and social identity theory (SIT) as a lens to explore and analyse consumer knowledge, perceptions and behaviour regarding the practice of ICT influencer marketing on YouTube. Twenty-four qualitative interviews informed the research study. The findings revealed that participants are well aware of influencer practices and that the regulation of influencer marketing plays an important role in improving their understanding of the practice. Participants perceived influencer marketing in various ways, but the most frequently mentioned perceptions were that it is a profession and a source of income. Participants relied on social identity, government effect, and media influence to build their knowledge and perceptions of the practice. This knowledge in turn influenced their interaction with sponsored content, rather than the sponsorship disclosure. Participants identified various coping strategies that they employed to combat the attempts at persuasion by technology social media influencers (SMIs), including contesting the content, recognising the strategies utilised, social proof, and scepticism. However, the perceived characteristics of technology SMIs, the perceived value and the perceived quality of technology SMIs’ sponsored content influences participant attitudes and purchasing behaviour. This research contributes to the body of knowledge on influencer marketing by identifying factors that influence Saudi consumer perceptions of and interaction with SMI sponsored content. It concludes by presenting the theoretical contributions, implications and recommendations for practice, research limitations and recommendations for future research to extend the body of knowledge about influencer marketing.