اعتماد طلاب الإعلام على المؤثرين بمواقع التواصل الإجتماعي في شراء السلع والمنتجات " ليبيا والكويت أنموذجاً "

Abstract

The purpose of this research was to investigate the impact of electronic marketing via social media influencers, a practice that has proliferated in recent years. The study’s key issue was articulated in the following question: To what extent do media students in Kuwait and Libya rely on social media influencers to purchase goods and products online? The current research is a descriptive study employing survey methods, utilizing the computerized questionnaire as the primary research instrument. A total of 462 people who represented media students in Kuwait and Libya made up the available sample. Based on the Media Dependency Theory, the investigation yielded several conclusions, the most significant of which were that, according to media students from Kuwait and Libya, Facebook was one of the social networking sites that most assisted them in making purchases of goods and products. According to students surveyed, Kuwaiti influencers ranked first. At 73.2%, students from both countries were at least somewhat confident in the influencers they followed on those platforms. The study additionally revealed that the repercussions of media students' reliance on influencers differed and were ascribed to the variable of country. According to the study, (53.6%) of sample members indicated that the influencer ability to articulate the product concept was the most significant aspects of their personality. The study recommended that laws and regulations designed to protect users from the dangers of online buying should be implemented to monitor digital information on social media.