Saudi University Youth Exposure to Social Media Influencer Ads and its Relation to their Purchasing Response Levels: A Survey Study

The study aims to identify the most important dimensions and motives for the exposure and follow-up of Saudi university youth to the advertisements of influencers in social media, and to reveal the dimensions of the credibility of these influencers with their followers and the extent of the respondents' perception of the correspondence and compatibility between the personality of the influencer and the personality of the brand, and trying to determine the nature of the relationship between the dimensions of this Exposure and the levels of purchasing response of the respondents. By conducting a survey study on a sample of young people (males and females) of King Saud University students in Riyadh, Kingdom of Saudi Arabia.
Among the most important findings of the study:
1- The study revealed that the vast majority of the study sample respondents are exposed to a high intensity of social media, as they use it permanently (83.6%), and a large percentage also use these means daily (69%), and they prefer holidays to be exposed to social media. These days are Fridays (24.4%), then Thursdays (23.5%), and Saturdays (19.4%).
2- As for the social means most preferred by Saudi youth to search for information about brands, the study showed that (Snapchat) came first, and second (Instagram), third place (Twitter), and finally (YouTube).
3- The study showed the extent of Saudi university youth’s keenness to follow influencer advertisements through social media, where the percentage of those who follow them permanently reached (74.6%). And it emphasizes the intensity of exposure of the study sample to influencer advertisements through social media.
4- The study showed that clothing and fashion advertisements were advanced and ranked first in the list of preferred products and services to be followed up with individuals, the study sample, then food and food advertisements, while the respondents did not agree to prefer cigarette and sexual stimulant advertisements, which indicates an awareness among young people of the study sample of health risks Which may result from smoking and abuse of sexual stimulants.
5- The study confirmed that the credibility of the influencer plays a very important role in the respondents' motivation to be exposed to the advertisements of social media influencers, and the dimension of trust came first in relation to the dimensions of credibility measurement, then the dimension of attractiveness came in the second order and finally the dimension of experience. These results confirmed that the influencers' credibility greatly influenced the attitude towards the advertisement.