The Factors Influencing the Perception of Marketing Deception Consumers of the Influencers via Social Media: A field Study

Mohamed Ibrahim Younis, Remah

doi:10.21608/jkom.2023.315615

The Factors Influencing the Perception of Marketing Deception Consumers of the Influencers via Social Media: A field Study

Author

Remah Mohamed Ibrahim Younis

Faculty of Arts, Kafr El Sheikh University, Egypt

10.21608/jkom.2023.315615

Abstract

The present study seeks to identify the factors influencing the perception of the marketing deception consumers of social media influencers. Drawing on the survey strategy, the researcher has depended on a suggested model about the perception of the marketing deception practiced by social media influencers. The model has been tested through a number of presuppositions proven via a field study on an available sample (520 individuals) of the followers of social media influencers. The study has found a close relationship between the influence of using social media, the influencers, their characteristics, the purchasing journey, the social milieu of consumers, getting involved in products and the dimensions of perception on the one hand, and the perception of marketing deception practices.

Keywords

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