Naheda Makhadmeh
The Effect of Instagram Influencer Ads on Female Students’ Purchasing Behavior at Jordanian Universities

In my latest study, I explored the impact of Instagram influencer advertisements on the purchasing behavior of female university students in Jordan. After surveying 450 students, I found that:

The majority spend 1-2 hours daily following influencers on Instagram.

Clothing products were the most commonly advertised and purchased items.

Key factors influencing their purchasing decisions were realistic product images, accurate details, and clear pricing.


However, I also discovered that only 43.8% of respondents made purchases, with a significant portion citing lack of trust in influencers as the primary reason for their hesitation. This highlights the importance of building trust and transparency in influencer marketing to drive consumer confidence and sales.

For more details, you can access the full study

https://redfame.com/journal/index.php/smc/article/view/5987

 

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