GCC social media influencers: building trust and increasing knowledge of users

Abstract Study Purpose Marketing through social media Influencers is one of the many trends introduced by Social Media Platforms (SMPs) in the Gulf Cooperation Council (GCC). This paper examines the current implications, challenges, and consumer trends that shape the relationship between GCC influencers and their followers/consumers. Methodology To explore the relationship and impact of influencers on followers, this research employs a mixed-methodology approach, comprising a survey of 600 participants and interviews with 24 influencers and 24 active followers. The interviews are employed to validate the survey responses, and all collected data are then analyzed thematically using NVIVO. Main Findings Our findings reveal that consumers differentiate between influencers demonstrating knowledge and expertise on social topics (activists) and marketers. It also exposes the competitive world of influencers, where survival is uncertain and unpredictable due to unexpected changes in technology and the emotional interactions of followers. Followers are selective, reflecting a critical attitude towards the influencers’ marketing role. Implications Socially, the research indicates that influencers and their followers have developed a complex relationship characterised by virtual communication. Influencers sell commodities and ideas, and they also communicate with their followers through live streams, enabling them to expand their connections through a multi-dimensional relationship: influencers-influencers, influencers-followers, and followers-followers. It is also emotional, as followers sympathize and empathize with influencers, but also criticise them when credibility and trustworthiness are at stake. Practically, followers are unpredictable because they are selective and critical of marketing roles. Some individuals also turn to social media as a comfort zone, which in turn influences the strategies and roles that influencers adopt in their pursuit of success. Hence, our research suggests that influencers should consider the significance of the emotional aspect in their relationship to maintain their popularity among followers in the future. Originality/Value As the marketing role of SMPs has increased in the GCC, it is essential to address, analyze, and anticipate the changes affecting influencers and followers. The thematic analysis of the research offers implications that could be of value to those working in and studying marketing, as well as to those interested in analysing consumerism patterns related to social media.