College of Mass Communication Seminar Highlights Youth Perspectives on Influencers and Buying Decisions

The Research Committee Seminar at the College of Mass Communication addressed the impact of influencer marketing on the purchasing decisions of a sample of youth in the United Arab Emirates.

The presentation was presented by Dr. Mervat Medhat, an associate professor at the college. She discussed the factors influencing youth perceptions of influencers and their marketing messages, as well as the effect of these messages on purchasing decisions.

Attendees included the esteemed Dean of the college, Dr. Hossam Salama, Dr. Emad, the College Program Coordinator, faculty members, and a number of undergraduate and graduate students. The discussion explored potential opportunities presented by artificial intelligence in marketing on social media platforms, criteria for selecting purposive samples in audience research, and the importance of studying the role of influencers, especially given their growing significance and impact in the local community.

The research activities reflect the college's commitment to enhancing research and encouraging discussions on current marketing trends. They are part of ongoing efforts to promote academic engagement and innovation in this field.