The College of Mass Communication Hosts a Seminar on the Role of Influencer Marketing in Shaping Youth Purchasing Decisions in the UAE
The Research Committee at the College of Mass Communication at Ajman University hosted an insightful seminar presenting a research study titled “The Impact of Social Media Influencer Marketing on Youth Purchase Intentions: A Case Study in the UAE.” This research, conducted by Dr. Mervat Medhat, Associate Professor in the Graphic Design for Media program, delved into the evolving landscape of influencer marketing and its growing influence on the purchasing behaviors of young people.
The study explored several key areas, including youth perceptions of influencer-driven marketing campaigns and their impact on decision-making processes. Dr. Medhat's research provided an in-depth analysis of how young audiences view marketing strategies centered on influencers, revealing varying degrees of trust in these promotional efforts. Additionally, the study highlighted the substantial role of social media in shaping consumer behavior among the youth, emphasizing its importance as a tool for marketers in today’s digital age.
An important focus of the study was understanding how young people interact with influencer-generated content on social platforms, particularly in terms of brand awareness and reliance on such endorsements when making purchasing decisions. Dr. Medhat explored how these posts can shape brand perceptions and create lasting impressions, which significantly influence the choices made by young consumers.
During the seminar, Dr. Medhat underscored the critical role social media plays in engaging with younger generations. She pointed out that for businesses to succeed in connecting with this demographic, it is imperative to grasp their preferences and devise innovative marketing strategies tailored to their expectations. She further stressed the need for companies to adopt creative approaches to increase interaction with their target audiences, ensuring a deeper and more meaningful engagement.
In her closing remarks, Dr. Medhat expressed her heartfelt appreciation for Ajman University’s support for research endeavors, applauding the College research committee at the Collee of Mass Communication for its ongoing efforts to address contemporary issues. In an ever-changing world, the College remains committed to fostering an environment conducive to innovation and the practical application of academic research. Regular conferences and workshops further contribute to this mission, providing platforms for scholars and industry professionals to collaborate, exchange knowledge, and refine research skills. These efforts, in turn, support the development of impactful solutions that serve society and contribute to the broader goals of sustainable development.
