Improving SMEs competitiveness with the use of Instagram Influencer Advertising and eWOM

Under Saudi Vision 2030, there is a forthcoming raise of support to SMEs from the current 20 percent of GDP to 35 percent; thus, SMEs’ access to finance is becoming easier. At the same time cosmetics retail industry is expected to rapidly grow further in the next few years, on account of the already mounting demand and easy availability of cosmetics through online channels. The purpose of this study is to explore the use of beauty Instagram influencers in advertising as a tool to increase competitiveness for SMEs. An exploratory research design was employed and in-depth interviews were conducted to get a better understanding of female Saudi young adults’ perceptions in regards to trust towards Instagram influencers, eWOM and advertising. Implications for SMEs managers are also discussed.