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

Anastasia Konstantopoulou; Ioannis Rizomyliotis; Kleopatra Konstantoulaki; Raghad Badahdah

doi:10.1108/IJOA-04-2018-1406

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

Anastasia Konstantopoulou, Ioannis Rizomyliotis, Kleopatra Konstantoulaki, Raghad Badahdah

Arts & Sciences Faculty Office

Research output: Contribution to journal › Article › peer-review

4 Citations (Scopus)

796 Downloads (Pure)

Abstract

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.

Original language	English
Pages (from-to)	308-321
Journal	International Journal of Organisational Analysis
Volume	27
Issue number	2
Early online date	1 Jun 2019
DOIs	https://doi.org/10.1108/IJOA-04-2018-1406
Publication status	E-pub ahead of print - 1 Jun 2019

Keywords

Competitiveness
Resilience
SMEs
eWOM
Advertising
Social networks

Access to Document

10.1108/IJOA-04-2018-1406

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Cite this

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title = "Improving SMEs competitiveness with the use of Instagram Influencer Advertising and eWOM",

abstract = "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{\textquoteright} 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{\textquoteright} perceptions in regards to trust towards Instagram influencers, eWOM and advertising. Implications for SMEs managers are also discussed.",

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AU - Badahdah, Raghad

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AB - 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.

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