|Title||Improving SMEs competitiveness with the use of Instagram Influencer Advertising and eWOM|
|Authors||Konstantopoulou, A., Rizomyliotis, I., Konstantoulaki, K. and Badahdah, R.|
Under Saudi Vision 2030, there will be a forthcoming increase in support to small or medium-sized enterprises (SMEs) from the current 20 percent of GDP to 35 percent. Thus, SMEs’ access to finance will become easier. At the same time, the cosmetics retail industry is expected to rapidly grow in the next few years because of the already mounting demand and 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 conducted to gain a better understanding of female Saudi young adults’ perceptions of trust towards Instagram influencers, electronic word-of-mouth (eWOM), and advertising. Implications for SMEs managers are also discussed.
|Journal||International Journal of Organizational Analysis|
|Accepted author manuscript||Final Draft International Journal of Organisational Analysis.pdf|
|Digital Object Identifier (DOI)||doi:10.1108/IJOA-04-2018-1406|
|Published online||04 Dec 2018|