Academy of Strategic Management Journal (Print ISSN: 1544-1458; Online ISSN: 1939-6104)


Impact Analysis of Digital Influencers on E-Business: A Case Study of Snapchat

Author(s): Afnan Sami Al-saleem, Mona Al-mansouri, Mahmood Maqsood, Hoda Mahmoud AboAlsmh, Ibrahim Tawfeeq Alsedrah, Zahra Afridi

Digital influencers are people (or things) having the ability to alter the purchasing decisions or quantifiable activities of others by posting unique, often sponsored material to social media platforms such as Instagram, YouTube, Snapchat, and other online channels. In addition, it is obvious that the impact of digital includes the extension of Brand's Reach, the connection between transmitted content and a specific individual, higher sales, cost- effectiveness, influencer-fraud-phenomenon, and the algorithm.

The following are suggested: To avoid "the influencer fraud phenomena," proper investigation must be undertaken on the prospective digital influencer. E-Business will be able to maximise the Algorithm if it conducts thorough study on the possible digital influencer.

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