IMPACT OF INTERNET CELEBRITY ENDORSEMENTS AND SOCIAL MEDIA INFLUENCERS ON THE CREATION OF BRAND IMAGE AND SALES THROUGH SOCIAL MEDIA

Abstract

Social media is vital in shaping the brand image and increasing brand sales. This study investigates the impact of internet celebrity endorsement, social media influencer knowledge, and influencer appealon brand image and sales. In addition, the mediation of brand image isevaluated in this study. The quantitative research approach is employed tocollect data from Saudi Arabian telecom customers to meet the researchobjectives. The chosen method of sampling was purposive sampling. Inthe subsequent phase, the PLS-SEM approach is utilized to analyze thedata collected from respondents. The results indicate that the hypothesizedmodel is substantial, except for social media influencers’ sales competence.The research findings have several managerial and theoretical implications supported by prior work. This research also contributes to the development ofinformation regarding the use of social media celebrities for brand awareness within the Saudi Telecom Sector.