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

Anastasia Konstantopoulou, Ioannis Rizomyliotis, Kleopatra Konstantoulaki, Raghad Badahdah

Research output: Contribution to journalArticleResearchpeer-review

Abstract

Purpose: Under Saudi Vision 2030, there is a forthcoming raise of support to small- or medium-sized enterprises (SMEs) from the current 20 per cent of GDP to 35 per cent; thus, SMEs’ access to finance is becoming easier. At the same time, the 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. Design/methodology/approach: An exploratory research design was used and in-depth interviews were conducted to get a better understanding of female Saudi young adults’ perceptions with regards to trust towards Instagram influencers, electronic word of mouth (eWOM) and advertising. Findings: SMEs can benefit greatly from eWOM in their quest for competitiveness. Therefore, when a beauty influencer on Instagram advertises a product to SMEs followers this leads to increased awareness and purchase intention. The findings indicated that the participants are quite sceptical when receiving reviews or promotion from beauty influencers on social media, as they rarely regard them as authentic. Moreover participants seem to trust influential beauty Instagrammers when they had a positive experience with the influencer before. Trust, honesty and authenticity were important factors that increase the impact of eWOM. Originality/value: This paper offers an in-depth understanding of the use of Instagram advertising and eWOM in a rapidly developing industry and explores these as key communication pathways for modern SMEs in their effort to achieve resilience and competitiveness.

Original languageEnglish
Pages (from-to)308-321
Number of pages14
JournalInternational Journal of Organizational Analysis
Volume27
Issue number2
DOIs
Publication statusPublished - 24 Apr 2019

Fingerprint

Electronic word-of-mouth
Medium-sized enterprises
Enterprise competitiveness
Competitiveness
Communication
Resilience
Online channel
Factors
Retail industry
Purchase intention
Design methodology
Pathway
Social media
Honesty
Industry
Young adults
Access to finance
Authenticity
Research design
Follower

Keywords

  • Competitiveness
  • Resilience
  • SMEs
  • eWOM
  • Advertising
  • Social networks

Cite this

Konstantopoulou, Anastasia ; Rizomyliotis, Ioannis ; Konstantoulaki, Kleopatra ; Badahdah, Raghad. / Improving SMEs competitiveness with the use of Instagram Influencer Advertising and eWOM. In: International Journal of Organizational Analysis. 2019 ; Vol. 27, No. 2. pp. 308-321.
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Improving SMEs competitiveness with the use of Instagram Influencer Advertising and eWOM. / Konstantopoulou, Anastasia; Rizomyliotis, Ioannis; Konstantoulaki, Kleopatra; Badahdah, Raghad.

In: International Journal of Organizational Analysis, Vol. 27, No. 2, 24.04.2019, p. 308-321.

Research output: Contribution to journalArticleResearchpeer-review

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