DC FieldValueLanguage
dc.contributor.authorKonstantoulaki, Kleopatra-
dc.contributor.authorRizomyliotis, Ioannis-
dc.contributor.authorKonstantopoulou, Anastasia-
dc.contributor.authorBadahdah, Raghad-
dc.date.accessioned2024-02-29T15:11:07Z-
dc.date.available2024-02-29T15:11:07Z-
dc.date.issued2019-04-18-
dc.identifierscopus-85052578922-
dc.identifier.issn19348835-
dc.identifier.other85052578922-
dc.identifier.urihttps://uniwacris.uniwa.gr/handle/3000/1277-
dc.description.abstractPurpose: 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.en_US
dc.language.isoenen_US
dc.publisherEmerald Publishing Limiteden_US
dc.relation.ispartofInternational Journal of Organizational Analysisen_US
dc.subjectAdvertisingen_US
dc.subjectCompetitivenessen_US
dc.subjecteWOMen_US
dc.subjectResilienceen_US
dc.subjectSMEsen_US
dc.subjectSocial networksen_US
dc.titleImproving SMEs’ competitiveness with the use of Instagram influencer advertising and eWOMen_US
dc.typeArticleen_US
dc.identifier.doi10.1108/IJOA-04-2018-1406en_US
dc.identifier.scopus2-s2.0-85052578922-
dcterms.accessRights0en_US
dc.relation.deptDepartment of Early Childhood Education and Careen_US
dc.relation.facultySchool of Administrative, Economics and Social Sciencesen_US
dc.relation.volume27en_US
dc.relation.issue2en_US
dc.identifier.spage308en_US
dc.identifier.epage321en_US
dc.linkhttps://www.scopus.com/record/display.uri?eid=2-s2.0-85052578922&origin=inward&txGid=667d31b46186075b3ca144e4a14142a4en_US
dc.collaborationUniversity of West Attica (UNIWA)en_US
dc.subject.fieldSocial Sciencesen_US
dc.journalsSubscriptionen_US
dc.publicationPeer Revieweden_US
dc.countryGreeceen_US
item.cerifentitytypePublications-
item.languageiso639-1en-
item.openairetypeArticle-
item.openairecristypehttp://purl.org/coar/resource_type/c_18cf-
item.fulltextNo Fulltext-
item.grantfulltextnone-
crisitem.author.deptDepartment of Early Childhood Education and Care-
crisitem.author.deptDepartment of Business Administration-
crisitem.author.facultySchool of Administrative, Economics and Social Sciences-
crisitem.author.facultySchool of Administrative, Economics and Social Sciences-
crisitem.author.orcid0000-0002-0481-3637-
crisitem.author.orcid0000-0002-3516-0050-
crisitem.author.parentorgSchool of Administrative, Economics and Social Sciences-
crisitem.author.parentorgSchool of Administrative, Economics and Social Sciences-
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