The impact of influencer marketing on impulse buying behavior : a Lebanese consumer study

Abstract

As Lebanon is experiencing an economic crisis and reeling from a global health pandemic, a noticeable shift towards local buying behavior regarding fashion purchases has been evident. The rise of social media and influencer marketing as major promotional tools following those external factors is critical to explore considering the scarcity of consumer research in Lebanon. For this purpose, this research undertook a qualitative approach relying on an exploratory research strategy in which structured interviews were developed based on the key themes acquired in the secondary research, which facilitated a comparative by coding the responses of 15 interviewees. The research concluded that Lebanese consumers indeed exhibit impulsive buying behavior. This translated into a more extensive buying decision process that relies on evaluating multiple alternatives before making a final purchase. Those consumers also revealed that when a need arises, consumers remain loyal to fashion brands. The COVID-19 pandemic has shifted purchases towards an e-commerce marketplace while subjective norms heavily dictate buying behaviors via aspects such as societal norms and culture. Influencers were found to be very influential in shaping trends and dictating desired fashion products. The research also proved that Lebanese consumers are buying more from local fashion brands as an alternative to the more expensive international brands.