THE IMPACT OF SNAPCHAT MAKEUP INFLUENCERS ON THE CONSUMPTION BEHAVIOR OF FEMALE STUDENTS IN SAUDI ARABIA: THE CASE OF SEPHORA

Abstract

Social media has a very important role in today’s marketing practices, where companies use a variety of social media platforms to build brand awareness, and engage with consumers that also know that social media marketing refers to the process of gaining traffic or attention through social media platforms. The impact of Snapchat on the brands, social media influencers and consumers behavior in the makeup industry cannot underestimate. The purpose of this study is to measure the level of influence a Snapchat makeup influencers has on female college student’s consumption decisions/habits in KSA in order to raise awareness of their over-consumption for makeup products. This study has combined qualitative and quantitative data, for a deeper analysis and understanding of this problem. An online questionnaire survey was conducted among the female student from Effat University in Jeddah and Alfaisal University in Riyadh and a total of 112 female students had participated. The results indicated a positive influence of Snapchat influencers on students‟ consumption behavior.