The Role of New Influencers in Marketing Products through YouTube An Applied Study on the Sara Cuisine Ski Channel as a Model

Abstract

This research paper aims to explore the role that new influencers through social media platforms play in marketing various products. These influencers have gained a large following and possess the ability to influence the consumption behavior of their followers. This has prompted companies and brands to turn to them as intermediaries to market their products, services, and promote them through their digital accounts.

In this study, an electronic questionnaire was used as the primary data collection tool, targeting a purposive sample of 400 followers of the Sara Cuisine Ski channel on the occasion of the arrival of Ramadan 2023. The results of this study indicated a strong impact of the channel owner on the collective decisions and purchasing habits of her followers regarding the promoted products.