The Impact of Influencer Marketing on Lebanese Consumer Decision

Abstract

This research explores the impact of influencer marketing on Lebanese consumers purchasing decisions within their socio-cultural and economic context. It examines authenticity, parasocial relationships, and platform-specific dynamics, highlighting key factors that enhance influencer effectiveness. Results show that platforms like TikTok strongly shape perceptions, with macro and authentic influencers fostering trust, especially amid economic challenges. Cultural relevance and transparency boost loyalty and purchase behavior. The study advises marketers to focus on credible influencer tiers, as macro influencers are seen as more trustworthy while skepticism exists toward nano-influencers. Overall, tailored influencer marketing can deepen engagement, build trust, and sustain long-term consumer relationships in Lebanon.