The content of influencers on Snapchat in the Kingdom of Saudi Arabia: an analytical study

Document Type : Original Article

Author

Department of Media and Communication, College of Humanities, King Khalid University, Abha, Saudi Arabia

Abstract

The study sought to identify the characteristics of the content of influencers on the Snapchat website in the Kingdom of Saudi Arabia, the demographic characteristics of the influencers in the study sample, and identify the feature of influencer’s content, and the persuasive methods they use in the presentation and marketing of content. The study relied on the theories of media richness, function of the media, and the product match up-influencer compatibility model, and the study used on the Survey method, using the sample survey method In this study, the researcher used the survey method, both descriptive and analytical, and by applying it to a sample of 28 influencers on the social networking site Snapchat who are famous in the Kingdom of Saudi Arabia, to analyse the content they publish on their account on the site during the period from 2/23/2022 - 3/22/2022. The results of the study showed that the percentage of male influencers on Snapchat in the study sample amounted to (15) influencers, with a rate of (53.6%) of the total sample, then females came in second place with a frequency of (13) influential with a rate of (46.4%). And the percentage of influencers who follow them (1 million to less than 3 million followers) ranked first with (42.9%) of the total influencers, then the percentage of influencers who follow them from (3 million to less than 6 million) ranked second with (28.6%), followed in equal proportion by the two categories of followers (less than a million followers), and from (6 million to less than 9 million followers) (10.7%) in third place. The results also revealed that the content of marketing through advertisements about goods and products came in the first place with a percentage of (42.9%) of the total content published for the influencers of the study sample on Snapchat, then the personal content of the influencer with his family members, relatives and colleagues came in second place with a percentage of (32.9%). And that economic and commercial issues topped the most important issues addressed by the content of influencers on the Snapchat platform by (59.2%).

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Main Subjects

References

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