The Impact of SMEs' Influencer Endorsement on Social Media Platforms on Tweens' Purchase Intentions in the Context of Egypt

The focus of this research is to investigate the impact of influencer marketing adopted by SMEs? on online social media platforms on Tweens? purchase intentions in the context of Egypt. Marketing practices have shifted to the digital environment and new techniques have been developed in the field of online social media marketing. With the limited resources many organizations face in the form of either financial or human capital marketing practitioners have to utilize new and updated cost efficient marketing tools for achieving both brand loyalty and profit generation. Influencer marketing has been perceived as a low-cost and high reach influencing factor affecting consumer intentions on social media platforms. Another area this research is tackling is the segment of the Tween market which is the age from nine years old to 15 years old. This segment is not deeply investigated in the field of consumer behaviour in Egypt. And to present is ignored by enterprises in the Egyptian market although they are recognized as the most spending age segment in past researches. Thus this research aims to investigate the impact of influencer marketing endorsed by SMEs? on Tweens? purchase intentions in the context of Egypt.