Social Media Influencer Marketing in Tunisia: A Comprehensive Qualitative Analysis of Influencer Campaigns

This study explored the impact of social media influencer marketing on consumer behavior and brand perception in Tunisia through two case studies: “Yousr Ferjani and Natura Siberica” and “Study Abroad With Samy Chaffai.” Using qualitative methods and thematic analysis, the research examined influencers' content strategies, engagement, and audience response. Findings show that authenticity, cultural relevance, and strategic use of content formats across platforms are key to successful influencer campaigns. Influencers who align with the promoted brand and remain transparent foster greater trust and engagement. The study offers valuable insights for optimizing influencer marketing in the Tunisian context.