Social media influencer marketing and e-commerce in Saudi Arabia: a social media analysis from consumer and industry perspectives

Social media has transformed contemporary marketing worldwide, with Saudi Arabia (KSA) emerging as a prominent market for influencer-driven campaigns shaped by strong cultural norms and regulatory oversight. This study explores the dynamics of influencer marketing in KSA using an exploratory mixed-methods research design based on two structured online surveys. The first survey collected responses from 38 consumers to examine platform usage, influencer engagement, trust perceptions, and purchasing behavior. The second survey gathered insights from eight industry experts to investigate strategic practices, cultural considerations, emerging technologies, and regulatory compliance within the Saudi influencer marketing ecosystem. Data were analyzed using descriptive statistical techniques and qualitative thematic analysis. The findings indicate that influencer effectiveness in KSA is closely associated with platform-specific strategies, cultural alignment, and perceived authenticity. While consumers demonstrate cautious and often neutral levels of trust toward influencer promotions, sustained content consistency, transparency, and perceived expertise are associated with stronger purchase intentions. Industry experts highlight the growing strategic relevance of AI-driven personalization, virtual influencers, and immersive platforms, although adoption remains gradual and culturally sensitive. Given the modest sample sizes—particularly for the expert survey—these findings should be interpreted as exploratory rather than generalizable. The study is intended to map key contextual mechanisms rather than establish causal relationships. By integrating consumer and industry perspectives, this research provides an exploratory overview of how culture, trust, and technology jointly shape influencer marketing practices in Saudi Arabia, offering actionable insights for brands operating in culturally grounded and digitally advanced markets while laying a foundation for future large-scale and theory-driven research.