The Impact of Social Media Influencers’ Interaction on Customer Journey

The study examines the impact of social media influencers’ interaction on online customer journey. The research, conducted among Jordanian social media users, found that these factors significantly influence the customer’s purchasing journey, from product awareness to decision-making and loyalty. The study population is comprised of social media users in Jordan with online purchasing experiences influenced by their interactions with social media influencers. 411 questionnaires were distributed and gathered using a non-probabilistic convenience sampling method. Employing Quantitative research methodology. Descriptive analysis by SPSS, Multiple regression, ANOVA tests and AMOS software statistical analysis tests were employed to analyze the data collected from participants in Jordan. The study emphasizes the importance of social media influencers in markeing strategies, with personality having the highest impact on the customer journey. The study has underscored the importance of social media influencers to marketers, making them a crucial part of their strategic marketing plans and promotional campaigns. Moreover, personality has the highest level of effect on customer journey.