THE FUTURE OF INFLUENCER MARKETING IN SAUDI ARABIA’S PERFUME INDUSTRY

УДК 339.13
DOI: 10.36871/ek.up.p.r.2025.06.05.012

Авторы

Al-­Harazi Abdulrahman Sadiq,
Master Student in International Marketing RUDN University

Аннотация

This article assesses how influencer marketing is shaping the perfume industry in Saudi Arabia through an analysis of academic studies, market reports, and digital trends. It highlights the rise of Instagram, Snapchat, and TikTok influencers as essential connections between brands and informed consumers, emphasizing authenticity, trust, and cultural compatibility. The findings underscore the need for culturally resonant influencer selection and flexible strategies to seize growth opportunities in this dynamic luxury goods market.

Ключевые слова

Influencer marketing, Saudi Arabia, perfume industry, digital strategy, cultural relevance, consumer behavior, social media, luxury branding, systematic review, market trends