The Relation between the Electronic Obsession of the Customers and The Effect of Influencers on them in on Hand and Their Purchase Behavior on the Other

The study attempted to realize the effect of the phenomenon of being influenced by celebrities and influencers that may accompany e-shopping addicts in their purchasing behavior of different products and brands via the Internet, and trying to monitor and interpret this effect during the five stages of purchasing behavior, which are: (attracting attention, generating interest, searching, purchasing action, participation). ).
The field study was applied to a deliberate sample of respondents consisting of (406) users of electronic shopping platforms.
The results concluded that the high level dominated the attitudes of the respondents in the three intermediate stages of electronic purchasing behavior; They are in order: (interest, purchasing action, search) while the low level dominated the trends of the respondents in the last stage of electronic purchasing behavior, which is "search".
In addition to the presence of a direct correlation between the influence of the respondents on celebrities, and between only three stages of purchasing behavior via the Internet, which are: (attracting attention, searching, participating) as well as between the total purchasing behavior itself, and then the interest of the respondents or their purchasing decision was not affected by the advertising practices of celebrities.
There is also a positive correlation between the respondents' excessive use of social media and all stages of their electronic purchasing behaviour.
  The study recommended that consumer protection agencies and associations address deceptive advertising messages used by marketers. With the aim of consolidating feelings of fear of missing out on consumers, such as (selling for a limited time, valid for a limited time, buy before stock runs out, etc.).