Factors Influencing Generation Z Emirati Females’ Following of Social Media Influencers in the UAE

Over the last few years, more and more companies have embraced using social media influencers to promote and boost their products and services. This study aims to understand the factors influencing Emirati females’ following of specific social media influencer (SMI) accounts. This study was based on a mixed method qualitative research of 27 interviews and quantitative research of 409 valid questionnaires. Firstly, the data was analyzed and grouped to find the main themes behind participant’s choice of SMIs, thematic analysis revealed four main factors influencing participants’ selection of SMIs: Envy, Enjoyment, Entrust, and Empathy. Together, these four factors represent the proposed Four E’s Model of SMI Following Behavior which was verified using quantitative analysis. The survey results indicated that there is a positive influence between these variables and Generation Z choice of SMI they follow. The data highlights important information for companies when targeting Generation Z consumers using SMIs. Moreover, it highlights characteristics of participants’ behavior and the current state of social media following in the United Arab Emirates (UAE) region.