As we are living in a digital era that is dominated by influencers, it is next to impossible to overlook how deeply they mould the choices we make in our day-to-day lives. These influencers have taken the position of opinion leaders, and someone we (as consumers) go to for advice and recommendations on anything and everything we use in our everyday lives.
While consumer behaviour has always been influenced by trust and familiarity, the difference today is that, instead of family and friends, many people in the Middle East now turn to influencers for that same sense of guidance.
In a recent study by PwC, almost 60% of consumers say they were persuaded to buy a product/service because of an influencer in the Middle East.
A skincare routine for the Saudi weather, a luxury car review in the UAE, the best phone for content creation, a travel itinerary for Eid holidays, and even where to go for dinner on a Friday night, more often than not, we are dependent on Emirati influencers for such guidance.
They are trusted voices whose choices carry weight across communities.
What makes this region unique is how quickly audiences adopt these cues. Consumer psychology here is closely intertwined with influencer content.
Here, Middle East influencers impact on consumer behaviour directly constitutes factors like influencer credibility, perceived authenticity, emotional engagement, and cultural sensitivity.
Now, companies and brands are paying close attention to social media influencers because they act as social link assets for brands in order to garner brand trust, customer brand engagement, and online repurchase intention.
And given that the influencer marketing environment is as convoluted as it is promising, brands in the Middle East are hiring the best influencer marketing agency in Dubai so as to leverage their decade-long knowledge, experience, and resources. Their expertise in developing high-converting influencer campaigns with the latest trend-based strategies that drive massive reach, engagement, and conversions, and meet brand objectives and goals.
At first, let’s understand the behaviour of consumers in the UAE and the wider Middle East.
Psychology of Consumer Behaviour in the Middle East, As per Marketing Funnel
In the Middle East, 78% of consumers admit to discovering new brands and their products via social media, they dig into proof and reviews, check credibility and cultural fit, and then decide to buy. (PwC)
Let’s quickly understand how the marketing funnel plays out in the Middle East-
- Discovery and Awareness - High social use and mobile penetration in the region mean most initial encounters between brands and consumers happen in social media platforms through influencer content, short videos, and live sessions.
- Consideration and Evaluation - In this stage, consumers deep check. They look for authenticity, user reviews, influencer demos, and evidence of product reliability before they move to buy. Additionally, in the Middle East, cultural fit, local cues, and regional relevance matter for building trust.
- Purchase - When it comes to buying, influencer recommendations act as the final nudge and check. Seeing influencers use a product in real-life scenarios reduces hesitation and builds confidence in the decision. Emotional connection, social proof, and relatability matter at this stage.
- Advocacy - After buying, many consumers share their own reviews, unboxing videos, and experiences online, and ultimately advocate for the particular product/service/brand. Eventually, this feeds back into the discovery cycle for others.
Let’s move ahead and break down the impact of influencer marketing on consumer behaviour and understand the mechanism behind it.
How Influencers Impact Consumer Behaviour?
1. Attention & Discovery
Often these days, the first touchpoint between a consumer and a product comes through influencers. Audiences now notice products when their favorite influencer unboxes, shares a good recommendation, and tests the latest products.
This moment of discovery feels natural because it comes through content they are already engaging with and not an intrusive pop-up. These influencers make a product visible in the middle of endless scrolling, intrigue curiosity, and push consumers to explore further.
2. Trust and Credibility
Trust and credibility form the foundation of decisions influenced by influencers. When influencers deliver credible content that constantly satisfies the interests of their viewers, followers see them as a credible and worthy source of information. Due to this trust, individuals will be willing to experiment with new products that are recommended by the influencers whom they like and respect. As per 69% of consumers trust influencer recommendations for making buying decisions.
3. Influencer Generate ‘Wants’
Beyond meeting pre-existing needs, influencers create desires. They considerably impact consumer mindset and nurture ambitions. With the guidance of Emirati influencers who identify the latest influencer marketing trends in fashion, high-end automobiles, and lifestyle ventures, they depict them as elements of an aspirational way of living. Consequently, viewers visualize adopting that lifestyle. This emotional pull nudges audiences from considering to wanting. This vividly underlines the role of influencers in consumer psychology.
4. Social Proof
When shoppers witness other individuals purchasing the same products/services, their confidence regarding their own spending increases. This ‘proof’ is delivered by influencers, who demonstrate real consumption, supply feedback, and share outcomes. It serves as a signal to the audience that the product is trustworthy, obtained from a product review of a trusted person, and consequently curbs the waiting time of the buyers.
5. Product Positioning through Compelling Storytelling
Influencers shape how people see a product by intertwining it into relatable stories. They show how it fits into their daily life and lifestyle aspirations. This makes the product more memorable and persuasive, which clearly pinpoints influencers’ impact on consumer behaviour in a subtle yet powerful way.
All these factors show why influencers hold such strong sway over their audiences. Consequently, this explains why brands in the Middle East lean on influencer partnerships to connect with consumers. Let’s understand why.
Why Brands in the Middle East Prefer Influencer Partnerships
1. Trust Among Local Audiences
In the Middle East, audiences tend to trust recommendations from familiar voices more than direct brand messages. Emirati influencers, in particular, carry strong cultural relatability and credibility, making their endorsements feel authentic advocacy.
2. Niche-Targeting
Influencers in the Middle East create networks and communities centered on fitness, tech, travel, luxury fashion, and other niches, stressing particular passions and interests. This allows brands to reach highly relevant and targeted audiences as compared to broad, unfocused campaigns.
3. Access to Multilingual & Cross-Border Audiences
Influencers based in the Middle East region are often multilingual and have a global reach. Their content speaks to the people in the region as well as to Arab, Asian, and even Western people, which provides brands with a very natural way to access cross-market visibility.
4. Cultural and Religious Alignment
The influencers in the Middle East produce content that considers the cultural value and religious factor, thereby enabling the brand to take its marketing message in a more acceptable and relatable manner. It is this conscious identification that results in an increased degree of trust in the audience and also protects the brand’s reputation in a market that is otherwise vulnerable to issues of culture. It reflects the fact that the brand appreciates the community it wants to reach.
Before You Go
Influencers in the Middle East are crucial in moulding consumer choices and brand perceptions. Their recommendations are profoundly beneficial to a brand as they have the experience, expertise, and deep knowledge in their respective niches, like food, travel, fashion, fitness, beauty, and many more.
They have the capability of setting trends, creating social buzz, and influencing their followers to buy the services and goods they advocate for. Influencers advocating for a brand’s products and services is one of the most effective and profitable methods of gaining credibility, engaging with customers, and increasing sales in the Middle East.