Social Media Influencer Marketing in Tunisia: A Comprehensive Qualitative Analysis of Influencer Campaigns

Year 2025, Volume: 4 Issue: 1, 17 - 30, 30.06.2025

Chirine Belaid Merve Kadriye Yurdabak

Abstract

This study explored the impact of social media influencer marketing on consumer behavior and brand perception
in Tunisia through two case studies: “Yousr Ferjani and Natura Siberica” and “Study Abroad With Samy Chaffai.”
Using qualitative methods and thematic analysis, the research examined influencers' content strategies,
engagement, and audience response. Findings show that authenticity, cultural relevance, and strategic use of
content formats across platforms are key to successful influencer campaigns. Influencers who align with the
promoted brand and remain transparent foster greater trust and engagement. The study offers valuable insights for
optimizing influencer marketing in the Tunisian context.

Keywords

Social Media, Social Media Influencer Marketing, Influencer Campaigns, Qualitative Analysis, Content Strategy, Engagement Metrics, Tunisia

Tunus'ta Sosyal Medya Influencer Pazarlaması: Influencer Kampanyalarının Kapsamlı Bir Nitel Analizi

Abstract

This study explored the impact of social media influencer marketing on consumer behavior and brand perception in Tunisia through two case studies: “Yousr Ferjani and Natura Siberica” and “Study Abroad With Samy Chaffai.” Using qualitative methods and thematic analysis, the research examined influencers' content strategies, engagement, and audience response. Findings show that authenticity, cultural relevance, and strategic use of content formats across platforms are key to successful influencer campaigns. Influencers who align with the promoted brand and remain transparent foster greater trust and engagement. The study offers valuable insights for optimizing influencer marketing in the Tunisian context.

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