الاستمالات الإقناعية في الإعلانات التجارية لدى المؤثرين على شبكات التواصل الاجتماعي ودورها في تسويق المنتجات لدى الشباب الجامعي الأردني

Persuasions Grooming' in Commercial Advertisements Among the Influencers on Social Media and Their Role in Marketing Products Among the University Jordanian Youth The study aimed to identify the habits and patterns of university Jordanian youth’s exposure to advertisements presented by Social Media Influencers and their confidence in them and the persuasion techniques they contain. This study is classified as descriptive-analytical research, which relied on the survey methodology, where the sample of the study consisted of (393) items from the study community, represented by the students of Yarmouk University and Jadara University in the northern part of Jordan, who use social networks and follow the advertisements of influencers on them. To achieve the study's objectives, the researchers relied on the questionnaire as a data collection tool. The study found that the degree of university Jordanian youth’s follow-up to Social Media Influencers and their follow-up to commercial advertisements presented by them was (Medium), it also showed that the degree of university Jordanian youth’s confidence in commercial advertisements presented by influencers was also (Medium). The study showed that psychological persuasion ranked first as the most prominent persuasion that works to attract university youth to the advertisements presented by Social Media Influencers. The study also found that the most prominent factor that drives university Jordanian youth to pay attention to commercial advertisements presented by influencers is the influencer himself, followed by the way the advertisements are presented. It revealed a significant direct correlation between the extent to which university youth trust commercial advertisements submitted by Social Media Influencers and the extent to which they respond to advertisements submitted by them in terms of purchasing the product or not.