Consumer Behavior

Just a Click Away: Exploring the Role of Instagram Influencers in Impulse Buying Among Generational Cohorts in Egypt and the United Arab Emirates

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Abstract

Influencer marketing has become a powerful force shaping consumer behavior across emerging markets, particularly within the MENA region. This study explores how Instagram influencers stimulate impulsive apparel buying among Millennial and Generation X women in Egypt and the United Arab Emirates (UAE), which are two fast-growing markets characterized by high social media engagement. Guided by the Elaboration Likelihood Model (ELM), this qualitative study involved in-depth interviews with 18 self-identified female impulsive buyers. Thematic analysis revealed four major themes: Selective Engagement, Impulse at Your Fingertips, Retail Therapy, and A Generational Lens. Findings show that while both cohorts rely on Instagram for fashion inspiration, Gen X participants engaged through central-route processing, emphasizing cedibility and authenticity, whereas Millennials responded more peripherally to emotional cues, discounts, and promotional triggers. Cross-country patterns indicated higher impulsivity among UAE participants. The study highlights the need for culturally nuanced, ethically grounded influencer strategies and offers insights for brands operating in rapidly evolving digital marketplaces.

Keywords: Influencer marketing, Impulse buying, Elaboration Likelihood Model, United Arab Emirates, Egypt, Millennials, Generation X, Instagram

How to Cite:

Hammour, H. & Hodges, N. J., (2025) “Just a Click Away: Exploring the Role of Instagram Influencers in Impulse Buying Among Generational Cohorts in Egypt and the United Arab Emirates”, International Textile and Apparel Association Annual Conference Proceedings 82(1). doi: https://doi.org/10.31274/itaa.21844