Influencer marketing in Egypt: An exploration into generational perspectives

Understanding how influencer marketing is similar and yet different in various regions of the world, can help influencers, brands and influencer marketing agencies branch out into new areas. This chapter discusses the state of influencer marketing in Egypt by exploring influencers, consumers and influencer marketing campaigns to give a broad overview. The chapter then explores the perception of influencers, and the process of influence used by social media influencers differ between Generation x, y and z in Egypt. It does this by addressing cultural and generational differences. The chapter presents findings about generational differences and concludes with advice for those wanting to do influencer marketing campaigns in Egypt.