Influencer marketing and purchase intentions : how does influencer marketing affect purchase intentions?
Year: 2017
Type: dissertation
Abstract: Influencer marketing has been experiencing a wave of popularity the last years, and\npredicted to be the marketing strategy of 2017. Since influencer marketing is a relatively new\nterm, it has no academic definition, and a scarce theoretical foundation exists. Earlier research\non influencer marketing has mainly focused on identifying influencers and if they are\nperceived to be credible. To the best of our knowledge there has been no research investigating\nthe relationship between influencer marketing and purchase intention. Therefore, this master\nthesis sets out to investigate how influencer marketing affects consumers’ purchase intentions\nbased on the theoretical framework Theory of Reasoned Action. By studying how influencer\nmarketing affects the theoretical framework, we combine the fields of marketing strategy with\nconsumer behaviour. In addition, we have examined how influencer marketing measures up\nagainst regular online advertisement. A modified experiment was conducted through the\nmeans of an online questionnaire distributed through Facebook. The questionnaire generated\nresponses from 180 respondents, and the results show as expected that influencer marketing\npositively influences consumers’ “attitude towards the behaviour”, and has no effect on\nconsumer “subjective norm” in the Theory of Reasoned Action framework. However, more\nsurprisingly the results show that influencer marketing has no direct effect on consumers\npurchase intention, and that influencer marketing is not a more efficient marketing strategy\nthan regular online advertisement. Still, we encourage more research into the field of\ninfluencer marketing to further examine this result.
Source: BIBSYS Brage (BIBSYS (Norway))
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2760409403