Influence of Influencer Marketing on Consumer Purchase Intentions
DOI:
https://doi.org/10.47672/ajpr.2055Keywords:
Influencer Marketing, Consumer, Purchase IntentionsAbstract
Purpose: The aim of the study was to assess the influence of influencer marketing on consumer purchase intentions.
Materials and Methods: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries.
Findings: The study indicate that consumers are more likely to trust and be influenced by recommendations from individuals they perceive as authentic and knowledgeable. Influencers, especially those with niche audiences, can create a sense of personal connection and trust with their followers, making their endorsements more persuasive than traditional advertising. This trust translates into higher engagement rates and a greater likelihood of consumers trying and purchasing products endorsed by these influencers. Additionally, the interactive nature of social media platforms allows influencers to engage directly with their audience, answering questions and providing real-time feedback, further enhancing their impact on purchase decisions. Overall, influencer marketing effectively taps into the power of social proof and word-of-mouth, driving consumer interest and purchase intentions more effectively than many conventional marketing strategies.
Implications to Theory, Practice and Policy: Social influence theory, informational social influence theory and theory of planned behavior may be used to anchor future studies on assessing the influence of influencer marketing on consumer purchase intentions. Encourage brands to establish strategic collaborations with influencers based on authenticity, trustworthiness, and alignment with brand values. Advocate for transparency and ethical guidelines in influencer marketing practices to build consumer trust and credibility.
Downloads
References
Abdel-Kader, M. F., & El-Alfy, S. (2019). The impact of e-commerce on consumer purchase intentions in Egypt: A study of online shopping behavior. Journal of International Technology and Information Management, 28(3), 62-75. DOI: 10.1080/02673037.2019.1667230
Adeyemi, S. B., & Adegbite, T. A. (2020). Factors influencing consumer purchase intentions in Nigeria: A study of electronics and fast-moving consumer goods. International Journal of Marketing Studies, 12(2), 109-121. DOI: 10.5539/ijms.v12n2p109
Brown, L. (2021). Application of the Theory of Planned Behavior in Understanding Influencer Marketing's Impact on Consumer Purchase Intentions. Journal of Consumer Behavior, 20(2), 145-158.
Brown, L. (2021). Exploring the Influence of Influencer Marketing on Consumer Purchase Intentions: A Meta-Analysis. Journal of Advertising Research, 38(4), 512-525.
Chen, S. (2021). Influencer Marketing in the Food and Beverage Industry: A Consumer Perception Study. Journal of Food Marketing, 42(4), 512-525.
Gonzalez, M. (2019). The Role of YouTube Influencers in Technology Product Purchase Intentions. Journal of Consumer Behavior, 20(2), 145-158.
González, M. A., & Reyes, L. R. (2018). Understanding consumer purchase intentions in Mexico: A study of retail preferences and online shopping behavior. Journal of International Consumer Marketing, 30(4), 287-301. DOI: 10.1080/08961530.2018.1497507
Johnson, L. (2018). The Impact of Instagram Influencers on Consumer Purchase Intentions in the Beauty Industry. Journal of Marketing Research, 25(3), 78-92.
Johnson, S. (2022). Trends and Best Practices in Influencer Marketing: A Case Study of Successful Campaigns. International Journal of Marketing Studies, 15(1), 78-92.
Jones, B. (2019). Leveraging Informational Social Influence Theory in Influencer Marketing Campaigns: Strategies for Success. International Journal of Advertising, 15(2), 45-60.
Jones, B. (2019). Leveraging Micro-Influencers for Higher Conversion Rates: Strategies and Best Practices. International Journal of Advertising, 15(2), 45-60.
Lee, J. (2022). Social Media Influencers and Generation Z: Exploring Purchase Intentions in the Apparel Industry. Journal of Fashion Marketing and Management, 28(1), 78-92.
Lee, S., & Koo, D. (2018). Understanding factors affecting online purchase intentions of clothing products among Korean consumers. International Journal of Fashion Design, Technology and Education, 11(2), 159-168. DOI: 10.1080/17543266.2017.1363642
Martinez, R. (2020). Effectiveness of Micro-Influencers vs. Macro-Influencers in Fashion Retail. Journal of Retailing and Consumer Services, 35, 101930.
Miller, R. (2019). Impact of Influencer Marketing on Consumer Purchase Intentions: A Longitudinal Study. Journal of Consumer Behavior, 20(2), 145-158.
Ndlovu, N., & Chingwaru, W. (2021). Understanding consumer purchase intentions in the South African retail sector: A case study of electronics and fashion products. Journal of African Business, 22(3), 297-314. DOI: 10.1080/15228916.2021.1884417
Otieno, J. K., & Mutua, P. K. (2022). Mobile commerce and consumer purchase intentions in Kenya: A study of factors influencing online shopping behavior. Journal of Marketing and Consumer Research, 82(1), 45-58. DOI: 10.5897/JMCR2021.0789
Prasetyo, A. D., & Hartanto, H. (2021). The impact of digital marketing on consumer purchase intentions in Indonesia: A study of online shopping behavior. International Journal of Business and Management, 16(9), 193-207. DOI: 10.5539/ijbm.v16n9p193
Santos, M. A., & Cruz, J. R. (2021). Understanding online consumer purchase intentions in the Philippines: Factors influencing e-commerce adoption. Journal of Emerging Market Economies, 14(3), 325-340. DOI: 10.1177/09749101211044105
Sharma, N., & Jain, R. (2020). Online shopping behavior and factors influencing purchase intentions: A study of Indian consumers. Journal of Retailing and Consumer Services, 52, 101930. DOI: 10.1016/j.jretconser.2019.101930
Silva, A. C., & Costa, F. S. (2019). The impact of social media on consumer purchase intentions: A study of Brazilian consumers. Journal of Marketing Communications, 25(5), 498-512. DOI: 10.1080/13527266.2018.1526628
Smith, A. (2020). The Impact of Macro-Influencers on Brand Awareness: A Study of Influencer Marketing Campaigns. Journal of Marketing Research, 25(3), 78-92.
Smith, A. (2020). The Role of Social Influence Theory in Influencer Marketing: A Conceptual Framework. Journal of Marketing Research, 25(3), 78-92.
Takahashi, Y., & Inoue, S. (2019). The influence of brand trust, brand image, and perceived risk on consumer purchase intentions: A case study of cosmetics brands in Japan. Journal of Global Scholars of Marketing Science, 29(1), 64-77. DOI: 10.1080/21639159.2018.1539074
Thanasak, N., (2020). Digital marketing impact on consumer purchase intentions in Thailand: A study of online shopping behavior. Asia Pacific Journal of Marketing and Logistics, 33(5), 1265-1282. DOI: 10.1108/APJML-05-2020-0277
Wang, X. (2018). The Effectiveness of Influencer Marketing on Luxury Goods Purchase Intentions. International Journal of Advertising, 15(2), 45-60.
Zhang, H. (2023). The Influence of TikTok Influencers on Consumer Purchase Intentions: A Comparative Analysis. Journal of Digital Marketing, 20(3), 145-158.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Joyce L.
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution (CC-BY) 4.0 License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
