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Effectiveness of Influencer Marketing on Consumer Purchase Behaviour
Subject area: Management and Commerce · Area of research: Influencer Marketing
Abstract
Influencer marketing is becoming more popular as a result of word-of-mouth marketing trends. Social media influencers are those who use images, videos, and other posts on social media platforms to affect consumers' opinions of a company or product. Organizations are becoming aware of the potential of influencers in influencing consumers' buying decisions as more consumers use social media platforms. Influencer marketing is a developing discipline in the marketing industry. This study uses a communication model to investigate how the sender (influencer), receiver (influencer's followers), and message (influencer's posts) all influence the success of influencer marketing. The results demonstrate that sponsor salience, follower size, and influencer originality all increase effectiveness. When businesses choose influencers and control content, a number of conflicts arise: Influencer activity, follower-brand fit, and post positivity all have inverted U-shaped moderating impacts on the effectiveness of influencer marketing, indicating that businesses can be more effective if they take a balanced approach along these dimensions. These findings from the research have significant ramifications for marketers creating influencer marketing strategies. The results demonstrate that followers' trust in influencers' branded posts is positively influenced by the informative value of influencer-generated content, the influencer's credibility, attractiveness, and similarity to the followers. This trust in turn influences brand awareness and purchase intentions. Finding the proper kind of influencer who would provide curated tips, stories, and recommendations to interest the audience is essential for effective influencer marketing.
Keywords
Influencer Marketing, Influenzone, Consumer Purchase Behaviour, Effectiveness of Influencer Marketing
References
[1] Lim, X., Radzol, A. R. M., Cheah, J., & Wong, M. W. (2017). The Impact of Social Media Influencers on Purchase Intention and the Mediation Effect of Customer Attitude.
[2] Till, B. D., & Busler, M. (2000). The Match-Up Hypothesis: Physical Attractiveness, Expertise, and the Role of Fit on Brand Attitude, Purchase Intent and Brand Beliefs. Journal of Advertising, 29(3), 1-13. doi:10.1080/00913367.2000.10673613
[3] Anjali Chopra, Vrushali Avhad, Sonali jaju, Influencer Marketing: An Exploratory Study to Identify Antecedents of Consumer Behavior of Millennial, June 2020, Article in Business Perspectives and Research, J. Somaiya Institute of Management Studies and Research.
[4] Saima, Prof. M. Altaf Khan, Effect of Social Media Influencer Marketing on Consumers Purchase Intention and the Mediating Role of Credibility, December 2020, Journal of Promotion Management.
[5] Misshka Gupta, Impact of Influencer Marketing on Consumer Purchase behavior during the pandemic, Volume 9, Issue 4, 2021, IJIRMPS
[6] Ms. Aruna Nidamarthy, Dr. Blanche Dmello, Dr. SharmilaDevi J.C, Influencer Marketing: reaching the right person at the right place, Vol.8, March 2020, Annual Research Journal of SCMS, Pune.
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[8] Nimish Kadam, Anindita Deshmukh, Dr. Rajashri Kadam, A study on the impact of social media influencers endorsements on the buying behavior of Gen Z, for lifestyle and electronics product category with special reference to Pune city, Vol. 17(1), June 2021, KIIT Journal of Management.
How to cite this paper
@article{1704759,
author = {Ruchi Katendra, Dr. Manoj Kumar Sahoo},
title = {Effectiveness of Influencer Marketing on Consumer Purchase Behaviour},
journal = {Iconic Research And Engineering Journals},
year = {2023},
volume = {6},
number = {12},
pages = {1254-1261},
issn = {2456-8880},
url = {https://www.irejournals.com/formatedpaper/1704759.pdf},
abstract = {Influencer marketing is becoming more popular as a result of word-of-mouth marketing trends. Social media influencers are those who use images, videos, and other posts on social media platforms to affect consumers' opinions of a company or product. Organizations are becoming aware of the potential of influencers in influencing consumers' buying decisions as more consumers use social media platforms. Influencer marketing is a developing discipline in the marketing industry.
This study uses a communication model to investigate how the sender (influencer), receiver (influencer's followers), and message (influencer's posts) all influence the success of influencer marketing. The results demonstrate that sponsor salience, follower size, and influencer originality all increase effectiveness. When businesses choose influencers and control content, a number of conflicts arise: Influencer activity, follower-brand fit, and post positivity all have inverted U-shaped moderating impacts on the effectiveness of influencer marketing, indicating that businesses can be more effective if they take a balanced approach along these dimensions. These findings from the research have significant ramifications for marketers creating influencer marketing strategies.
The results demonstrate that followers' trust in influencers' branded posts is positively influenced by the informative value of influencer-generated content, the influencer's credibility, attractiveness, and similarity to the followers. This trust in turn influences brand awareness and purchase intentions. Finding the proper kind of influencer who would provide curated tips, stories, and recommendations to interest the audience is essential for effective influencer marketing.},
keywords = {Influencer Marketing, Influenzone, Consumer Purchase Behaviour, Effectiveness of Influencer Marketing},
month = {June},
}