A study on the drivers of customer purchase intention to achieve the maximum outcomes with influencer marketing activities on social media.
Loading...
URL
Journal Title
Journal ISSN
Volume Title
School of Business |
Bachelor's thesis
Unless otherwise stated, all rights belong to the author. You may download, display and print this publication for Your own personal use. Commercial use is prohibited.
Authors
Date
2019
Department
Major/Subject
Mcode
Degree programme
(Mikkeli) Bachelor’s Program in International Business
Language
en
Pages
53 + 11
Series
Abstract
Objectives The main objective of this study was to determine whether certain drivers of influencer marketing on Instagram affect the customer purchase intention in a way, in which they may be utilised to maximise the outcomes of influencer marketing efforts. In addition, another objective was to examine the perceptions of consumers regarding influencer marketing and whether these perceptions may be used to enhance influencer marketing activities. Summary Overall, this thesis studies the various drivers of influencer marketing including peer influence, persuasion knowledge, market mavenism and influencers’ openness of information regarding advertisements are studied. The effects of the size of an influencer are also explored. Primary data was collected through an online survey to examine consumers’ perceptions and behaviour regarding influencer marketing on Instagram. Conclusions Based on the quantitative analysis, peer influence, specifically word-of-mouth, has a significant impact on customer purchase intention. Mavenism was also found to have a significant positive impact to the purchase intent, which means that the feeling of uniqueness is connected to the consumer’s buying behavior. No connection was found between consumers’ persuasion knowledge, nor the importance of advertisement openness, and the purchase intention. Overall, the research provides strategic insight to marketers determining what factors of influencer marketing should be emphasised in influencer marketing.Description
Thesis advisor
Altobello, SuzanneKeywords
marketing, social media, influencer marketing, purchase intention, Instagram