THE EFFECT OF INSTAGRAM INFLUENCER MARKETING: WHAT AFFECTS CUSTOMER’S PURCHASE INTENTION? THE ROLE OF INVOLVEMENT IN INFLUENCER FOLLOWING AND PERCEIVED TRUST IN INFLUENCER’S BRAND RELATED CONTENT
Date Issued
2022-09-21
Author(s)
Abstract
Social media marketing allows brands to gain advantage by building
relationships with customers. In that direction, influencer marketing is experiencing
a rapid growth. This study is based on the integrated social media influencer value
model, which among other things, examines how customers’ trust in influencer
branded content and involvement level in social media influencer following affect
customer’s purchase intentions. With the purpose to determine the impact of involvement
in Instagram influencer following and perceived trust in Instagram influencer’s
brand related content on customer’s purchase intention, this study aims to fill the
gap due to lack of research, as known by the authors, by investigating involvement
level and perceived trust and how they affect customer’s behavioral intention, with
a focus on Instagram. Non-probabilistic purposive sampling was used to conduct an
online survey to Instagram users in the Republic of North Macedonia that follow
influencers. Multiple linear regression was applied to an effective set of 76 responses
using SPSS, resulting in confirmation of hypotheses. At the end, a conclusion is given
with the focus on theoretical contributions and practical implications that will act
as recommendations for marketing-managers on how to affect customer’s purchase
intention and increase sales by collaborating with Instagram influencers.
relationships with customers. In that direction, influencer marketing is experiencing
a rapid growth. This study is based on the integrated social media influencer value
model, which among other things, examines how customers’ trust in influencer
branded content and involvement level in social media influencer following affect
customer’s purchase intentions. With the purpose to determine the impact of involvement
in Instagram influencer following and perceived trust in Instagram influencer’s
brand related content on customer’s purchase intention, this study aims to fill the
gap due to lack of research, as known by the authors, by investigating involvement
level and perceived trust and how they affect customer’s behavioral intention, with
a focus on Instagram. Non-probabilistic purposive sampling was used to conduct an
online survey to Instagram users in the Republic of North Macedonia that follow
influencers. Multiple linear regression was applied to an effective set of 76 responses
using SPSS, resulting in confirmation of hypotheses. At the end, a conclusion is given
with the focus on theoretical contributions and practical implications that will act
as recommendations for marketing-managers on how to affect customer’s purchase
intention and increase sales by collaborating with Instagram influencers.
Subjects
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