Unravelling influencer power: Analysing the impact of digital influencers on the purchase intentions of Indonesian football fans

Yoseph Benny Kusuma, Surachman,, Fatchur Rohman and Astrid Puspaningrum
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Yoseph Benny Kusuma: Department of Management, Indonesia
Surachman,: Department of Management, Indonesia
Fatchur Rohman: Department of Management, Indonesia
Astrid Puspaningrum: Department of Management, Indonesia

Journal of Cultural Marketing Strategy, 2024, vol. 9, issue 1, 21-33

Abstract: This paper examines factors influencing intentions to purchase football club merchandise, emphasising the roles of digital influencers and subjective norms. A quantitative approach was employed, gathering data from online questionnaires within Indonesian football communities. The results reveal that product attributes positively impact purchase intentions, while attitude mediates the relationship between product attributes and intentions. Digital influencers are found to significantly influence intentions, partially mediated by subjective norms. The findings offer valuable insights for football club marketing strategies, highlighting the powerful role of digital influencers. Limitations include data collection during the COVID-19 pandemic and a predominantly male respondent base. Future research could diversify samples and explore purchase intentions in different sports and merchandise categories. Overall, this paper contributes to understanding the factors shaping purchase intentions and emphasises the significance of digital influencers in consumer behaviour.

Keywords: purchase intentions; football club merchandise; product attributes; attitude; digital influencers; subjective norms; marketing strategies. (search for similar items in EconPapers)
JEL-codes: J7 M3 (search for similar items in EconPapers)
Date: 2024
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