Influence of Influencer Marketing on Consumer Purchase Intentions

Joyce L. ()

American Journal of Public Relations, 2024, vol. 3, issue 1, 1 - 11

Abstract: 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.

Keywords: Influencer Marketing; Consumer; Purchase Intentions (search for similar items in EconPapers)
Date: 2024
References: Add references at CitEc
Citations:

Downloads: (external link)
https://ajpojournals.org/journals/index.php/AJPR/article/view/2055/2500 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:bfy:ojajpr:v:3:y:2024:i:1:p:1-11:id:2055

Access Statistics for this article

More articles in American Journal of Public Relations from AJPO
Bibliographic data for series maintained by Chief Editor ().