The Power of Influencers: How Does Influencer Marketing Shape Consumers’ Purchase Intentions?

Yiming Chen, Zhaoyue Qin, Yue Yan () and Yi Huang
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Yiming Chen: Business School of Jiangsu University of Science and Technology, Zhenjiang 215600, China
Zhaoyue Qin: Business School of Jiangsu University of Science and Technology, Zhenjiang 215600, China
Yue Yan: Business School of Jiangsu University of Science and Technology, Zhenjiang 215600, China
Yi Huang: Business School of Jiangsu University of Science and Technology, Zhenjiang 215600, China

Sustainability, 2024, vol. 16, issue 13, 1-18

Abstract: In the current digital wave, social media is not only a hub for information exchange but also a shaper of new business marketing models, as is especially evident in the trend towards light and healthy eating. The influence of the influencer economy on consumer purchasing decisions is increasingly pronounced. This paper systematically investigates the impact of influencer marketing on consumer purchase intentions in social media utilizing the Consumer Attitude Theory. Through a sample survey of 654 consumers and empirical analysis using the fuzzy comprehensive evaluation model, the results show that the influencers’ credibility and professionalism and consumers’ satisfaction with live-streaming sales by influencers have a significant positive impact on enhancing consumers’ purchase intentions. To enhance consumers’ purchase intentions, this study suggests that influencers should transparently disclose their collaborations with brands, showcase the positive experiences of other users, and use relevant research and data to support their product recommendations in order to enhance their credibility. Simultaneously, influencers need to strengthen product knowledge, improve professional image and reputation, and meet consumer needs through personalized recommendations and carefully designed live-streaming content to promote brand-value enhancement.

Keywords: influencers; purchase intention; social media platforms; marketing streaming; fuzzy comprehensive evaluation model; consumer attitude theory (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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