Study of the Effect of Influencer Marketing on Consumer Purchase Intention with Medators Brand Awareness and Brand Reputation: Organic Skin Care Products in Pakistan

Khadija Adnan, Noor Amjad, Ayesha Iftikhar and Asma Nisar
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Khadija Adnan: Department of Business Administration, Kinnaird College for Women, Lahore, Pakistan
Noor Amjad: Department of Business Administration, Kinnaird College for Women, Lahore, Pakistan
Ayesha Iftikhar: Department of Business Administration, Kinnaird College for Women, Lahore, Pakistan
Asma Nisar: Department of Business Administration, Kinnaird College for Women, Lahore, Pakistan

Journal of Policy Research (JPR), 2023, vol. 9, issue 2, 124-133

Abstract: This study focuses on investigating the relationship between influencer marketing and brand awareness and brand reputation in the organic skincare industry of Pakistan. The current study also probes the mediating roles played by brand awareness and brand reputation between influencer marketing and consumer purchase intention. A sample of 230 individuals was chosen and data was collected through the application of the convenience sampling method. After collecting the data, an analysis was performed with the help of Statistical Package for the Social Sciences (SPSS) software and the PROCESS Macro (Model 4) developed by Andrew Hayes (2013). Reliability, correlation, and regression analysis were carried out on the collected data for data analysis purposes. Along with these, a double mediation model (Model 4) was performed on the data to test the hypotheses included in the study. The results of the analysis showed that four of the initial hypotheses had proven to be correct with support from the data analysis. The current study not only contributes to existing literature but also widens the range of factors that can affect consumer purchase intention in the organic skincare industry. The study boosts knowledge and understanding of the variables and the relationships between them. Through this study, we aim to encourage researchers from different fields to explore the increasing trend of influencers and how they can help brands, not only in the Pakistani organic skincare industry but in other sectors as well for building up a brand and making it more well-known in the market for its products.

Keywords: Influencer marketing; purchase intention; brand awareness; brand reputation; organic skincare industry (search for similar items in EconPapers)
Date: 2023
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:rfh:jprjor:v:9:y:2023:i:2:p:124-133

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