The Impact of Digital Influencers on Consumer Behavior: Towards a Conceptual Framework of Purchase Intention

Shehrazed Dada () and Salima Jazi ()
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Shehrazed Dada: Research Laboratory in Management, Marketing and Communication, ENCG Settat, Hassan first University
Salima Jazi: Research Laboratory in Management, Marketing and Communication, ENCG Settat, Hassan first University

Chapter Chapter 9 in Brand, Label, and Product Intelligence, 2022, pp 195-205 from Springer

Abstract: Abstract The impact of digital influencers on consumers’ purchase intention through product and service recommendations is a phenomenon that is gaining increasing interest in marketing research. The purpose of this paper is to develop a better understanding of consumer attitudes towards digital influencers and its effect on consumers’ purchase intention, and also determinants that impact the consumer’s attitude towards product and service recommendations made by digital influencers. We draw a conceptual framework based on previous scientific research to explain the impact of digital influencer on attitude and purchase intention.

Keywords: Influence; Digital influencers; Recommendations; Social media; Attitude; Purchase intention (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-030-95809-1_9

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DOI: 10.1007/978-3-030-95809-1_9

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