Social Media Influencers’ Perceptions on Consumers’ Buying Behavior—An Exploratory Study

Despina A. Karayanni () and Nikolitsa Koutsogiannopoulou
Additional contact information
Despina A. Karayanni: University of Patras
Nikolitsa Koutsogiannopoulou: University of Patras

A chapter in Strategic Innovative Marketing and Tourism, 2024, pp 267-275 from Springer

Abstract: Abstract Influential marketing is gaining arousing interest in contemporary research among academics and practitioners. The vast majority of pertinent research on how influencers may affect consumer behavior is based on the followers’ perceptions, regarded as consumers. Nevertheless, attention shed on the influencers’ perceptions, regarded as the research field, is rather rarer. In this exploratory study we base upon quantitative data extracted from 65 Social-Media international influencers. Advanced statistical analysis, based on Confirmatory factor Analysis and Regression Analysis, produced findings implying that influencers’ personality, followers’ engagement and followers’ performance risk minimization may influence the followers’ buying behavior. On the whole, as our research results imply, companies partnering with influencers should recognize the need to provide them with comprehensive information and training, encompassing both the brand’s attributes and the company’s culture and values. This approach fosters a unified promotion strategy, greater customer engagement, and improved company-influencer alignment in communication strategies and goals, leading to enhanced products sales.

Keywords: Influential marketing; Social media influencers; Consumer behavior (search for similar items in EconPapers)
Date: 2024
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

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:spr:prbchp:978-3-031-51038-0_30

Ordering information: This item can be ordered from
http://www.springer.com/9783031510380

DOI: 10.1007/978-3-031-51038-0_30

Access Statistics for this chapter

More chapters in Springer Proceedings in Business and Economics from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().