Purchasing intentions and digital Influencers

Dimitri Laroutis (), P. Boistel () and Mustafeed Zaman
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Dimitri Laroutis: ESC Amiens
P. Boistel: ESC Amiens
Mustafeed Zaman: Métis Lab EM Normandie - EM Normandie - École de Management de Normandie = EM Normandie Business School

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Abstract: While the web marketing literature has recently called into question the impact of influencers on their followers' purchasing behaviour, very few studies have addressed this issue per se. Our study aims to fill this gap by examining the variables that boost followers' purchasing intention. Based on survey data collected from 247 followers, we built an econometric model designed to anticipate followers' buying intentions. Our findings show that followers' purchasing behaviours is influenced not only by the characteristics of the influencer being followed, but also by those of the follower in question, the product or service on offer, and the overall congruence of these factors. These variables reveal an impact on consumer intentions ranging from \textendash54.4% to +17.81%. Our study examines both the theoretical and the operational implications. Copyright \textcopyright 2023 Inderscience Enterprises Ltd.

Keywords: digital influencers; influencer marketing; purchase intentions; social media; social media influencers; stated preference method (search for similar items in EconPapers)
Date: 2023-08-08
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Published in International Journal of Internet Marketing and Advertising, 2023, 19 (1-2), pp.172--191. ⟨10.1504/IJIMA.2023.132729⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04433896

DOI: 10.1504/IJIMA.2023.132729

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