文章基本信息

标题：Examining The Nexus Between Social Media Influencers And Customer Purchase Intention: A Multi Regression Approach
本地全文：下载
作者：Ayesha Khan ; Hadiqa Riaz ; Hassaan Ahmed 等
期刊名称：Webology
印刷版ISSN：1735-188X
出版年度：2022
卷号：19
期号：2
页码：4140-4155
语种：English
出版社：University of Tehran
摘要：In a digital inclusive environment, social media influencers have become one of the most potential segments for marketers because of their persuasive role in customer information networks. They update their followers with offers, new products and even endorse companiesâ€™ offerings to encourage purchase direction. Because of the increasing popularity of social networking sites, the significance of social media influencers has become more alive than ever. Marketers have realized the inevitable importance of individual influencers as the information disseminated is trusted and organic. Thus, the current study examined the impact of social media influencers on customer purchase intention considering source credibility, source attractiveness, product matchup and meaning transfer as the main contributing factors of social media influencers. For the current study, data was collected from 250 respondents with personal social media accounts and were analyzed by using a multi regression technique. The results substantially indicate that influencerâ€™s credibility, attractiveness and product match up significantly effect customer intention to purchase different products. The findings of the study will support marketers to devise effective social media strategies in order to revive the former and current customer relationship. Besides, the study concludes recommendations for the marketers to promote their products in such a way that cultivate interest in customers to get their hands on different offerings.
关键词：Social Media Influencers;Source Credibility;Source Attractiveness;Product Match up;Meaning Transfer;Purchase Intention