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1. Under the influence : A quantitative study about social media influencers different attributes effect on online purchase intent

Author

Nordström, Linn and Pannula, Rebecca

Subjects
Social media influencers, Ekonomi och näringsliv, Economics and Business, Influencer marketing, Influencer attributes, Online purchase intent
Abstract

Research Questions: How does influencer marketing affect online purchase intent? How do social media influencers’ trustworthiness, expertise and attractiveness affect online purchase intent? Purpose: The purpose of this study is to investigate the relationship between online purchase intent and social media influencers, as well as how their attributes affect this relationship. Method: This empirical study consists of a quantitative online survey with 476 respondents. Conclusion: The results of this study revealed that social media influencers have a positive impact on online purchase intent. Furthermore, the collected data could confirm that trustworthiness has a clear impact on online purchase intent, while expertise and attractiveness showed no significant impact.

Published
2020

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