Social Media Influencer Marketing and the Role of Credibility
Piroti, Maryam (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023120434243
https://urn.fi/URN:NBN:fi:amk-2023120434243
Tiivistelmä
This study delves into the intricate landscape of influencer marketing, aiming to explore the dynamics of authenticity and its impact on consumer behavior. Commissioned by the social media influencer (SMI) Fatima Weber, the goal is to unravel the complexities surrounding influencer authenticity and its implications for brand endorsements.
Drawing on previous research, the evolving concept of authenticity in influencer marketing is examined emphasizing the importance of authenticity in influencing consumer perceptions.
The research combines qualitative and quantitative methods to comprehensively understand the nuances of influencer authenticity. One salient discovery of this research is that the perceived attractiveness, trustworthiness, and expertise of an influencer wield a direct influence on consumers´ purchase intention. SMIs hold substantial persuasive power, particularly when their endorsements are perceived as genuine and trustworthy by their followers. These findings offer pivotal insights for businesses and social media influencers navigating the complex landscape of influencer marketing. They underscore the importance of choosing influencers based on their credibility and authenticity rather than exclusively relying on demographic affinities.
This study contributes valuable insights into the nuanced realm of influencer marketing, emphasizing authenticity as a central factor in shaping consumer attitudes. As influencers navigate this landscape, a thoughtful approach to brand selection and transparent collaborations emerges as key to fostering trust and achieving marketing objectives.
Drawing on previous research, the evolving concept of authenticity in influencer marketing is examined emphasizing the importance of authenticity in influencing consumer perceptions.
The research combines qualitative and quantitative methods to comprehensively understand the nuances of influencer authenticity. One salient discovery of this research is that the perceived attractiveness, trustworthiness, and expertise of an influencer wield a direct influence on consumers´ purchase intention. SMIs hold substantial persuasive power, particularly when their endorsements are perceived as genuine and trustworthy by their followers. These findings offer pivotal insights for businesses and social media influencers navigating the complex landscape of influencer marketing. They underscore the importance of choosing influencers based on their credibility and authenticity rather than exclusively relying on demographic affinities.
This study contributes valuable insights into the nuanced realm of influencer marketing, emphasizing authenticity as a central factor in shaping consumer attitudes. As influencers navigate this landscape, a thoughtful approach to brand selection and transparent collaborations emerges as key to fostering trust and achieving marketing objectives.