What is the impact of influencers on Brand Equity?

Abstract

Publicity permeates every aspect of our society. Every day, we see it everywhere. There are many brands in the entire world, and there are many ways to handle publicity. Many brands or companies call on influencers to promote their products and services. Many studies have been carried out to study the effects of advertising on consumers, without necessarily being interested in the phenomena of influencers and their impact on consumers thanks to their involvement in advertising campaigns on social networks. At the heart of the investigation are three factors of credibility: trust, expertise, and attribute. The goal was to determine the factors that led to the association established by various brands through advertising campaigns that used an influencer as the main character. Given the research questions and objectives, a quantitative investigation has been realized. This research method used a quantitative questionnaire to collect data from a sample of the target population for analysis. a deductive approach in which quantitative data was gathered using a single research method and an investigational questionnaire. The online survey has received responses from 126 participants. No factor of credibility influences purchase intentions, according to data calculated by the SPSS software. Indeed, neither competence nor credibility or reliability are significant (0.654). However, there is a relationship between the attractiveness and purchase intention. The attractiveness has a coefficient of (0.175) and is significant (0.041). In conclusion, the author argues that the only factor influencing a buyer's intention is the attractiveness of the brand, independently of celebrity credibility.