The Role of Influencer Marketing in Driving Public Intention to Adopt DVV
Ahmad, Yusuf (2025)
2025
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025100825728
https://urn.fi/URN:NBN:fi:amk-2025100825728
Tiivistelmä
This research is conducted with the aim of identifying user intention towards the adoption of the current drive of DVV in Finland to completely adopt digital communication. The researchers have designed four hypotheses based on the TAM framework. The study proposes that influencer marketing has the ability to increase trust in influencers and adoption intention among DVV users in Finland. It is also proposed that trust in an influencer can increase adoption intention and indirectly support the relationship between influencer marketing and adoption intention.
In order to complete this study, 65 responses were collected from DVV users using an adopted survey. The correlations and regression results suggest that influencer marketing can positively assist DVV in increasing adoption intention among the masses in their recent drive for complete digital communication. In addition, influencer marketing also increases trust in influencers, and trust in influencers is also positively associated with adoption intention.
Finally, trust in influencers is positively mediating the relationship between influencer marketing and adoption intention among DVV users in Finland. Hence, it is proposed that DVV should employ influencer marketing to increase awareness and adoption intention about their recent drive among people living in Finland. Although the study has proposed clear and already proven results, some limitations exist in the current study.
In order to complete this study, 65 responses were collected from DVV users using an adopted survey. The correlations and regression results suggest that influencer marketing can positively assist DVV in increasing adoption intention among the masses in their recent drive for complete digital communication. In addition, influencer marketing also increases trust in influencers, and trust in influencers is also positively associated with adoption intention.
Finally, trust in influencers is positively mediating the relationship between influencer marketing and adoption intention among DVV users in Finland. Hence, it is proposed that DVV should employ influencer marketing to increase awareness and adoption intention about their recent drive among people living in Finland. Although the study has proposed clear and already proven results, some limitations exist in the current study.