Impact of influencer marketing on consumer purchase intention in the Nepalese market
Lama, Shalina (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025122138804
https://urn.fi/URN:NBN:fi:amk-2025122138804
Tiivistelmä
This thesis was aimed at investigating the impact of influencer marketing on consumer purchase intention in the Nepalese market and to find out what exact features of an influencer have the greatest impact on consumer decision-making. The research approach was quantitative research with the help of a structured survey, and it evaluated four important attributes of influencers, namely authenticity, content value, self-congruence and perceived credibility. Data were obtained in the period between 5-8 December 2025, and a total of 117 responses were made, which yielded 103 complete and valid cases and were further used in analysis. The data was compared based on the descriptive statistics, correlation analysis, reliability test and multiple regression modelling to establish the predictive capability of each quality towards purchase intention.
The findings showed that purchase intention was positively correlated with all the influencer attributes, but the regression analysis showed that only perceived credibility and self-congruency were significantly regarded as influencer attributes. These results indicate that consumers in Nepal will likely be influenced by influencers whom they believe and to whom they have a feeling of identity correspondence. Both authenticity and content added value to the consumer perception but had no self-contained impacts on purchase intention, considering the other attributes. The analysis as such illustrated that the driver mechanisms of trust-based and identity-based play a key role in the success or failure of influencer marketing in the Nepalese environment.
The findings suggest that companies that want to deploy influencer marketing tools need to pay much attention to the influencers who are viewed by the target audience as credible and relatable. What the results also highlight is the increasing relevance of the influence role in the formation of consumer assessments of local and international products within Nepal. Altogether, the research adds value to the existing knowledge of factors and qualities of influencers that determine consumer behaviour and provides a practical implication to brands that work in a more digital and competitive market environment.
The findings showed that purchase intention was positively correlated with all the influencer attributes, but the regression analysis showed that only perceived credibility and self-congruency were significantly regarded as influencer attributes. These results indicate that consumers in Nepal will likely be influenced by influencers whom they believe and to whom they have a feeling of identity correspondence. Both authenticity and content added value to the consumer perception but had no self-contained impacts on purchase intention, considering the other attributes. The analysis as such illustrated that the driver mechanisms of trust-based and identity-based play a key role in the success or failure of influencer marketing in the Nepalese environment.
The findings suggest that companies that want to deploy influencer marketing tools need to pay much attention to the influencers who are viewed by the target audience as credible and relatable. What the results also highlight is the increasing relevance of the influence role in the formation of consumer assessments of local and international products within Nepal. Altogether, the research adds value to the existing knowledge of factors and qualities of influencers that determine consumer behaviour and provides a practical implication to brands that work in a more digital and competitive market environment.