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Investigating the Effect of Influencer Characteristics on the Formation of Customers' Attitude and Purchase Intention

Shabani, Faezeh | 2024

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  1. Type of Document: M.Sc. Thesis
  2. Language: Farsi
  3. Document No: 56902 (44)
  4. University: Sharif University of Technology
  5. Department: Management and Economics
  6. Advisor(s): Khalili Nasr, Arash
  7. Abstract:
  8. With the explosive growth of social media platforms, influencers have emerged as important factors in driving consumer decisions, prompting much research into their influence on their audiences. This study examines the relationship between social media influencers and consumer behavior by examining which characteristics of social media influencers influence consumer attitudes toward products and their resulting purchase intentions and increase their endorsement effectiveness. Through an extensive review of existing literature, this research identifies key influencer characteristics, including authenticity, attractiveness, communication, social responsibilities, and product match-up, as key factors influencing consumer perception. Also, this research investigates the mediating effect of psychological ownership in the relationship between influencer characteristics and consumer's attitude towards the product, as well as the mediating role of the consumer's attitude towards the product in the relationship between influencer characteristics and purchase intention. This quantitative study is practical, and the data collection method is field research; a survey method was employed to collect data through a questionnaire. The statistical population of this research includes all people living in the cities of Tehran, Mashhad, Isfahan, Ahvaz and Tabriz. The sampling method is clustering and the sample size is 410. Hypotheses were used using Structural Equation Model analysis to measure the impact of influencer characteristics on consumer attitude towards products and purchase intention, and SPSS and Smart PLS softwares were used for data analysis. Based on the obtained results, the effect of all influencer characteristics (authenticity, attractiveness, communication, social responsibility and product match-up) on the consumer's attitude towards the products was positive and significant. Also, the effect of authenticity, attractiveness and product match-up on psychological ownership was positive and significant, but the effect of communication and social responsibility on psychological ownership was not significant. The effect of consumer attitude towards products on purchase intention and the effect of psychological ownership on consumer attitude towards products was positive and significant. In addition, the consumer's attitude towards the product directly affects the purchase intention and mediates the relationship between influencer characteristics and the purchase intention
  9. Keywords:
  10. Social Media ; Consumer Behavior ; Consumer Attitude ; Word of Mouth ; Word of Mouth Marketing ; Purchase Intention ; Social Media Marketing

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