Influencer Marketing from a Consumer Perspective: How Attitude, Trust, and Word of Mouth Affect Buying Behavior

Kamaldeep Singh

doi:10.5755/j01.eis.1.15.28803

Abstract

Influencer marketing is a marketing method that more and more companies are using when it comes to marketing brands. The purpose of the study has been to gain a deeper understanding of how social media influencers affect consumers' buying behavior. To understand this, consumers' attitudes and confidence in the phenomenon have been relevant factors to examine. The study also aimed to find out whether Word of Mouth (WoM) or social media influencers have the greatest impact on consumers' buying behavior. The results have shown that social media influencer's impact on consumers' buying behavior depends on whether attitudes are positive or negative. Consumers with positive attitudes towards social media influencers have a greater tendency to acquire what is marketed in comparison with consumers who have negative attitudes towards social media influencers, who instead refrain from buying. Factors that increase confidence in social media influencer are whether the consumer feels connected, honesty and that social media influencer in markets products / services within its area of expertise. What has been shown to play a significant role when it comes to influencing consumers' buying behaviors and attitudes is what the environment's perceptions, opinions and experiences about the phenomenon look like WoM. It has emerged that the respondents have a greater confidence in their surroundings than they have in social media influencers. This study will adopt a qualitative approach towards collection and analysis of data. Hence this study will investigate influencer marketing from a consumer perspective through a qualitative method with the help of semi-structured interviews. The researcher will conduct a minimum of 5 semi-structured interviews and analyze the data to formulate the required findings of this study.

Highlights

Findings and Analysis they are perceived on this way has to do with the fact that they can interact with their followers and that social media influencer (SMI) usually be close in age with their followers, which means that SMI is considered capable of creating content which suits the followers
Because the purpose of the study is to understand consumers' attitudes and buying behavior towards influencer marketing, it was considered of great importance to examine consumer attitudes
That the opinions and recommendations of the environment have a great conviction and the impact on consumers' buying behavior appears in other studies that believe that The Word of Mouth (WoM) transmitter is considered credible as they are usually independent of the product / service and not seeks to influence the WoM receiver to its advantage

Summary

Introduction

How WOM and the subjective norm affect consumers' attitudes and purchase intentions as well as the factors that make individuals feel confident in SMIs. Because the purpose of the study is to understand consumers' attitudes and buying behavior towards influencer marketing, it was considered of great importance to examine consumer attitudes. The majority of those with different attitudes believe that the positive thing about influencer marketing is that it is one way for those to be informed about for the unknown or new products.

Objectives

Results

Conclusion