Prioritizion of Digital Influencers Attractiveness Influencing Consumer Purchase Intention Using AHP

Abstract

Marketing through influencers is economical and effective promotion tactic because it assures a broad spectrum to target inquisitive customers effectively. The study aims to explore the factors that contributes to digital influencer attractiveness and their impact on intention of consumers regarding purchase decision. It also explores consumers’ preferences towards the types of influencers based on key influencer attractiveness. Data was collected using a survey questionnaire of 195 university students. The conceptual framework was tested through the analytical hierarchy process. Research findings indicate that purchase decision of university students in Dubai is highly influenced by the digital influencers. Factors such influencer’s reputation was most preferred factor followed by trustworthiness, audience engagement, brand association, reviews and influencer’s personality influenced consumer purchase decision. Results revealed that with respect to the type of influencer consumers prioritized fashion and beauty influencers followed by travel and food influencers, and fitness influencers. The significance of our findings about the originality of the information and knowledge in the Dubai region drives our study’s implications. This research can be leveraged as a guide by stakeholders, academics, and managers who might develop new marketing strategies tailored to Dubai customers to empower their consumers' attitudes and ever- changing behavior towards digital influencers.