Influence Of Marketing Research Articles

How influential can a sustainable digital influencer be? An exploratory study on the relationship between influencing skills and followers’ environmental concerns, awareness and pro-environmental behaviour

Purpose This study aims to examine the influence of sustainable digital influencers (DIs) on followers’ environmental concerns, awareness and pro-environmental behaviour. It explores the specific influencing skills that contribute to raising sustainability awareness and fostering pro-environmental practices among social media users. Design/methodology/approach A survey was conducted among 403 Portuguese social media users who follow at least one sustainable DI. A scale was developed and validated to measure sustainable influencers’ skills, identifying four distinct dimensions: cognitive, behavioural, interaction and leadership skills. The study applied multiple linear regression analysis to assess the relationships between influencing skills and followers’ environmental attitudes and behaviours. Findings Four different skills were identified: cognitive, behavioural, interaction and leadership skills. The results indicate that cognitive skills positively impact followers’ environmental concerns and awareness, whereas leadership skills positively influence environmental concerns. However, none of the four influencing skills demonstrated a significant impact on followers’ pro-environmental behaviour. In addition, environmental concern and environmental awareness were found to be positively related to pro-environmental behaviour. Originality/value To the best of the authors’ knowledge, this study is among the first to empirically analyse the specific influencing skills of sustainable DIs and their role in shaping environmental attitudes. By developing a validated scale for measuring DI skills, this research contributes to the literature on influencer marketing and sustainable consumption.

The Strategic Impact of Macro and Micro Fashion Influencers on Instagram

In the realm of fashion marketing, the practice of influencer marketing on social media, particularly Instagram, has emerged as a pivotal communication tool, affording multifaceted advantages to companies operating within the industry. The strategic use of influencers serves diverse objectives, including enhancing brand perception, improving brand evaluation, and encouraging consumer purchases influenced by these individuals. This study endeavors to delve into the nuanced disparities between macro and micro influencers through a series of comprehensive interviews conducted with both influencers and seasoned professionals within the fashion domain. Furthermore, the research seeks to elucidate the circumstances under which fashion brands opt for either macro or micro influencers, contingent upon the specific goals of their communication campaigns within the Instagram social network.

SENTIMENT-GUIDED MULTIMODAL CONTENT RECOMMENDATION USING GRU AND CNN-LSTM ARCHITECTURES

In the era of social commerce, recommendation systems must transcend traditional paradigms by incorporating multimodal data to personalize content more effectively. This study proposes a sentiment-guided, multimodal recommendation framework that integrates text and image-based features to enhance product recommendation strategies, particularly in influencer marketing and fashion retail. The proposed architecture utilizes Gated Recurrent Units (GRUs) for analyzing user-generated textual comments to capture emotional tone and sentiment directionality. Concurrently, a hybrid Convolutional Neural Network–Long Short-Term Memory (CNN-LSTM) pipeline processes product images, extracting semantic features and generating descriptive captions that encapsulate visual attributes such as color, category, and brand. By fusing textual sentiment with visual embeddings, the system produces contextually relevant and emotionally resonant recommendations. The GRU-based sentiment classifier achieves a classification accuracy of 89%, while the CNN-LSTM image captioning module attains a BLEU-1 score of 0.68 and 85% accuracy in visual attribute prediction. The real-time filtering mechanism dynamically modulates content delivery based on sentiment polarity—suppressing recommendations during negative user sentiment to reduce cognitive load and enhance user trust. Designed with scalability in mind, the system supports real-time interaction through streaming APIs and can be deployed on cloud platforms or edge devices. It enables automated visual tagging, reduces manual annotation overhead, and improves content discovery by aligning recommendations with both emotional and aesthetic user preferences. This architecture thus transforms passive browsing into an adaptive, emotionally intelligent interaction—offering a significant leap forward in personalized marketing and user engagement in visually rich environments.

Exploring the Impact of Social Media Influencer Attributes on Purchase Intentions: Evidence from Influencers’ Virtual Boutiques in Qatar

The rise of social media influencers has significantly reshaped the digital marketing landscape, introducing innovative strategies for promoting goods and services. This research explores the emerging phenomenon of Influencers' Virtual Boutiques, a novel form of social commerce recently gaining traction in the Gulf Cooperation Council (GCC) region, particularly in Qatar. These virtual boutiques operate as curated digital storefronts where influencers endorse and sell products directly to their followers. This study examines four key attributes—trustworthiness, expertise, attractiveness, and authenticity—and their influence on the purchase intentions of followers from the influencer’s virtual boutiques. The findings demonstrated that authenticity is the strongest predictor of purchase intention, while trustworthiness, expertise, and attractiveness did not show significance. These results suggest a shift in consumer preferences, where relatability and genuine influencer engagement play a more crucial role than traditional credibility markers. This study contributes to the growing body of influencer marketing and social commerce research by offering empirical evidence on the emerging influencer virtual boutique model in the Qatari market.

THE FUTURE OF SOCIAL MEDIA IN MARKETINGWITHREFERENCE TO ELECTRONIC GOODS

Aim: The objective of the study is to examine how social media is changing the waythat electronic goods are marketed, looking at present patterns, potential paths forward, andtactical ramifications for marketers looking to use social media platforms to their advantageand sway customer behavior in the sector. With an emphasis on the relationship betweensocial media, marketing, and electronic goods, this goal gives the research piece a distinct direction. Additionally, it implies that the paper will examine social media marketing'spresent and future facets in this sector. Keywords: Customer Satisfaction, social media marketing, electronic goods, digital marketing, online advertising, influencer marketing, content marketing, online consumerbehavior.

A COMPARATIVE STUDY ON AUTHENTICITY ANDVALUESINCONTENT MARKETING AND INFLUENCER MARKETING

Aim: The primary aim of this study is to conduct a comprehensive comparative analysisofauthenticity and values in content marketing and influencer marketing. By examiningthesetwo prominent marketing strategies, the study seeks to understand howthe principlesofauthenticity and values influence their effectiveness, consumer perception, and overall impact. Material And Methods: Where I have been referred may research articles previouslysubmitted related to my topic and I have been used a self-prepared Questionnaire withthehelp of the google forms and where it helped to collect the response fromthe customer about their opinion in their satisfaction level and where with the help of, he Excel and SPSSIBMVersion 26 Where I analysed the research article with the help of the Independent TTest, One way Anova and Correlation. Where the analysis and table charts have shown belowinfigures. Results and Discussion: With the help of the Response collected by the customerwere helped to evaluate the value and authenticity of content marketing and influencermarketing in which the paired sample test resulted with (0.001) which highlightedthat influencer marketing has more authenticity on contrary to content marketing. Conclusion:The Comparison Between Authenticity And Values In Content marketing And InfluencerMarketing provided a valuable insight into assessing the considerations in which it brings that

A Study on Impact of Digital Marketing and Social Media in Purchasing Decision of Youth of Raipur

ABSTRACT The purpose of this study is to examine how social media and digital marketing affect young people's purchase decisions in Raipur. Traditional purchasing habits have changed due to the increase in internet penetration and smartphone usage, which makes digital marketing a crucial tool for companies. Social media sites, particularly Facebook, Instagram, and YouTube, have emerged as the new markets where young people research, assess, and buy products. Using structured questionnaires, the study collects data from 100 respondents between the ages of 18 and above. It investigates the ways in which influencer marketing, content marketing, and targeted advertising impact consumer preferences and ultimate decisions. The proliferation of virtual technology and the substantial adoption of social media platforms have fundamentally transformed the landscape of marketing, particularly many of the young people demographic. This study observe explores the impact of virtual marketing and social media on the buying decisions of children in Raipur, a unexpectedly growing urban center in Chhattisgarh, India. The take a look at is driven by the commentary that youngsters elderly among sixteen to 30 years are increasingly more using structures like Instagram, YouTube, facebook, and WhatsApp now not most effective for social interplay however additionally as a primary supply of statistics and influence for their purchasing decisions. Through a structured questionnaire administered to one hundred fifty respondents in Raipur, this have a look at investigates the behavioral styles of younger clients with regards to digital commercials, influencer advertising, brand content material, and peer evaluations shared on social systems. The studies adopts a descriptive design and analyzes both primary and secondary statistics to attract comprehensive insights. Key findings imply that virtual advertising substantially influences all stages of the client choice-making manner — from focus and hobby to evaluation, buy, and submit-purchase behavior. The consequences screen that visual and video content material, specially influencer-driven promotions and peer-generated content, performs a main function in shaping perceptions and riding purchases. moreover, the consider component associated with relatable influencers regularly outweighs that of traditional celebrities or emblem ambassadors. The youngsters in Raipur show a sturdy preference for brands that hold a consistent, enticing, and actual virtual presence. This observe offers valuable insights for entrepreneurs and nearby businesses seeking to connect to the kids phase in Tier-II cities. It underscores the need to craft localized virtual advertising techniques that concentrate on personalization, engagement, and network building. The paper concludes with the aid of recommending a strategic approach that integrates social media marketing, influencer collaborations, and content-driven campaigns to correctly capture the attention and loyalty of younger consumers in Raipur.

Beyond clicks and likes: a typology of affect in digital marketing

PurposeThe purpose of this study is to analyze the evolving role of affective components within the digital marketing domain. Offering a comprehensive typology that synthesizes existing research and provides a structured path forward.Design/methodology/approachA literature review was conducted, supported by content analysis, adopting a longitudinal approach extending up to 2024. The study presents bibliometric indicators, temporal evolution, indexed collaboration between countries with significant publications on the topic, conceptual understanding of affect, a typology analysis and future research directions in the field.FindingsThe findings reveal that affect is a critical and emerging element in the digital marketing domain, especially since 2020. Six pivotal classes were identified: humanized brand building, personalized consumer experience, content marketing, consumer behavior in digital environments, affective responses in advertising and influencer marketing. These structures of knowledge provide insights into how brands can effectively connect with their consumers through authentic and affective components.Originality/valueThis study introduces an innovative conceptual typology that incorporates affect within the digital marketing domain. By identifying six distinct classes, it offers a novel framework for understanding the role of affect in creating more effective and meaningful brand-consumer relationships.

MILLENNIALS VS. GEN Z: A COMPARATIVE STUDYONGREENPURCHASING BEHAVIOUR

AIM: This study compares the green purchasing behavior of Millennial's and GenZ, analyzing factors like environmental awareness, social responsibility, and marketingstrategies. Data from 114 respondents in Sriperumbudur was collected through surveys andinterviews using a mixed-methods approach. Statistical tests (Independent Samples T-Test &One-Way ANOVA) in SPSS showed no significant impact of age on green purchasing. Green marketing exposure had no major influence compared to traditional marketing. Millennials prioritize price and brand trust, while Gen Z follows social trends anddigital marketing. Social media and influencer marketing play a key role in promoting eco-friendlyproducts

Exploring the Impact of Social Media Influencer Marketing on Consumer Choices: Evidence from Pakistan's Fashion Industry

Consumer decision-making has been profoundly impacted by the influencer marketing in the recent times. The growth of SM influencers has significantly altered how companies interact with their clients and prospects (Jin & Ryu, 2020). It is reported that today more than 75% of marketers depends on SM influencers to promote their product/service-related information and more than 65% of global brands have plans to increase their influencer marketing budget with spending expected to reach US$373 million by 2027 (Ki et al., 2020). Social media influencers have become important drivers of consumer behavior in the age of digitization, influencing choices for brands and purchases. It was also found that 82% of people are highly likely to follow influencer recommendations (Berger, 2016). Although the use of influencer marketing has grown significantly in recent years, there is a little academic research on the influencer marketing phenomenon (Cauberghe & Hudders, 2017). However, understanding the fundamental causes that lead to an influencer& capacity to impact purchase intentions is the main goal of this study. The interaction of source credibility, information quality, social influence, and attitude towards an influencer in influencing purchase intention is examined in this study thesis. A structured survey was used to gather information from people who follow influencers on social media as part of a quantitative research methodology. SEM, or structural equation modelling, was used to analyze the data and test the hypotheses that had been put out. This study proposes a theoretical model to comprehensively understand the key factors and it is found that source credibility, information quality and social influence which shapes a consumer attitude towards a particular SM influencer and predicts the purchase intention among the millennials consumers of online fashion products as a result of the message shared by that particular SM influencer.

Do Parent Influencers Neglect or Abuse Their Children? A Document Analysis.

For parents, influencer marketing has become a primary profession and income source. Parents share highly personal images of their underage children. In these posts, the privacy and rights of the children can sometimes be overlooked. The aim of this study was to identify situations in which the posts made by parent influencers about their children may negatively affect them. This study analyzed 2,597 posts shared over a 6-month period by 29 parent influencers on Instagram in 2024, using a qualitative content analysis method. The content of the posts related to children was categorized using the Social Media Content Evaluation system developed by the research team. The total number of followers of the parent influencers was 16,578,279. Posts that featured children's images received approximately twice as many likes as those that did not. Four themes were identified from the images featuring children; using the child to earn income, ignoring children's privacy, disclosing information related to the child's temperament or disposition, and the tendency of parent influencers to use their children in posts. There is a risk of misuse of posts involving children by parent influencers. It can be stated that these posts increase the children's digital footprint, and stronger measures should be taken to protect the children's privacy rights in this context.

ANALISIS INFLUENCER MARKETING, ONLINE CUSTOMER REVIEW, DAN DIGITAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN ONLINE GEN MILENIAL

In this digital age digital age, online shopping transactions have become a habit that has become ubiquitous It has mushroomed everywhere even almost all circles. Various generations are in fact already so familiar with online shopping transactions, not just shopping, but also selling online. shopping, but the way of selling has also been dominated by online. Changes and technological developments have become one of the strong factors in changes in online behavior at this time, so that the online behavior at this time, so that technological sophistication makes online purchasing decisions very necessary to be analyzed more deeply. online purchasing decisions need to be analyzed more deeply. No wonder if the development of digitalization in influencing human behavior is so fast, because by only transacting online we don't need to leave the house, save time, and can transact online. time, and can transact virtually, and buy and sell online. Basically the purpose of the research conducted to analyze the factors that influencing online purchasing decisions especially millennial genes, namely influencer marketing, online customer review, and digital marketing. marketing, online customer reviews, and digital marketing. Type of research is quantitative research with the research sample being gen millennial students of Pelita Bangsa University who have made online shopping transactions with a purposive sampling of 100 respondents. shopping online with purposive sampling 100 respondents. Data analysis technique using SEM (Stuctural Equation Modeling). The results of this study indicate that the influencer marketing variable does not affect the millennial gen online purchasing decision, then the online customer review variable does not affect the millennial gen online purchasing decision, but the digital marketing variable affects the millennial gen online purchasing decision

Configuration Path Analysis of the Virtual Influencer’s Marketing Effectiveness

As an emerging marketing tool, virtual influencers (VIs) have attracted increasing scholarly attention. However, existing research predominantly adopts linear causal analysis models, which fail to capture the complex, nonlinear interaction between consumers and VIs. Grounded in the 5W communication model and utilizing a fuzzy-set qualitative comparative analysis (fsQCA), this study systematically explores how different configurational paths influence consumer engagement, drawing on empirical data from 205 participants. The findings reveal that (1) the synergy of entertainment, information, and credibility is a core prerequisite for achieving high engagement; (2) two equivalent paths—namely, the technology-driven path (media richness + content synergy) and the cognition-driven path (technology acceptance + content synergy)—lead to high engagement, both with a solution consistency of 0.98; and (3) the joint absence of content, media richness, and audience cognition results in low engagement. Theoretically, this study challenges traditional linear approaches by validating causal asymmetry and revealing configurational interdependencies among communication elements. It also extends the Media Richness Theory (MRT) and the Technology Acceptance Model (TAM) into the context of virtual influencer (VI) marketing. Practically, the proposed dynamic configuration model offers marketers a novel framework for optimizing VI campaigns through resource-adaptive strategies.

Influencer profiling: a comprehensive categorisation of social media influencers and their association with digital engagement

ABSTRACT Influencer marketing has evolved significantly, becoming more sophisticated and integral to brand success. Addressing the limitations of previous studies, this article presents an empirically validated categorisation of influencers by simultaneously considering their personal characteristics and content attributes. Using data from over 11,000 YouTube videos, we propose an empirical categorisation of six influencer profiles – Expert, Motivator, Attractive, Productive, Perfectionist, and Middle-of-the-road – based on several personal characteristics such as trustworthiness, originality, expertise, and over 40 linguistic elements. Moreover, we demonstrate the association between these profiles and different metrics of digital consumer engagement. This research advances the literature on social media influencers, offering valuable insights for developing effective influencer marketing strategies.

Fostering second-hand luxury purchases through social media influencers: insights from young adults in Taiwan

Purpose Based on signaling theory, this study aims to examine the impact of three influencer-related attributes (i.e. credibility, homophily and popularity) on consumers’ emotional responses (i.e. pride and hope) and their intention to buy second-hand luxury (SHL) goods. Design/methodology/approach With the data obtained from 409 young YouTube users in Taiwan, the proposed hypotheses were examined using partial least squares-structural equation modeling (PLS-SEM) and fuzzy-set qualitative comparative analysis (fsQCA). Findings The PLS-SEM results showed that influencer-related attributes significantly trigger consumer pride and hope, which in turn stimulate their purchase intention toward SHL products. The fsQCA results supplemented the PLS-SEM findings, indicating four configurations boosting purchase intention. Originality/value Although scholars are increasingly interested in SHL goods due to their eco-friendly appeal, there remains an untapped opportunity to harness the potential of social media influencers in driving consumer purchases within this realm. The findings enrich the literature on influencer marketing and SHL purchases and offer practical implications for brands and advertisers in creating impactful influencer marketing strategies to influence consumers’ purchase behavior and foster a culture of sustainable consumption.

The Impact of Federal Reserve Interest Rate Changes on the Psychological Account of Chinese Market Investors

In recent years, the Federal Reserve's monetary policy decisions, especially changes in interest rates, have had profound spillover effects on global financial markets. The Chinese capital market also showed some fluctuations during this period. With the development of behavioral finance, the theory of psychological accounts has been proven to play an important role in the capital market. At the same time, psychological accounts influence market decisions by influencing investor psychology, causing changes in the market. Based on this, this article adopts a literature review method and focuses on exploring the impact of changes in the Federal Reserve interest rate on the performance of investors in the Chinese market from the perspective of psychological accounts. In addition, by reviewing existing research findings, this article evaluates the response of Chinese investors to the US interest rate hike, with a focus on how psychological biases such as loss aversion and psychological accounting affect investment decisions. This study examines the results of various studies to understand the broader impact of interest rate changes on the Chinese financial market, with a particular focus on behavioral finance theory. Finally, this article provides recommendations for Chinese investors and offers insights into future research on the intersection of global monetary policy and investor psychology.

Goodbye beauty and dancing influencers: Are AI models the future of marketing?

Abstract Purpose- As we step into an increasingly AI-driven future, the world of marketing is no exception to this paradigm shift. The rise of social media has already given birth to a new era of influencer marketing, where beauty and dancing personalities have become an integral part of brands’ marketing strategies. However, the use of AI models in marketing has emerged as a transformative approach, which could potentially replace these influencers in the future. With the rapid advancements of technologies, it's not hard to imagine an AI-powered assistant, capable of flawlessly promoting various products and brands to millions of followers. This paper aims to explore the effectiveness of AI model integration on the traditional use of beauty and dancing influencers on social media and the potential consequences of such a shift in the industry. It will also address the benefits and drawbacks of using AI models in marketing and anticipate the future of influencer marketing in the age of AI. Design/methodology/ approach- A new scale is created and validated after confirmatory factor analysis. Mahanalobis Distance test is also used. SPSS software is used for a measurable scale of identified factors that influence the future scope of AI models. Findings- The model gives us clear factors which impact the scope of AI models, especially in the influencer marketing field. Research limitations- The impact of the Pandemic (Corona), Terrorism, Recession, etc. are not considered for this research. Originality/Value- The influencer marketing and advertising sector can make strategies for long-term effectiveness and growth by identifying the most important factors that will influence the AI model integration on the traditional use of beauty and dancing influencers. They will get to know which direction this industry is going and the magnitude of impact due to AI. Keywords-AI models, Influencer marketing, Ethical considerations, Effectiveness

How content marketing and influencers drive skincare purchase intentions on social commerce

This study analyzes the influence of Content Marketing, Viral Marketing, Influencer Marketing, and Electronic Word-of-Mouth (E-WOM) on Purchase Intention of local skincare products in Jakarta through social commerce platforms. The study used a quantitative method with Structural Equation Modeling-Partial Least Square (SEM-PLS) and involved 250 respondents selected through purposive sampling techniques. The results showed that E-WOM had the greatest influence on Purchase Intention, followed by Influencer Marketing, both of which were effective in building consumer trust. Meanwhile, Content Marketing and Viral Marketing made smaller but still important contributions in increasing brand awareness. E-WOM proved to be a powerful social validation tool, while Influencer Marketing created a significant emotional connection between the audience and the product. The implications of this study suggest that local skincare companies need to prioritize E-WOM-based strategies, such as encouraging positive reviews from consumers, as well as strengthening collaboration with credible influencers. In addition, relevant and interesting marketing content is still needed to strengthen brand appeal. This study contributes by identifying the simultaneous influence of digital marketing elements on Purchase Intention and provides strategic insights for companies in increasing competitiveness in the local skincare market.

The Influence of Influencer Marketing on Consumer Loyalty for Kafh Products Among Students of the Faculty of Economics, State University of Jakarta: A Conceptual Framework

Abstract - The rapid advancement of technology and modernity has significantly transformed the cosmetics industry in Indonesia, leading to notable growth in both makeup and skincare segments. Initially dominated by women, the industry has seen an increasing number of men recognizing the importance of skincare, resulting in innovative products tailored for male consumers. Effective advertising strategies are crucial for brand introduction, with a marked shift from traditional media to social media platforms like Instagram and TikTok, where influencer marketing plays a vital role. Influencers significantly impact purchasing decisions, and engaging, viral content enhances brand visibility. An example of this trend is Kahf, a men's skincare brand established in 2020, which successfully employs influencer marketing to promote its diverse product range. By leveraging social media, Kahf has created compelling promotional content, resulting in increased consumer interest and brand recognition.

Pengaruh Influencer Marketing dan Online Customer Review terhadap Minat Beli Produk Skintific pada Mahasiswa Universitas Nusa Cendana Kupang

This study aims to determine the influence of Influencer Marketing and Online Customer Reviews on the Purchase Intention of Skintific products among students of Nusa Cendana University in Kupang. The research is motivated by the development of digital technology, which has increased the role of influencers and customer reviews in skincare product marketing. The method used is a quantitative approach through the distribution of questionnaires to 100 respondents, with data analysis techniques using multiple linear regression. The results show that Influencer Marketing has a positive and significant effect on Purchase Intention of Skintific products, while Online Customer Reviews do not have a significant effect on Purchase Intention. Simultaneously, Influencer Marketing and Online Customer Reviews have a significant effect on Purchase Intention. These findings highlight the importance of influencers in shaping consumer purchase intention, whereas customer reviews alone are not strong enough to influence purchasing decisions. The implications of this study suggest that companies should focus more on effective influencer-based marketing strategies.