Influence Of Marketing Research Articles

The Influence Of Event Marketing, Influencer And E-Wom On Purchase Intention Skin Mobile Legends In Malang Town

Based on Moonton's data, the monthly active players of Mobile Legends in Indonesia, totaling 34 million, are predominantly from Java and Sumatra. About 52 percent of Mobile Legends players come from Java Island, while 29.38 percent come from Sumatra Island. The distribution on other islands includes Kalimantan (7.41 percent), Sulawesi (6.29 percent), Bali (3.73 percent), and Papua (0.54 percent). The purpose of this research is to determine and analyze the influence of event marketing, influencer marketing, and electronic word-of-mouth (e-wom) on the purchase intention of Mobile Legends skins in Malang City. The research method employed in this study is quantitative. The population in this research consists of all Mobile Legends players in Malang City. The sample for this research consists of 100 individuals selected through accidental sampling technique. Data collection in this research is done using a questionnaire. Data analysis techniques in this research include Multiple Linear Regression Analysis, Hypothesis Testing (t-test & f-test), and the Coefficient of Determination. Data processing in this research is conducted using SPSS (Statistical Package for the Social Sciences) version 25 software. The results of this research prove that Event Marketing, Influencer Marketing, and E-WOM collectively influence the Purchase Intention of Mobile Legends skins.

Revenue Generation Through Influencer Marketing

Direct-to-consumer firms increasingly believe that influencer marketing is an effective option for seeding. However, the current managerially relevant question for direct-to-consumer firms of whether to target low- or high-followership influencers to generate immediate revenue is still unresolved. In this article, the authors’ goal is to answer this question by considering for the first time the whole influencer-marketing funnel, that is, from followers on user-generated content networks (e.g., on Instagram), to reached followers, to engagement, to actual revenue, while accounting for the cost of paid endorsements. The authors find that low-followership targeting outperforms high-followership targeting by order of magnitude across three performance (return on investment) metrics. A mediation analysis reveals that engagement can explain the negative relationship between the influencer followership levels and return on investment. This is in line with the rationale based on social capital theory that with higher followership levels of an influencer, the engagement between an influencer and their followers decreases. These two findings are derived from secondary sales data of 1,881,533 purchases and results of three full-fledged field studies with hundreds of paid influencer endorsements, establishing the robustness of the findings.

The Analysis of Influencer Marketing Factor Towards Consumer Buying Interest (Case Study of Bambam.kuy Beverages in 2023)

The purpose of this study is to obtain data and information that provides an overview of the influence of influencer marketing on customer buying interest at Bambam.kuy. This study used a quantitative research design with non-probability sampling techniques and purposive sampling. This research involved 100 respondents, all of whom are Bambam.kuy subscribers. Data were analyzed using simple linear regression and tested with SPSS version 28. The results showed that influencer marketing had a positive and significant effect on consumer buying interest as indicated by the results of t count (4.561) > t table value (1.66055) and the level of significance 0.000 < 0.05).

Exploring the impact of beauty vloggers’ credible attributes, parasocial interaction, and trust on consumer purchase intention in influencer marketing

The growing usage of digital platforms has made influencer marketing the most cost-effective marketing tool, especially for products consumed by young digital natives. Among other products, these include fashion and beauty-related items such as cosmetics, whose online marketing has created a particular category of influencers called ‘beauty vloggers.’ By applying the source credibility model, this study investigates whether beauty vloggers’ credible attributes (trustworthiness, expertise, and attractiveness) help consumers build trust towards them and whether followers’ trust leads to desirable marketing outcomes (increased purchase intention). Prior literature used the source credibility model in a fragmented manner. However, this study enhances the holistic framework of social media influencers’ impact on purchase intention by investigating all three credible attributes. It specifically addresses the significance of cultivating trust between beauty vloggers and followers, exploring the impact of vloggers’ credible attributes on consumer purchase intention. Additionally, beauty vloggers periodically engage in parasocial interactions to increase closeness with their audiences, affecting consumer behaviour. This study addresses the limited research on the consequences of parasocial interactions in an emerging market context, examining the impact of beauty vloggers’ repeated interactions on consumer behaviour, contributing to a comprehensive understanding of purchase intention using parasocial interaction as an antecedent. The research was conducted on consumers belonging to the age group of 16–45 who use social media platforms daily. Using structural equation modelling via SmartPLS software, the statistical analysis was done on 357 North Indian respondents. The study explores the influence of beauty vloggers on consumers’ purchasing behaviour in the Indian context. The results demonstrate that beauty vloggers’ credibility traits help in influencing consumer behaviour. The findings also revealed that trust partially mediates the impact of credible attributes of beauty vloggers and consumers’ purchase intention. Additionally, the results show that customers’ purchasing decisions might be influenced by repeated parasocial interactions done by beauty vloggers if they perceive them as credible information sources. The findings of the study contribute to help industrial marketers and practitioners of cosmetic companies use influencer marketing strategically in order to increase market sales.

Impact of Social Media Influencers Credibility on Destination Brand Trust and Destination Purchase Intention: Extending Meaning Transfer Model?

This study is intended to know the effect of sub-dimensions of social media influencer’s credibility (SMIC) on destination purchase intention (DPI) of visitors, and the mediating role of destination brand trust (DBT) in the relationship. Grounded in the positivism paradigm, the study adopts a quantitative approach. A total of 356 tourists during their Kashmir trip participated in the questionnaire survey. Descriptive analysis using Statistical Package for Social Sciences (SPSS 22.0) software and structural equation modelling to test the proposed model was conducted by using Analysis of Moment Structures software (AMOS 23.0). Results of this study revealed that SMIC (trustworthiness, similarity, attractiveness) significantly impacted DBT and DPI. Additionally, the relationship between SMIC and DPI was considerably mediated by DBT. Further, Meaning Transfer Model is also validated, as the results of this study were in resonance with this theory. The results of this study will facilitate tourism policy makers in framing policies and choosing the most appropriate social media influencer (SMI), as well as guide people who looking forward at influencer marketing as a career and researchers working on social media marketing within tourism.

HOW TO INFLUENCER AND VIRAL MARKETING INCREASE PURCHASE INTENTION

Heaven Scent is a business engaged in the perfumery industry and was established in 2021. Various marketing efforts made by Heaven Scent are promotions using influencer marketing and viral marketing. This study was conducted to determine the effect of influencer marketing and viral marketing on purchase intention in products from Heaven Scent. This type of research uses quantitative method research methods with the population, namely followers of Instagram @heavenscentindonesia. Data collection was carried out by questionnaire by Google Form distributed to Heaven Scent social media followers. Sampling using purposive sampling with a sample size of 100 respondents. The data analysis method used in this research is Statistical Product and Service Solution (SPSS) with multiple linear regression analysis method. The results show that the variables of influencer marketing (X1) and viral marketing (X2) have a significant effect on purchase intention, The conclusion that can be drawn from this study is that influencer marketing and influencer marketing variables affect the purchase intention of Heaven Scent products. 

The power of influence: How social media influencers are shaping consumer decision making in the digital age

AbstractThe prevalence of social media influencer (SMI) marketing has compelled businesses to adjust to the changing landscape of the digital age. This adjustment is driven by the substantial influence that social media influencers (SMIs) wield over consumer decision‐making; however, prior research often treated SMI strategy, content, and credibility as separate elements, leaving a knowledge gap on how these elements intersect and collectively influence SMI and consumer behavior. This study aimed to bridge this research gap by synthesizing existing literature on SMIs and consumer decision making, with a focus on SMI strategy, content, and credibility. It employed a systematic literature review with a hybrid domain‐based approach, integrating the strengths of various review types while addressing their limitations. This study employed a constructivist qualitative methodology with a reflexive thematic analysis approach. It focused on synthesizing and analyzing literature from EBSCO databases on social media influencer marketing and consumer behavior, following carefully designed inclusion and exclusion criteria. The findings revealed that SMI Strategy, SMI Content, and SMI Credibility are interconnected components of SMI marketing, and even subtle modifications to these elements can significantly influence consumer decision‐making. This study provides a holistic understanding of SMI marketing, emphasizing the interplay of SMI strategy, content, and credibility in shaping consumer choices. It offers valuable insights for businesses navigating the dynamic landscape of SMI marketing increasing their comprehension of the phenomenon.

Utilize Influencer Marketing to Increase Credibility

Utilize Influencer Marketing to Increase Credibility

Social Media Influencer Marketing: Building a Deeper Understanding through Bibliometric Analysis

Influencer marketing (IM) is growing in popularity, and many advertisers intend to either start using influencers or utilize them more regularly in their media combinations. Despite the expansion in this field, there remains a lack of academic or strategic insights pertinent to influencers. Our goal in doing this bibliometric analysis is to assess the global trends in IM domain from 2011 to 2022 based on publication output, co-occurrence, co-citation, co-authorship analysis, country collaboration maps, tree map and a three-field plot analysis. The present study included 560 articles for study from the Scopus database. BiblioShiny and VOSviewer packages are used for the analysis. To offer further context, we explore various charts, tables and diagrams in this research that include the publishing year, leading authors, journals, countries collaborations and author keywords. A qualitative analysis is conducted on the top 20 documents based on their times cited per year (TCpY). The result indicates that the number of publications is continuously increasing in the field of IM. This bibliometric analysis offers a complete overview of the subject and advises researchers conducting IM research to concentrate on current issues to add new data and insights to the literature.

Pengaruh Online Customer Review, Influencer Marketing, Dan Kualitas Website Terhadap Keputusan Pembelian Online Shop Shopee Siswa SMK Negeri 1 Karanganyar

This research aims to find out whether online customer reviews influence online shop shopee purchasing decisions for students of SMK Negeri 1 Karanganyar, influencer marketing on online shop shopee purchasing decisions for students of SMK Negeri 1 Karanganyar, and website quality on online shop shopee purchasing decisions for students of SMK Negeri 1 Karanganyar. ; and to find out whether online customer reviews, influencer marketing, and website quality jointly influence the purchasing decisions of students at SMK Negeri 1 Karanganyar. This research uses quantitative techniques with correlational methods. The sample for this research was OTKP and MPLB students in classes X, XI and XII who had shopped via the Shopee application, totaling 140 students. The results of this research show that: 1) online customer reviews have a positive and significant influence on purchasing decisions as evidenced by the calculated t value (7.935) > t table (1.977) and a significance value of 0.000 < 0.05. 2) influencer marketing has a positive and significant influence on purchasing decisions as evidenced by the calculated t value (2.206) > t table (1.977) and a significance value of 0.009 < 0.05. 3) website quality has a positive and significant effect on purchasing decisions as evidenced by the calculated t value (4.097) > t table (1.977) and a significance value of 0.001 < 0.05. 4) there is a positive and significant influence between online customer reviews, influencer marketing, and website quality on purchasing decisions as evidenced by the value of Fcount (95.480) > Ftable (2.67) and a significance value of 0.000 < 0.05.

Virtual influencers and corporate reputation: from marketing game to empirical analysis

PurposeThis study delves into how corporations make decisions about influencer marketing. Specifically, it examines the differences between human influencers, who carry the risk of scandals, and virtual influencers, a new and unpredictable realm, regarding their integration with social media platforms.Design/methodology/approachUsing game theory and empirical data, the study explores crucial factors in influencer marketing, including influencer quality, reputation repair costs and the probability of R&D failures.FindingsThis study suggests that companies favor human influencers when the risk of scandal is low. However, competing companies switch to virtual influencers at different intervals as this risk increases. The costs, likelihood of scandals and competition intensity all play a role in a company's decision-making regarding technology management. Additionally, a higher chance of R&D failure can motivate a company to invest more in R&D to gain a competitive advantage over rivals that may suffer failures.Research implications/implicationsThis study provides insights into how corporations manage social media influencer marketing in the digital age. It contributes to marketing theory and technology management decisions by offering a fresh perspective on the relationship between corporate reputation and influencer marketing strategy.Originality/valueThis study offers valuable perspectives into a relatively uncharted area of marketing strategy. It employs game theory and empirical analysis to introduce a fresh method of comprehending the dynamics of influencer marketing, its impact on corporate reputation management and its interaction with social media.

Influencers Marketing and its Impacts on Sustainable Fashion Consumption Among Generation Z

This research explores the intersection of influencer marketing and sustainable fashion purchase intentions among Generation Z in the UK and China, addressing critical challenges in the fashion industry, such as environmental impacts and overconsumption. The study introduces sustainable fashion as a potential solution and emphasizes the role of influencers in shaping Generation Z's attitudes and behaviours. The research delves into the environmental consequences of fast fashion and the emergence of sustainable fashion, providing a comprehensive understanding of the challenges and potential solutions within the industry. The focus then shifts to influencer marketing, recognizing its significance in the digital age, especially among Generation Z, who are considered crucial influencers in the fashion market.The study develops hypotheses that investigate the impact of influencers' experiences, similarity between influencers and Generation Z, and influencers' expertise in sustainable fashion on Generation Z's purchase intentions. Additionally, the research considers consumer attitudes, subjective norms influenced by influencers, and perceived behavioral control, including affordability concerns, as factors influencing sustainable fashion purchase intentions. Positioning Generation Z as a key demographic, the research aims to contribute valuable insights into the complex dynamics of influencer marketing, consumer attitudes, and sustainable fashion consumption. The formulated hypotheses offer a framework for understanding the nuanced relationships between influencers and Generation Z's decision-making processes in the context of sustainable fashion.

Effects of TikTok Influencers on the Purchase Intention of Gen-Z: Cosmetic Industry

This study investigates how TikTok influencers affect Generation Z's purchase intention toward the cosmetic industry in HCMC. The research issue is a lack of knowledge on how TikTok influencers affect Generation Z's buying intentions for cosmetics. The research objective is to investigate the relationships among influencers' credibility, physical attractiveness, expertise, social advocacy, customers' trust, gender, and purchase intention. The literature study emphasizes the significance of customer trust and influencer characteristics in influencing consumer intention. A questionnaire survey is used as a data gathering technique in this research employing a quantitative methodology. To analyze the data, SPSS will be used as the statistical program. Descriptive statistics will be computed to summarize the data. Multiple regression analysis will examine the relationship between influencers' characteristics and customer trust toward their purchase intention. According to the findings, all influencers' characteristics, including credibility, physical attractiveness, expertise, and social advocacy, have favorable effects on Gen Z's purchasing intention. Surprisingly, customer trust has the most influence on Gen Z behavior. It indicates that there is a difference in purchase intention for different genders. The outcomes will offer valuable insights to cosmetic industry marketers at HCMC to develop effective influencer marketing strategies for Generation Z consumers.

Kajian Bahasa dalam Konteks Influencer Marketing: Pengaruh Pemakaian Bahasa dalam Pemasaran Akun Selebgram @Fadiljaidi

In a continually evolving digital landscape, influencers play a pivotal role in shaping consumer behaviors. This research focuses on analyzing the language strategies employed by influencers in their marketing content. From the use of creative language styles to tailored keyword usage, this study highlights how language serves as a primary tool in capturing attention, building brand identities, and influencing audience mindsets. Apart from considering the language strategies utilized by influencers, this study also delves into the impact of language usage on their followers. This analysis sparks a discussion on how audiences perceive various types of language used in influencer marketing content. The influence of language on the perception of promoted products or services and purchasing decisions takes center stage in this research.

TRAVEL INFLUENCERS AND INFLUENCER MARKETING IN TOURISM: THE CASE OF LIBYA

Influencer marketing has become an increasingly popular tool for promoting tourism, but the use of this strategy in Libya is not well understood and it is not widely implemented. The current study is meant to investigate the existing situation of influencer marketing in the tourism industry in Libya, a country that is currently facing political and economic challenges after the Arabic spring. A qualitative research design was used, with the utilization of online interviews as the primary source of data collection. The participants in the study were selected through a random sampling technique and included two travel influencers, two tourism professionals, and four travel agency managers. The interviews were conducted in the form of online video meetings which they were held through the google meet application and the data collected was scrutinized and then grouped accordingly using thematic analysis. The findings revealed that the current use of influencer marketing in promoting tourism in Libya is limited. Some participants reported that they have not yet implemented influencer marketing in their tourism promotions, while others have recently begun working with a few travel influencers on Instagram. The study also found that the main challenges faced by participants in implementing influencer marketing in their tourism promotions are identifying the right influencers and measuring the success of influencer marketing campaigns. Participants reported difficulties in finding influencers with a large following who are also knowledgeable about and passionate about Libyan tourism. This aligns with the literature which indicates that recognizing suitable influencers is one of the main challenges of influencer marketing.

Contributions of influencer marketing methods in enhancing customer capital

The research aims to determine the contributions of the means of influence marketing in enhancing customer capital. The researchers chose a number of private schools represented by (Al-Awael School, Al-Mubdun School, Al-Rawad School) in the city of Mosul to reach a solution to the problem of how to enhance customer capital by adopting departments Schools are the research field for influencer marketing means as a field for applying the field side of the study, as the field consisted of (1200) people, and the researchers chose a sample of parents of students in those schools, which numbered (400) individuals, and the researchers relied on the analytical descriptive approach through the distribution of electronic questionnaire forms Which was adopted as a main tool in data collection, and the data was analyzed by the statistical program (SPSS, V.26) using statistical methods (percentage, arithmetic mean, standard deviation, intensity of response and coefficient of difference), the results showed a significant correlation between influencer marketing And customer capital, as well as the existence of an influence relationship of influence marketing means on customer capital, and that there is a great interest by the administration of private schools in the field of research to obtain sufficient information from its customers to improve its services provided to them.

Social Influence Strategies: Unveiling the Dynamics of Influencer Marketing in Modern Communication

The study aims to elucidate the underlying mechanisms of influencer marketing by examining the tactics used by influencers to foster authentic connections with their audience and, as a result, influence consumer choices. The study provides a detailed analysis of the strategies used by influencers, such as content curating and strategic brand partnerships, to effectively incorporate marketing into their content. The research primarily examines the merging of authentic identity and persuasive impact in influencer marketing. In contrast to traditional advertising, influencer marketing flourishes by leveraging the perceived genuineness of influencers and the relatability of their content. The study aims to clarify how influencers effectively manage the delicate equilibrium between authentic self-expression and intentional business promotion. It aims to elucidate the strategies they use to develop trust and connection with their audience, thereby amplifying their persuasive impact. The report also examines influencer marketing in great detail, predicting its future development in the field of marketing communication. The study seeks to provide significant insights into the evolving dynamics of consumer-brand relationships in a social media and influencer-driven age by examining the intricate connections among influencers, corporations, and consumers. This research enhances our comprehensive comprehension of influencer marketing’s impact on the direction of contemporary marketing communication by unravelling its intricacies and predicting future trends.

Influencer Marketing Unveiled: A Conceptual Exploration of Emotional Marketing, Consumer Connections, and Future AI Trends

This research aims to get a conceptual knowledge of influencer marketing, as well as its relationship with emotional marketing. Emotional marketing is considered a component of influencer marketing, since customers form an emotional connection with the influencers. An analysis has been conducted to investigate the level of emotional connection that may be formed between influencers and customers across many categories, including nano influencers, micro influencers, and celebrities. Influencers use several methods such as authenticity, narrative, engagement, and interaction to control customers’ purchasing attitude and intention. These strategies enable influencers to develop an emotional connection with consumers. These strategies assist in quantifying the influence on customers by analysing their purchases. The future trajectory of marketing, with a focus on the integration of AI, has been thoroughly examined, along with a comprehensive analysis of the potential impact of influencer marketing.

Pengaruh Influencer Marketing dan Pemasaran Digital Era Modern terhadap Loyalitas Konsumen Produk Emina (Studi Kasus Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Jember)

The aim of this research is to analyze the influence of influencer marketing and digital marketing on consumer loyalty for Emina products. This research is quantitative research. The population in this study was 1423 students at Muhammadiyah University of Jember from the 2019 to 2022 academic year who used Emina products. Researchers used sampling techniques using non-probability sampling techniques with purposive sampling. Determining the number of samples in this study used the Slovin formula, so based on the Slovin formula the number of research samples was 312 students. The analytical method used is descriptive and quantitative statistical analysis with SPSS application tools, version 21. The tests used are validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, multiple linear regression test, t test and coefficient of determination test. The results of this research state that these two variables, namely influencer marketing and digital marketing, have a significant effect on consumer loyalty for Emina products. The coefficient of determination value for this research was 73.1%. Keywords : Digital Marketing, Influencer marketing, Product Consumer Loyalty

Influencer Marketing to Youth: The Impact of Instagram Influencer on Healthy Food Choices Among Youth

Abstract Healthy food choices have become a trend among youth as they are more concerned about their health. The increasing role of social media in affecting the behavioural change of today's society can be seen as social media has become an integral part of most people worldwide. The rise of influencer marketing on social media platforms is affecting the consumer's eating behaviour. However, previous studies have shown contradictory results regarding influencers' impact on youth's healthy eating behaviour. Scholars suggest that Instagram has a definitive effect in encouraging healthy eating behaviour among youth, but there is a lack of research that mainly focuses on Instagram's influencer marketing and its impact on eating behaviour. This study aims to focus on the roles of influencer marketing on Instagram in influencing youth's healthy eating behaviour. The Healthy Food Promotion Model is reviewed to explain the underlying mechanism of healthy food promotion. A qualitative research method was applied to collect the data. Intensive interviews were conducted with six Instagram users in Malaysia via Zoom Meeting. The study concludes that Instagram influencer marketing plays a vital role in influencing the healthy eating behaviour of youth. Future researchers are advised to conduct longitudinal studies on this research to adapt it to the continuous evolution of social media platforms. It is also to explore other possibilities of social media influencer marketing in influencing youth's healthy eating behaviour.