Influence Of Marketing Research Articles

Conquering Digital Marketing: Powerful Strategies for Accelerating Business Growth

Understanding digital marketing tactics is now crucial for company expansion in the digital age due to the quickly changing technology landscape. This study investigates the efficacy of modern digital marketing strategies with an emphasis on how they support significant company growth. This study is significant because it offers practical advice on how to use data analytics, customization, and cutting-edge technology like machine learning and artificial intelligence to maximize digital marketing initiatives. The main goal of this study is to determine and evaluate the best digital marketing tactics that spur company expansion. Using a thorough literature review methodology, the study assesses the effects of different digital marketing methods on business performance by looking through contemporary academic sources. Important results show that cross-channel and multi-channel marketing techniques greatly improve brand coherence and consumer engagement. Enhancing targeting accuracy and campaign efficacy requires the use of data analytics and artificial intelligence capabilities. While ethical principles and digital transformation are essential for maintaining consumer trust and competitive advantage, personalization and customer feedback integration play a critical role in driving engagement and conversion rates. Furthermore, social media, influencer marketing, and strong content tactics work well to increase brand awareness and adherence. Strategic agility is ensured by remaining up to date with emerging trends, and marketing outcomes are further enhanced through optimization of conversion rates and user experience design. These findings' implications imply that companies should take a multifaceted strategy to digital marketing, including cutting-edge technologies and emphasizing ethical and personalized practices. It is advised to use multi-channel marketing techniques, make use of AI and data analytics, prioritize ethical marketing, and continuously improve user experience and content. Future studies ought to investigate how new digital trends—like gamification and behavioral targeting—affect the efficiency of marketing campaigns and the expansion of companies. In addition to offering a foundation for companies hoping to succeed in the cutthroat digital economy, this research advances our understanding of successful digital marketing tactics.

The Influence of Price, Quality of Service and Influencer Marketing on the Decision to Stay at a Villa in Badung District

This research took as its object a villa/hotel in Pecatu Village, Badung Regency, with the aim of examining the influence of price, service quality and influencer marketing on the decision to stay at a villa in Badung Regency. Quantitative Multiple Regression Research Method with a sample of 84 and data analysis using SPSS Version 24. Findings from the Research: (1) Price (X1) influences decisions to stay in a positive and significant way; (2) Service Quality (X2) influences decisions to stay in a positive and significant way; (3) Influencer Marketing (X3) influences decisions to stay in a positive and significant way; and (4) Overnight Stay (Y) influences decisions to stay in a villa or hotel in Badung Regency in a positive and significant way all at once, making them into a single unit. Research Implications This research found that the influence of price variables, service quality and influencer marketing on the decision to stay at a villa/hotel in Badung Regency is very large.

Influencer-generated content on social media: how does influencers’ self-disclosure affect followers’ purchase intentions?

PurposeThis study investigates the effects of two types of self-disclosure by influencers (i.e. personal self-disclosure and professional self-disclosure) on followers’ parasocial relationships with them and online engagement with their content, which eventually affect followers’ purchase intentions.Design/methodology/approachThis study collected data based on a cross-sectional survey of 823 social media users. Structural equation modeling analysis was used to test the overall structural model and the mediating roles of parasocial relationships and engagement.FindingsThis study reveals that influencers’ personal self-disclosure has a positive impact on followers’ parasocial relationships with them and online engagement with their content. Interestingly, the results indicate an inverted U-shaped relationship between influencers’ professional self-disclosure and followers’ parasocial relationships, as well as online engagement with the influencers’ content. Furthermore, followers’ parasocial relationships and engagement partially mediate the impact of influencers’ personal and professional self-disclosure on followers’ purchase intentions.Research limitations/implicationsThis study contributes to the literature by revealing the underlying mechanisms of the differential effects of influencers’ personal and professional self-disclosure on followers’ purchase intentions.Practical implicationsThe findings will assist marketers in leveraging influencer-generated content to enhance influencer marketing effectiveness.Originality/valueThis research provides a better understanding of the potential linear and nonlinear effects of influencers’ self-disclosure on followers’ parasocial relationships and engagement in social media marketing.

Impact of digital marketing on consumer purchasing behavior in Kathmandu Valley

This study examines the impact of digital marketing on consumer buying behavior in Kathmandu Valley. Consumer buying behavior is the dependent variable. The selected independent variables are email marketing, online advertising, social media marketing, video marketing and influencer marketing. The primary source of data is used to assess the opinions of the respondents regarding impact of digital marketing on consumer buying behavior in Kathmandu Valley. The study is based on primary data with 100 respondents. To achieve the purpose of the study, structured questionnaire is prepared. The correlation coefficients and regression models are estimated to test the significance and importance of digital marketing on consumer buying behavior in Kathmandu Valley. The study showed that online advertising has a positive impact on consumer buying behavior. It implies that better online advertising stimulates the buying behavior of the consumer. The result also reveals that social media marketing has a positive impact on consumer buying behavior. It implies that better social media marketing stimulates the buying behavior of the consumer. Moreover, video marketing has a positive impact on consumer buying behavior indicating that better video marketing, stimulates the buying behavior of the consumer. Furthermore, email marketing has a positive impact on consumer buying behavior indicating that better email marketing stimulates the buying behavior of the consumer. Similarly, the result also showed that influencer marketing has a positive impact on consumer buying behavior. It indicates that better marketing through popular influencer stimulate the buying behavior of the consumer.

The Influence of Social Media Influencer Endorsement on Purchase Intention with the Mediating Roles of Parasocial Interaction and Possession Envy

This study investigates the impact of social media influencer endorsements on purchase intention while examining the mediating roles of parasocial interaction, possession envy, brand credibility, and brand attractiveness. The research employs surveys targeting social media users experienced in influencer endorsements who regularly purchase influencer-recommended products or services. The sample includes diverse respondents across age groups and demographics. SEM-PLS with SmartPLS software is utilized for data analysis. Findings reveal that social media influencer endorsements significantly enhance purchase intention. Parasocial interaction is identified as a mediator in the relationship between influencer endorsements and purchase intention. However, possession envy does not serve as a mediator for social media interactions' influence on purchase intention. In essence, perceived interactions with influencers and feelings of possession envy play pivotal roles in explaining the link between influencer endorsements and purchase intention. Additionally, brand attractiveness and brand credibility act as intermediaries in the impact of social media interactions on purchase intention. This study contributes valuable insights into the dynamics of influencer marketing and its effects on consumer behavior

How Streamers Enhance Consumer Engagement and Brand Equity in Live Commerce

Live steamers play key roles in enhancing brand equity in live commerce. Understanding the mechanism of how streamers impact brand equity in live commerce is of great significance for firms to launch live streaming, influencer, and engagement marketing campaigns. Building on social support, consumer engagement and brand equity theories, this study investigates the impact of perceived streamer support on consumer engagement, which in turn affects brand equity in live commerce settings. Based upon analysis of the data from 264 questionnaires with SmartPLS3.0 software, the results demonstrate that 1) perceived emotional, informational and financial support positively impact brand engagement, streamer engagement and live studio engagement separately; 2) brand engagement and streamer engagement positively impact brand equity respectively; and 3) streamer engagement positively impacts brand engagement and live studio engagement respectively. The findings provide conducive guidance for firms to develop live streaming, influencer, and engagement marketing campaigns.

The Impact of Little Red Book Key Opinion Leader Characteristics on Young Consumers' Intention to Purchase Luxury Goods

In the era of globalization, marketization, and intelligent development, Xiaohongshu, as a mainstream social media platform with a large volume in China, is committed to the development of Key Opinion Leader (hereinafter referred to as KOL) to attract traffic and increase the conversion rate of purchase. Therefore, in the online marketing of luxury brands, KOL with different characteristics of Little Red Book plays an important role in whether young consumers are willing to buy. Nowadays, under the wind of Influencer marketing, the competition of KOL group is very fierce, the content paradigm tends to be homogenized, the cost of transferring consumers' attention is low, and KOL has its distinctive features and personalized characteristics to stand out, attract the traffic, and get consumers' attention. This paper takes influencer marketing as the background to study the influence mechanism of Little Red Book KOL characteristics on young consumers' willingness to buy luxury goods. The research results show that young luxury consumers are more likely to be influenced by their recommendation information when they have purchase demand and are familiar with opinion leaders to a certain extent.

Exploring the nexus between influencers and brand evangelism

PurposeThis study investigates the antecedents that nudge followers of social media (SM) influencers into brand evangelism (BE). In doing so, we study how influencer-related attributes such as their homophily, trust, and popularity impact their followers’ BE. Additional interlinkages pertaining to popularity, content, warmth, and prestige are examined, impacting BE.Design/methodology/approachA cross-sectional survey obtained information about the focal constructs from 206 participants. Quantitative procedures using partial least square-based structural equation modeling were implemented to analyze the collected data and the proposed relationships.FindingsThe findings indicate homophily’s role in influencing trust, content, and prestige. BE is developed through warmth and content, whereas trust and prestige inspire warmth. Further, an influencer’s popularity impacts homophily and content. Lastly, the mediating role of warmth, homophile, trust, exciting content, and prestige advances the understanding of influencers and BE.Research limitations/implicationsWe converge literature from branding, influencer marketing, and social psychology to understand consumers' facets of promoting BE on SM. This work is a primary attempt to interlink and tie these crucial research streams together.Practical implicationsThe study offers managers helpful guidance on strategically assessing influencers' traits to build BE. Additionally, recommendations for tactically assessing and engaging influencers for brands are offered.Originality/valueThis is the first study to identify influencer-related parameters contributing to BE. Secondly, we study unique drivers such as homophily, trust, and warmth, which are important yet remain unexplored as far as BE in influencer marketing is concerned. Furthermore, this study also highlights the mediating role of key constructs that possess a potential to strengthen consumer brand relationships.

The Effect of Influencer Marketing, Live Streaming, Brand Awareness and Price on Purchasing Decisions for TikTok Users

The Effect of Influencer Marketing, Live Streaming, Brand Awareness and Price on Purchasing Decisions for TikTok Users

Pengaruh Content Marketing dan Influencer Marketing terhadap Keputusan Pembelian Handphone Vivo: Studi Kasus Konsumen Handphone Vivo Kota Bengkulu

This research aims to determine the influence of content marketing and influencer marketing on Vivo cellphone purchasing decisions (case study of Vivo cellphone consumers in the city of Bengkulu). This research is quantitative research, the object of this research is Vivo cellphone consumers in the city of Bengkulu with a sample of 96 respondents, using a purposive sampling technique. Data was collected through questionnaires and analyzed using the multiple linear regression method. Based on the results of multiple linear regression, the regression equation Y = = 4.468 + 0.267 (X1) + 0.570 (X2) is obtained. The results of the hypothesis test show that content marketing has a significant influence on the decision to purchase a Vivo cellphone, with a significant level (0.007 < 0.050), and influencer marketing has a significant influence on the decision to purchase a Vivo cellphone, with a significant level (0.000 < 0.050), testing the hypothesis test f shows that content marketing and influencer marketing have a significant influence on Vivo cellphone purchasing decisions at a significant level (0.000 < 0.050). .This means that the results of the t test analysis state that the results are significant for all variables and the hypothesis is accepted. The results of multiple regression analysis also show a coefficient of determination of 0.432, which means that the content marketing and influencer marketing variables influence consumer purchasing decisions by 43.2%, while 56.8% is influenced by other variables not observed in this research.

Social media marketing—Rise of social media influencer marketing and Instagram

This research examines the rise of influencer marketing via Instagram celebrities and determines the impact of different variables such as social presence, brand attitude and trustworthiness on Jordanian local brand evaluation. The study examined the rise of social media influencer marketing and new Instagram celebrities, along with mechanisms that make them appealing to customers. To support the proposed model, a quantitative method was employed to collect data through online surveys. The sample consisted of 569 Instagram users who follow Jordanian social media influencers; participants were selected using volunteer sampling approaches. The data was analyzed using structural equation modelling which is considered the best technique to test the hypothesis and determine the relationship between different variables, as well as the mediation impact of social presence. The conceptual model was verified using AMOS 26. Hypotheses are tested using structural equation modeling to confirm the properties of the dimensions. The findings reveal the effectiveness of social media influencer marketing on Instagram as the Instagram celebrities develop more trust for customers and encourage them to enhance their attitude towards local Jordanian brands’ products and services. Nonetheless, the experiential results reveal the role of social presence in evaluating the impact of Instagram celebrities on trustworthiness, positive brand attitude and direct interaction. It has been found that influencer marketing has a high impact on Instagram celebrities, as it leads to an increase in trust and a positive attitude. Other than this, the findings significantly contribute to the level of research regarding the rise of influencer marketing and its impact on Instagram posts and influencers.

Navigating the age of AI influence: A systematic literature review of trust, engagement, efficacy and ethical concerns of virtual influencers in social media

This systematic literature review (SLR) delves into the realm of Artificial Intelligence (AI)-powered virtual influencers (VIs) in social media, examining trust factors, engagement strategies, VI efficacy compared to human influencers, ethical considerations, and future trends. Analyzing 60 academic articles from 2012 to 2024, drawn from reputable databases, the study applies specific inclusion and exclusion criteria. Both automated and manual searches ensure a comprehensive review. Findings reveal a surge in VI research post-2012, primarily in journals, with quantitative methods prevailing. Geographically, research focuses on Europe, Asia Pacific, and North America, indicating gaps in representation from other regions. Key themes highlight trust and engagement’s critical role in VI marketing, navigating the balance between consistency and authenticity. Challenges persist regarding artificiality and accountability, managed through brand alignment and transparent communication. VIs offers advantages, including control and cost efficiencies, yet grapple with authenticity issues, addressed through human-like features. Ethically, VI emergence demands stringent guidelines and industry cooperation to safeguard consumer well-being. Looking ahead, VIs promises transformative storytelling, necessitating vigilance in ethical considerations. This study advocates for continued scholarly inquiry and industry reflection to navigate VI marketing evolution responsibly, shaping the future influencer marketing landscape.

Is the use of influencer marketing and brand community effective for enhancing awareness of a new brand?

Influencer marketing and brand community have been popularly used as one powerful marketing strategy to enhance brand awareness. This study aims to find out how and to what extent influencer marketing and brand community affect brand awareness in a context of a growing beauty product brand in Indonesia. Using a quantitative approach and in context of Loreca’s brand, this study measured the role of influencer marketing and the beauty community on brand awareness. The brand equity and brand management theory has been used as the theoretical framework, where further influencer marketing and brand community were considered as the antecedents. This method was implemented using a structured questionnaire addressed to the brand community Loreca Babes, with total population of 385 people and 197 respondents. The data were further analyzed with PLS-SEM using SmartPLS 4.0 software. The research results conclude that influencer marketing and brand community have positively and significantly affect brand awareness, in which influencer marketing exhibits a stronger effect (0.558) compared to brand community (0.276). Based on this finding, it is suggested that Loreca shall evaluate its brand community strategy and enhance its use of influencer marketing. This study provides insight into the importance of influencer marketing and brand community in increasing brand awareness.

Investigation of The Impact of Digital Platforms on Gen Z Purchase Behaviour

Background: With the rise of digital platforms, especially social media, influencing Gen Z's purchase behavior has become a significant focus for marketers. Understanding how digital platforms impact Gen Z's purchasing decisions is crucial for developing effective marketing strategies. Aim: This study aims to investigate the impact of digital platforms on Gen Z's purchase behavior, particularly focusing on influencer marketing. It seeks to provide insights into Gen Z's perceptions and responses to influencer marketing on digital platforms. Methodology: An exploratory quantitative research approach was employed, utilizing a survey questionnaire to gather data from 150 Gen Z social media users. Simple random sampling and convenience sampling methods were used to select participants. The questionnaire included Likert-scale questions covering exposure and engagement with influencers, factors influencing purchase behavior (such as social media, influencer marketing, brand authenticity, and loyalty behavior), and demographic characteristics. Data analysis was conducted using descriptive statistics (frequencies, percentages, means, and medians) and inferential statistics (t-test) with the statistical software SPSS. Findings: The findings reveal significant insights into Gen Z's purchase behavior on digital platforms. Influencer marketing emerges as a key driver influencing their purchasing decisions. The study highlights the importance of factors such as social media engagement, brand authenticity, and loyalty behavior in shaping Gen Z's consumer preferences. Conclusion: This study highlights the importance of understanding Gen Z's behavior in the digital age. Marketers can leverage influencer marketing and emphasize brand authenticity to effectively target and engage Gen Z consumers.

Trends in Influencer Marketing: A Bibliometric Analysis and Future Directions

Influencer marketing is one of the trending research topics in marketing. In this context, this study aims to bibliometrically evaluate the work published by academics about influencer marketing. Bibliometric analysis was applied to 1584 English articles in the Scopus database containing the subject title of influencer marketing and its synonyms. The data were analyzed under four headings—information of published articles, citation analysis, word cloud and author information—through the R program version 4.2.2. Additionally, the Voyant Tools text analysis program was used in some analyses. The research results will provide a detailed report on English articles in the Scopus database regarding influencer marketing between 2002 and 2022. It is thought that the research results will provide a general guide for future studies on influencer marketing.

Market integration effect on technological innovation empirical analysis: A novel concept

AbstractIn today's globalization and rapid technological development, market integration has an important impact on the competitiveness and innovation ability of enterprises. Market integration includes the integration of factor markets and goods markets, aiming to optimize resource allocation and expand market size, thus promoting economic growth and technological innovation. The purpose of this study is to explore the impact of market integration on technological innovation. Using a two‐stage least‐squares (IV‐2SLS) model and combining the data of Chinese stock market and accounting research from 2012 to 2021, it is pointed out that market integration has a significant impact on innovation ability. Research shows that the integration of factor and goods markets promotes innovation through market expansion, innovation in emerging technologies, and increased competitiveness of firms. However, there are also differences in the way that region, type of enterprise ownership, and economic sector influence market integration innovation. Factor market integration effectively promotes technological innovation by reducing government intervention and optimizing resource allocation. The results of the study provide an important reference for enterprises to make strategic decisions, especially in the face of the different effects of market integration on innovation.

TikTok influencers’ credibility and its impact on local cosmetic purchase intention

Influencer marketing has become a highly profitable strategy in today’s marketing landscape, with TikTok emerging as a significant platform influencing consumer behaviour. This study examines the impact of TikTok influencers on the Malaysian cosmetic industry, focusing on credibility traits (i.e., trustworthiness, expertise, and attractiveness) and their influence on consumers’ purchase decisions. Using a quantitative approach, data were collected via an online Google Form survey targeting female TikTok users aged 18 to 34, who are currently residing in the Greater Kota Kinabalu area. The study adjusts established measurement items for TikTok and analysed data using SmartPLS 4.0. Results indicate that the trustworthiness and attractiveness of TikTok influencers positively affect consumers’ intention to purchase local cosmetics, while expertise shows no significant impact, possibly due to the target audience’s age and familiarity with cosmetics. These findings have practical implications for cosmetic brands, highlighting the importance of trustworthiness and physical attractiveness in influencer endorsements, thus offering valuable insights for the cosmetic industry.

Social media influencer vs. virtual influencer: The mediating role of source credibility and authenticity in advertising effectiveness within AI influencer marketing

This study examines the differences between social media influencers and virtual influencers in influencer marketing, focusing on their impact on marketing effectiveness. Using a between-subjects experimental design, the research explores how human influencers (HIs), human-like virtual influencers (HVIs), and anime-like virtual influencers (AVIs) affect perceptions of authenticity, source credibility, and overall marketing effectiveness. The study evaluates these influencer types across both for-profit and not-for-profit messaging contexts to determine how message intent influences audience reactions. The findings reveal that HVIs can be as effective as human influencers, especially in not-for-profit messaging, where their authenticity and source credibility are higher. However, when the messaging shifts to for-profit motives, the advantage of HVIs diminishes, aligning more closely with AVIs, which consistently show lower effectiveness. The study highlights the critical role that both authenticity and source credibility play in mediating the relationship between the type of influencer and advertising effectiveness.

Digital Influencers: Catalysts for Customer Engagement and Purchase Intention

Abstract Social Media Influencer (SMI) marketing represents a contemporary addition to the arsenal of digital advertising tools. Digital Content Creators are individuals who regularly share a variety of content, including visuals, audio recordings, and updates, across multiple social media platforms to shape consumers’ perceptions of a brand and its products. The focus of this study is to examine how the credibility aspects of social media influencers (expertise, attractiveness, and trustworthiness) influence purchase intention and brand intimacy while also considering the mediating role of consumer engagement. This study used a quantitative, cross-sectional design with convenience sampling targeting social media-active individuals. Data were collected via a questionnaire distributed through email and social media, selecting participants who followed influencers. To gather data, 250 participants were engaged in an online questionnaire distributed via Google Forms. The findings indicate that the credibility dimensions of SMIs, particularly their attractiveness and trustworthiness, positively influence brand intimacy and purchase intention. Furthermore, consumer engagement serves as a critical mediator, connecting the authenticity of social media influencers with purchase intention and brand intimacy. In line with these results, it becomes evident that consumer engagement indirectly influences influencer credibility (trustworthiness and attractiveness), purchase intention, and brand intimacy. Notably, expertise does not exert any discernible impact on either brand intimacy or purchase intention. This study’s outcomes provide valuable insights for marketing managers, underscoring the significance of partnering with influencers who possess a high level of trust within their respective marketing niches.

The Impact of Influencers’ Marketing on Buying Decision

Purpose: The aim of our study discovering the relations of the new marketing tool to be more active all over the world and increase in Iraq when the pandemic dun marketing tool (influencer marketing) with the process of making a buying resolution. theoretical framework: The marketing tools be renewed day after day to keep up with the digital development and community changes and needs. The aim is more loyal customers, more seals, and more profits when coved 19 deploy the companies focused more and more on new marketing active tools on socials platforms one of that tools is influencer marketing to impact customer behavior and buying decisions so this research studying the relation between main studied variables and stretchered in three parts Research Methodology, Literature review, and Practical part to clear the data analysis results and the conclusion of it. design/methodology/approach: The study problem concluded with the main question how is the influencer acting in customer buying diction? And this is so important to understand how is possible to get new customers and make them clients in the competitive environment. The aim of our study discovering the relations of this marketing tool (influencer marketing) with the process of making a buying resolution and for that, the researchers put the main hypothesis:” influencer marketing has a regression with customer behavior”. To test the relations between the study variables Researchers the data collected by questionnaire answer a random sample of Iraqi customers using a google form, the SPSS program was used to analyses data. Findings: The result clears meals more affected by influencers when they buy more than females and because the men in the Iraqi community work all the day and don’t prefer to spend time to go to shopping and collect info about goods. Originality/value: the study value concludes in the information it was clear to every company and Someone who is interested in investing.