Influence Of Marketing Research Articles

The Rise of Online Celebrity and Its Influence on Online ShoppingA Case of Li Ziqi

This article explores the impact of online celebrities, or influencers, on global online shopping and consumer behavior, focusing on the case of Li Ziqi, a well-known Chinese internet celebrity. Li Ziqi has gained a substantial following through her expertly produced videos showcasing traditional Chinese products, attracting consumer interest both locally and internationally. The paper delves into Li Ziqi's journey to fame, her video production techniques, commercial endeavors, and social influence, while also discussing the broader economic implications of online celebrities. Moreover, the article compares livestreaming economies across countries and provides strategic recommendations for optimizing the effectiveness of influencer marketing within regulatory guidelines. The study concludes that online influencers like Li Ziqi significantly impact e-commerce and cultural exchange. Despite facing challenges, they must adapt to trends to sustain their influence. Ensuring consumer privacy and ethical advertising is crucial for balancing commercial interests with consumer rights, thereby sustaining the digital marketing paradigm.

Does Brand Attitude Complement Influencer Credibility in Shaping Purchase Intention of Indian GenZ Consumers?

Introduction The social media landscape has undergone radical changes and has revolutionized consumer perspectives, purchasing habits, and behaviours. Amidst this emerging trend is the rise of influencer marketing and its impact on the purchase intentions of followers. The objective is to explore the characteristics of influencers that contribute to their credibility. This research aims to explore the role of consumers’ attitude toward brands on their intention to adopt brands endorsed by influencers. Methods This cross-sectional research was undertaken among GenZ in the urban landscape of India. Data collected was analyzed using SmartPLS4 software. Findings Trust, expertise, and similarity were the significant antecedents of the formation of influencer credibility. Attractiveness did not have a significant influence on influencer credibility. A complementary partial mediation of Attitude towards a brand is observed in the association between influencer credibility and the purchase intention of followers. Attitude towards the video also had a significant positive influence on purchase intention. Conclusion The study found that Gen Z places little importance on an influencer’s attractiveness, as it has no significant impact on credibility. However, attitude toward the brand strongly influenced purchase intention and partially mediated the relationship between influencer credibility and purchase intention.

The Transformation of Marketing from Traditional to AI: A Study of the Perception of Gen Z

The marketing landscape has seen radical transformations throughout history, from product- focused approaches to customer-centric strategies. Today, Artificial Intelligence (AI) plays a pivotal role in reshaping how businesses interact with consumers. This paper examines the history and evolution of marketing, AI, and generational shifts, with an emphasis on Generation Z, the first digital-native generation. We explore how AI-driven marketing strategies resonate with Gen Z and their ethical concerns about privacy. Finally, we introduce the concept of "Generation AI," predicting an even deeper integration of AI into consumer behavior. The study focuses on the Indian market, analyzing how AI is influencing marketing strategies and reshaping the interaction between businesses and Gen Z consumers.

Enhancing Perceived Influence through Perceived Quality of Information, Emotional Appeal and Parasocial Interactions: The Moderating Role of Perceived Risk

The aim of this study is to investigate the relationships among Perceived Quality of Information, Emotional Appeal and Parasocial Interactions on Perceived Influence in influencer marketing context. It also explores the moderating role of Perceived Risk in between Perceived Influence and Purchase Intention. The study employed a quantitative survey-based methodology with 242 respondents in Pakistan who followed influencers on social media. The constructs Perceived quality of information, Emotional Appeal, Parasocial Interactions, Perceived Influence, Purchase Intention and Perceived Risk were measure through a structured questionnaire. Structural equation modelling (SEM) was used to analyze the data, identifying relationships between variables and the moderating role of perceived risk. Perceived Quality of Information, Emotional Appeal and Parasocial Interactions are positively associated with Perceived Influence. The results indicate that Perceived Risk negatively moderates the relationship between Perceived Influence and Purchase Intention, such that greater perceived risk decreased the ability of social media influencers to affect purchase decision-making. The result then implies that while influencers are indeed effective in changing consumer’s perceptions, whether that affect will translate into actual behavior depends of the consumer’s perceived risk about the transaction. This study contribute to the existing literature on influencer marketing (IM) by analyzing an under researched aspect of Perceived Risk as a moderator, focusing on a developing country context (Pakistan) highlighting consumer behavior in emerging markets with still evolving digital trust and online shopping patterns. This study contributes valuable knowledge on social media influenced consumer behavior in Pakistan, considering digital marketing is a fast growing phenomenon of the developing economies like Pakistan. The insights into influencer strategies in similar economies provided by these findings will be useful for marketers.

Application of micro–influencer engagement in digital marketing channels

This article explores the theoretical foundations and practical features of engaging with micro–influencers in digital marketing channels. It defines the concept and key characteristics of micro–influencers, highlighting the fundamental advantages and risks associated with working with them. The concept of micro–influencer engagement is examined through the lenses of influence marketing and influencer marketing, with a comparative analysis of macro–influencers. Special attention is given to the exploration of various communication channels utilized by micro– influencers and the specific nuances of working within these channels. The study concludes with an acknowledgment of the growing popularity and potential of micro–influencers in digital communication channels, emphasizing the need for strategically–oriented marketing in collaboration with micro–influencers. The unique role of micro–influencers in promoting products and services for small and medium–sized businesses is particularly emphasized. The article also formulates recommendations for enhancing the effectiveness of business interactions with micro–influencers, focusing on the selection of appropriate micro–influencers, the development and implementation of content strategies, and the monitoring of interaction effectiveness. The scientific novelty of the research lies in its contribution to the development of methodologies for organizing promotions using micro–influencers and leveraging their potential in digital marketing channels.

Impact of Influencers Marketing on Consumers Beahvior and Purchase Intention: Mediating Role of Influencer Credibility

In the realm of digital marketing, influencer marketing has risen to prominence, particularly on platforms like TikTok, which wield considerable influence among younger demographics. This study focused on the faculty and students from four different public and private universities in KPK. Employing a non-probability simple random sampling technique for sample selection, the study utilized an adopted questionnaire to measure responses, confirming the reliability of the measurement scales with an impressive Cronbach's Alpha score of 0.967. Results of the study revealed that influencer marketing significantly and positively impacts consumer attitudes toward brands and their purchase intentions. Further influencer credibility has significantly mediated the effect of influencer marketing on attitude towards brand and purchase intention. This underscores the critical need for culturally tailored influencer marketing strategies to maximize relevance and effectiveness in the Pakistani market. Moreover, it highlights the untapped potential of TikTok as a powerful platform for influencer marketing. These results offer invaluable, actionable insights for marketers and significantly advance our theoretical understanding of influencer marketing's profound impact on consumer behavior, laying the groundwork for future research on emerging social media platforms.

Pengaruh Perceived Credibility, Trust, Subjective Norms, Perceived Behavioral Control, dan Perceived Expertise terhadap Attitude toward the Influencer dan kaitannya dengan Purchase Intention pada Doctor Influencer Avoskin

Influencer marketing is an effective strategy in the digital era, the use of doctor influencers in skincare promotions increases sales and purchasing intention. Doctors are the most trusted figures in providing health solutions in Indonesia. This study aims to determine and see the effect of perceived credibility, trust, subjective norms, perceived behavioral control, and perceived expertise on attitudes toward the influencer and the effect of attitudes toward the influencer on purchase intention. The method used in this study is descriptive and quantitative, with the contribution of 400 audience respondents who have watched Avoskin promotions using doctor influencers as talents or brand ambassadors for their promotions. The sampling technique used is non probability sampling with a purposive sampling type. Data processing and analysis techniques use PLS-SEM on the SmartPLS 4.0. The results of this study indicate that there is a favorable correlation between perceived credibility, trust, subjective norms, perceived behavioral control, and perceived expertise, on attitudes toward the influencer, which have an impact on the positive attitude of the audience towards product promotions using doctor influencers. In addition, the correlation of attitudes toward the influencer to purchase intention triggers the emergence of audience purchase intentions for products promoted by doctor influencers.

Analisis Inovasi Produk, Orientasi Pasar dan Strategi Bersaing dalam Meningkatkan Kinerja Bisnis Coffee Shop Survei pada Coffee Shop di Kota Sukabumi

The growth of Coffee shops in Sukabumi City can be said to be high for a small city, there are already 54 Coffee shops which previously only had 37 Coffee shops. This indicates the high growth of Coffee shops in Sukabumi City. However, it also indicates the tight competition of Coffee shops in Sukabumi City. This researcher aims to determine how much influence product innovation, market orientation and competitive strategy have in improving business performance in coffee shops. This researcher uses descriptive and associative methods with a quantitative approach. The population in this study was coffee shops in Sukabumi City as many as 54 coffee shops. The data analysis techniques used in this study are the classical assumption test, multiple correlation coefficient, determination coefficient, multiple linear regression, and simultaneous hypothesis testing (F Test) and partially (T Test). The results of this study indicate that product innovation, market orientation and competitive strategy have a significant effect on business performance, this is evidenced by the calculated F 80.307> F table 2.790 which means the calculated F value is greater than the F table. Partially, product innovation has a significant effect on business performance, this is evidenced by the T count of 8.485> T table 1.674, which means that T count is greater than T table. Market orientation has a significant effect on business performance, this is evidenced by the T count of 2.604> T table 1.674, which means that T count is greater than T table. Then the competitive strategy does not have a significant effect, this is evidenced by the T count of 0.220> T table 1.674, which means that T count is smaller than T table with an error level of 0.05.

Acting real: a cross-cultural investigation of finfluencer strategic authenticity

Video content creators or vloggers have emerged as influential figures in social media marketing, emphasizing the need for them to cultivate an authentic image to leverage their persuasive power. This study investigated the authenticity strategies employed by financial influencers, also known as finfluencers, on YouTube and Bilibili platforms. By conducting a content analysis on a sample of finfluencer videos from China and the U.S. (N = 186), this study explores the strategies they employ to construct authenticity. The results support four categories of strategy authenticity: transparency, immediacy, ordinariness, and passion. In addition, quantitative analyses reveal cultural differences in the use of these strategies. These differences can be attributed to the monetization incentives of American finfluencers, who frequently incorporate brand sponsorships into their videos. They can also be understood through a cultural lens. The implications and limitations of international research on social media influencer marketing are also discussed.

Can You Tolerate Influencer Marketing? An Empirical Investigation of Live Streaming Viewership Reduction related to Influencer Marketing

Live streaming viewership has grown rapidly in recent years, driven by its unique features of bidirectional, real-time interaction and personalized content. These qualities have positioned live streaming as a major venue for influencer marketing, where brands collaborate with influencers to promote products to engaged viewers. However, this study suggests that influencer marketing within live streaming may lead to a decline in viewership as viewers experience resistance toward sponsored content. Building on the persuasion knowledge model, we analyze this phenomenon using streaming data from Twitch.tv and apply propensity score matching (PSM) to assess viewership trends. Our findings reveal a significant decline in viewership associated with influencer marketing. We also identify strategies that streamers can employ to mitigate this negative impact. First, moderate levels of real-time interaction between streamers and viewers help alleviate viewership reduction. Second, streamers who diversify their content topics experience less viewership declines. Lastly, minimizing negative content reduces the adverse effect on viewership. These findings contribute to the literature on influencer marketing and live streaming, offering practical insights for firms and streamers aiming to enhance audience engagement.

The role of influencer marketing in building rural brand equity among generation Y customers

In the current fast paced competitive digital marketing era, businesses explore every possibility to differentiate their brand, retain customers and remain resilient. Contrary to the popular usage of conventional celebrity endorsements, modern businesses are often turning to social media influencers for their brand marketing initiatives, using popular social media platforms. Currently, it is unknown how successful local non-celebrity influencer endorsements are in building brand equity among generation Y. The purpose of this paper was to explore the perceptions of generation Y customers on building local beauty brand equity through influencer marketing. A questionnaire using Google form was given to generation Y customers, recruited using a convenience sampling technique. A total of sixty-two (62) generation Y customers were recruited in the study. The results indicated that only few of the generation Y customers (n = 16; 25.81%) had positive perception about building local beauty brand equity through influencer marketing, while (n = 28; 45.16%) said that influencer marketing is sustainable. Furthermore, 45.55% (n=27) felt that influencer marketing is important for beauty brand industries. The study concludes that authenticity is a crucial factor in determining the impact of influencer marketing on building brand equity. Moreover, authentic influencers who genuinely interact with their audience and conform to local preferences greatly contribute to fostering strong brand connections.

The Influence of Influencer Marketing and Brand Awareness on Purchase Decisions of Chatime in Bengkulu City

This study aims to analyze the influence of influencer marketing on purchase decisions, the influence of brand awareness on purchase decisions, and the influence of both influencer marketing and brand awareness on purchase decisions. The population of this study is Generation Z who purchase Chatime in Bengkulu City. The sample consists of 100 respondents, selected through purposive sampling and non-probability sampling using the Cochran formula. Data analysis was performed using multiple regression and hypothesis testing, employing SPSS version 25. The results of this study conclude that (1) influencer marketing has a positive influence on purchase decisions with a significance of 0.018 0.05, (2) brand awareness has a positive influence on purchase decisions with a significance of 0.000 0.05, and (3) influencer marketing and brand awareness simultaneously have a positive influence with a significance of 0.000 0.05.

Developing effective influencer strategies for the modern digital era

Influencers have become a central part of modern marketing, with brands increasingly using them to build awareness and boost sales on social media. This study aims to develop effective strategies for creating influencers within Thailand's online media environment. Using a mixed-methods approach, the research identifies four main components for influencer creation: audience, endorser, social media manager, and influencer marketing. Data analysis included 36 indicators and key elements of influencer roles. Results showed that influencer marketing had the highest importance, with a component weight of 0.99, followed by social media management. The endorser and audience had component weights of 0.97 and 0.84, respectively. These results indicate that these factors can support the creation of successful marketing strategies and a strong brand identity.

The interplay of parasocial interaction, source credibility and homophily for influencer marketing success in the Middle East

While there are many studies on social media influencers, research that considers cultural contexts is rare. This paper aims to fill this research gap by analysing the success factors of influencer marketing in the unique environment of women in the Middle Eastern beauty market. Data were collected via an online survey (n = 892). Partial least square structural equation modelling (PLS-PM) was conducted to test hypotheses. The findings reveal significant positive relationships between parasocial interaction and purchase intention, indicating that Middle Eastern women who engage in parasocial interaction with influencers demonstrate a higher intention to purchase. The results also support direct positive effects of perceived source credibility and homophily on purchase intention. Furthermore, source credibility moderates the relationship between parasocial interaction and purchase intention. This paper presents theoretical and practical implications which have been derived from the study.

Fashion influencers’ credibility on Instagram: the stimulus–organism–response (SOR) perspective

ABSTRACT Fashion brands’ campaigns on social media typically rely on official brands’ accounts and influencers’ accounts. Drawing on S-O-R model, the current study examined how source credibility (expertise, trustworthiness, and similarity) and parasocial relationship influence marketing effectiveness of social media influencers. To test hypotheses, this study collected 232 samples and applied survey method to address the impact of marketing effectiveness on expertise, trustworthiness, and similarity of social media influencers. The findings indicated that influencers with high credibility were found to be positively related to advertising attitude and self-brand connection, which may be more effective in marketing effectiveness than those with low source credibility. Additionally, parasocial relationships were found to moderate the effect of influencers’ credibility on self-brand connection, but not on advertising attitude. Overall, this research investigated the efficacy of fashion Instagram influencers in marketing by considering the factors of source credibility and parasocial relationship. Incorporating these dimensions can lead to more accurate predictions of consumer behavior and improved strategies for fashion brand management. The findings provide practical implications for fashion brands in selecting appropriate influencers and developing effective social media marketing strategies, particularly in understanding how influencer credibility affects consumer behavior.

Youth perspectives on native short-video advertising on Chinese social media

Since 2016, the popularity of social media marketing and short videos on Weibo has encouraged brands and companies to collaborate with influencers to create appealing short-format video content to advertise to consumers. The study on which this paper is based used the qualitative research method to explore Chinese consumers’ attitudes and perceptions of native advertising with shortformat video. The current authors conducted interviews with 20 consumers of short-format video content on Weibo to understand their experiences of short-format video advertising. The study has theoretical implications for influencer marketing, native advertising and social media marketing research. The study also guides social media influencers and brands on how to create effective shortformat video for native advertising on social media.

Navigating the Digital Landscape: The Role of Influencer Marketing in Boosting Sales

This research paper specifically tries to analyse the interconnectivity of digital marketing and influencer marketing, especially about sales. The author’s purpose is to identify the effective promotion tactics and engagement of the consumer using influencer marketing. The following secondary research method was used; a comprehensive search of already published sources was conducted and several case studies were used to gather data analysing the effectiveness of influencer marketing in changing consumer buying behaviour and sales results. Some studies show that the level of the message and the degree of campaign relevance to brand values affect the effectiveness of the campaign. Finally, the research finds a new driving force in influencer marketing, but at the same time, brands face many issues with evaluation and credibility to influence sales.

Evaluating the effects of social media influencers on consumer behavior in Sweden

The study investigates the effects of social media influencers on consumer behavior in Sweden. The country is characterized by high internet usage and extensive social media engagement which makes it appropriate for this research. A qualitative study was used to examine how influencers impact consumer decision-making, product discovery, and brand loyalty. Influencers would also put more emphasis on authenticity, trust, and demographic factors. The research applies established theories which include the Theory of Reasoned Action and Social Cognitive Theory. These theories explore the dynamics of influencer-consumer relationships and their effects on purchasing intentions. Key findings reveal that Swedish consumers prioritize authenticity and ethical values in influencer endorsements. Consumers usually favor influencers who are perceived as genuine and responsive to advocating for sustainability. Demographic differences influence consumer receptivity to influencer content, with younger consumers showing more engagement compared to older consumers. The research study shows the need for brands to adapt their influencer marketing strategies to align with Sweden’s ethical and sustainable consumer preferences. Some of the study limitations include sample size and geographic focus, suggesting further research across different cultural settings to deepen understanding of influencers' global impact. The research study provided valuable information for businesses and consumers to effectively capitalize on influencer marketing as a business strategy.

Analysis of the Economic Model of Influencer Marketing in Social Media: The Case of Douyin

With the rapid growth of social media platforms, the number of influencers has proliferated. Influencers have become a key link between brands and consumers. Through their personal identities or social accounts, influencers use their influence to promote products or services for brands, and this Netflix economy model has been widely used in various industries. This paper aims to explore the specific forms of influencer marketing and analyse its application in different fields, focusing on the positive and negative impacts on brands and consumers. It has been observed that influencers across various sectors have implemented unique marketing strategies that can significantly enhance brand visibility and foster consumer confidence. However, issues such as false promotions and inappropriate personal remarks by influencers may also have negative impacts. In light of these findings, this study advocates for brands to exercise greater discernment in their partner selection and to motivate influencers to uphold authenticity in their promotional activities. The research significance of this paper lies in the fact that through the in-depth analysis of influencer marketing, it provides a reference for brands to optimise their social media marketing strategies, as well as a basis for further research on influencer marketing in different fields.

Factors affecting followers’ behavior intentions on parenting-related social media: self-image congruity, function congruity, brand attachment and parenting stress

ABSTRACT Pregnancy and the transition to being a parent bring about significant physiological change and stress, which lead them to turn to social media influencers (SMIs) to seek information and help. This study examines the effects of followers’ psychological characteristics on the influencer-follower relationship in parenting-related influencer marketing and how parenting-related SMIs can manage themselves as human brands. The empirical findings indicate that followers’ perceived self-image congruity and function congruity with social media influencers enhance their behaviour intentions, mediated by SMI attachment. Although perceived parenting stress does not correlate with function congruity on SMI attachment, it plays a moderating role as it weakens the positive impact of self-image congruity on SMI attachment. The results have discussed important implications for both parenting-related SMIs and marketers.