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Social media influencer: A key tool in the digital context that is able to influence the consumer’s behavior
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Resumo(s)
The theoretical foundation of this study explores the essential role played by influencer traits, with a specific focus on the dimensions of credibility, similarity, expertise and attractiveness. This conceptual framework serves as the backbone for understanding the intricate dynamics between Social Media Influencers and consumer behavior. In the evolving digital landscape, the research captures the changing nature of influencers, recognizing their influence on consumer decisions and actions. The study systematically explores how these characteristics, particularly credibility, wield influence over consumer behavior, shaping their purchase intentions and levels of engagement. This research study the impact of credibility and perceived similarity between the consumers and digital influencers on purchase intention and consumer engagement. In the rapidly evolving realm of influencer marketing, this study's relevance is underscored by its examination of the dynamics surrounding both general influencers and travel influencers. A comprehensive dataset comprising 224 responses from individuals actively following influencers, including those in the travel niche, serves as the bedrock for robust analysis and nuanced conclusions. The practical implications of the research extend to businesses navigating the intricacies of influencer collaborations. The study confirms that influencer credibility significantly influences consumer engagement. Additionally, there is a positive correlation between perceived similarity, consumer perception and attachment, emphasizing the multifaceted impact of these factors on purchase intention. These results provide empirical insights into the complexities of influencer marketing, offering valuable guidance for strategic decision-making in the digital landscape. In an era dominated by DIs, understanding the nuances of their impact is crucial for devising effective marketing strategies. The insights gleaned from this study offer a roadmap for businesses seeking to optimize their engagement with consumers through influencers, both in general and within the specialized domain of travel influencers.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
Palavras-chave
Social Media Influencers Influencer Credibility Consumer Engagement Perceived Similarity Consumer Attachment Purchase Intention