We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
Effectiveness of Social Media Influencers in Brand Purchase Intention.
- Authors
Syed, Asif Ali; Zaidi, Hera
- Abstract
In an age where the internet is ubiquitous through platforms like Twitter and blogs, “social media influencers” have become a potent new type of third-party ad agency, swaying consumers’ opinions and decisions to buy a product or service. The concept of a “social media influencer” was first explored in the realm of advertising, specifically to generate excitement about products in markets that target a young audience and increase their social media footprint. Instead of advertising to a broad audience, influencer marketing concentrates on persuading influential people to spread a brand’s message to the desired demographic. Advertisers employ influencers as a means of spreading their messages to consumers. The literature review formed the basis for the conclusion that businesses are moving away from using famous people to promote their products in favor of bloggers and Instagram stars. The efficiency of using social media influencers in brand purchase intention is not well-researched in the Indian context; a latent gap exists to be explored. Influencers are a recent development in the field of social media. Even though western countries have set precedence on different aspects of social media influencers, such as measuring the effectiveness of SMIs on other platforms or celebrity vs. influencer endorsements in advertising and how SMIs are the new celebrity endorsers both from the theoretical and empirical orientations. Moreover, the proposed conceptual paper towards setting a research proposition on using SMI for brand promotion in the Indian context is broken down into two objectives; first, to examine the relationship between consumers’ utilitarian personalities about their attitudes towards SMIs and, second, to study the role of social media influencers in building consumer attitudes towards brand purchases.
- Subjects
INFLUENCER marketing; INTERNET celebrities; ADVERTISING endorsements; CONSUMER attitudes; LITERATURE reviews; CELEBRITIES; SOCIAL media; FILM reviewing
- Publication
International Management Review, 2023, p133
- ISSN
1551-6849
- Publication type
Article