- Title
- Effects of social media influencer marketing on consumers’ in-store purchase intentions
- Creator
- Zhang, Peilin
- Relation
- University of Newcastle Research Higher Degree Thesis
- Resource Type
- thesis
- Date
- 2023
- Description
- Research Doctorate - Doctor of Philosophy (PhD)
- Description
- Many businesses and marketers use social media influencers to establish brand awareness. These influencers act as endorsers who link brands and consumers, which can improve consumer engagement. The aim of this research is to explore the effects of social media influencer marketing on consumer behaviours. First, a systematic literature review on social media influencer marketing is conducted, focusing on three perspectives: (1) the influencers, (2) the consumers and (3) the content. To gain a better understanding of influencer marketing effects on consumer behaviour, the widely used theories in influencer marketing research, motivation factors of the viewers (potential consumers), consumers’ attitudes and behaviours (purchase intention), and other related aspects are discussed. Through this systematic literature review, knowledge gaps are identified and research objectives established. The review findings suggest that much of social media influencer marketing is undertaken through newsfeeds, images, tweets, videos and posts. As two of the most popular social media marketing tools, live streaming and vlogging have recently gained extensive attention from scholars and practitioners. Therefore, in this research, two quantitative studies exploring the effects of live stream and vlog influencer marketing on consumer in-store (offline) purchase intention are carried out. The stimuli–organism–response model is employed as the theoretical framework in both studies. The models used in these two studies are tested using partial least squares structural equation modelling (PLS-SEM). For the live stream study, the results reveal that all the environmental stimuli considered have a significant positive effect on consumers’ intentions to make in-store purchases, and that attitudes towards influencers and products substantially mediate the relationship between stimuli and purchase intention. More specifically, consumer attitude towards products has a pronounced effect on whether they make an in-store purchase. In the vlog study, the results show that most of the environmental stimuli positively influence consumers’ in-store purchase intentions, except perceived risk. To further explore the impact of perceived risk, an asymmetric fuzzy set qualitative comparative analysis (fsQCA) approach iii is applied. The fsQCA results indicate that the presence of perceived risk can enhance in-store purchase intention, implying that marketers’ decisions based solely on PLS-SEM findings may not be beneficial. The fsQCA findings suggest that marketers should also consider the perceived risk for vlog marketing. The originality of this research lies in the fact that it enhances understanding of the phenomenon of consumers’ in-store purchase intention in the context of social media influencer marketing. It adds to the literature by extending the previous studies investigating the effects of different stimuli on consumers’ attitudes. In addition, the research reveals that the stronger viewers’ emotional bond with an influencer, the greater the influence on consumers’ attitudes towards products. Finally, this research offers marketers a new perspective on choosing influencers.
- Subject
- live stream influencer marketing; social media influencer marketing; vlog influencer marketing; in-store purchase intentions; consumer attitude
- Identifier
- http://hdl.handle.net/1959.13/1509671
- Identifier
- uon:56279
- Rights
- Copyright 2023 Peilin Zhang
- Language
- eng
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| Thumbnail | File | Description | Size | Format | |||
|---|---|---|---|---|---|---|---|
| View Details Download | ATTACHMENT01 | Thesis | 3 MB | Adobe Acrobat PDF | View Details Download | ||
| View Details Download | ATTACHMENT02 | Abstract | 204 KB | Adobe Acrobat PDF | View Details Download |