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Fostering The Customers’ Purchase Intentions Through Social Media Influencers: An Intervening and Interactional Analysis

Wulandari, Hany LU and Tanveer, Nida LU (2022) BUSN39 20221
Department of Business Administration
Abstract
This study emphasizes the significance of social media influencer traits, such as expert, trustworthiness, likeability, and homophily, in determining the legitimacy of social media influencers as a formative construct in Sweden's fashion sector. It successfully instils brand image in customers, which leads to purchase intentions. More decisively, brand image influences the link between the trustworthiness of social media influencers and customers' purchase intentions. As a result, advertisers and marketers should prioritize hiring a social media spokesperson or influencer to successfully transmit their message (content) and a positive brand image to the consumers. Furthermore, consumers with strong brand self-congruence are more likely to... (More)
This study emphasizes the significance of social media influencer traits, such as expert, trustworthiness, likeability, and homophily, in determining the legitimacy of social media influencers as a formative construct in Sweden's fashion sector. It successfully instils brand image in customers, which leads to purchase intentions. More decisively, brand image influences the link between the trustworthiness of social media influencers and customers' purchase intentions. As a result, advertisers and marketers should prioritize hiring a social media spokesperson or influencer to successfully transmit their message (content) and a positive brand image to the consumers. Furthermore, consumers with strong brand self-congruence are more likely to purchase certain brands. (Less)
Please use this url to cite or link to this publication:
author
Wulandari, Hany LU and Tanveer, Nida LU
supervisor
organization
course
BUSN39 20221
year
type
H1 - Master's Degree (One Year)
subject
keywords
Social Media Influencers (SMI), SMI’s credibility, brand image, brand self-congruence, purchase intentions.
language
English
id
9091502
date added to LUP
2022-06-29 16:07:03
date last changed
2022-06-29 16:07:03
@misc{9091502,
  abstract     = {{This study emphasizes the significance of social media influencer traits, such as expert, trustworthiness, likeability, and homophily, in determining the legitimacy of social media influencers as a formative construct in Sweden's fashion sector. It successfully instils brand image in customers, which leads to purchase intentions. More decisively, brand image influences the link between the trustworthiness of social media influencers and customers' purchase intentions. As a result, advertisers and marketers should prioritize hiring a social media spokesperson or influencer to successfully transmit their message (content) and a positive brand image to the consumers. Furthermore, consumers with strong brand self-congruence are more likely to purchase certain brands.}},
  author       = {{Wulandari, Hany and Tanveer, Nida}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Fostering The Customers’ Purchase Intentions Through Social Media Influencers: An Intervening and Interactional Analysis}},
  year         = {{2022}},
}