IDEAS home Printed from https://ideas.repec.org/a/ids/ijbema/v16y2024i1p89-106.html
   My bibliography  Save this article

The rise of new age social media influencers and their impact on the consumers' reaction and purchase intention

Author

Listed:
  • Sunita Kumar
  • Poornima Nair
  • A. Sridharan

Abstract

The internet revolution and digitisation have created innovative platforms and spokespersons for brands beyond traditional media. The marketing landscape for brands and customers is evolving towards a more personal and authentic approach; adopting various social media platforms and influencers creates more brand engagement. Influencers are the new third-party endorsers, catering to and recommending products to their loyal community of followers. The influencer and their fans/followers are a brand's new storytellers. However, selecting the right influencer for a brand's promotional strategy requires careful consideration of several factors. This paper aims to study the impact/effect of these variables, namely, endorser's credibility and corporate credibility, on consumers' attitudes towards the brand and its impact on purchase intention, with respect to the millennial era. In the present study, 14 Likert-based questions were designed, asking the respondents to rank their choice of agreement on a scale of 1 to 5. The results were obtained through statistical analysis, including measuring the relationship between variables using confirmatory factor analysis and regression techniques. And the study found that corporate credibility has a significantly higher impact (approximately 90%) than individual endorsements (including those by celebrities) in enhancing customers' brand perception.

Suggested Citation

  • Sunita Kumar & Poornima Nair & A. Sridharan, 2024. "The rise of new age social media influencers and their impact on the consumers' reaction and purchase intention," International Journal of Business and Emerging Markets, Inderscience Enterprises Ltd, vol. 16(1), pages 89-106.
  • Handle: RePEc:ids:ijbema:v:16:y:2024:i:1:p:89-106
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=135102
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:ijbema:v:16:y:2024:i:1:p:89-106. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=249 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.