Influencer marketing: The impact of instagram Influencers on consumers’ attitudes and purchase intentions

Date of Publication

8-8-2019

Document Type

Master's Thesis

Degree Name

Master of Science in Marketing

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Adviser

Reynaldo A. Bautista, Jr.

Defense Panel Chair

Luz Suplico Jeong

Defense Panel Member

Claro Gañac
Bienvenido Encarnacion

Abstract/Summary

The rapid increase in the number of users on different social media platforms has changed the way companies strategize their marketing efforts. In order to benefit from these social networks, marketers have now turned their attention to influencer marketing by employing or leveraging influencers to promote their products and services on social media platforms. In today’s digital era, social media influencers are gaining much influence with their online presence and creative contents. Their insights and views have a strong impact on people, particularly on younger generations such as millennials and Generation Z.
The purpose of this thesis is to provide a comprehensive knowledge of influencer marketing opportunities on Instagram and to determine the effect of influencers on consumers’ attitudes and purchase intentions. The study aims to find out if influencers, who promote products and services, can attract potential consumers and encourage them for purchase.
To better analyze the perceived credibility of influencers, attitude towards the post, attitude towards the brand, and purchase intention, the study adopted Source Credibility Model by Ohanian, integrated with Dual-Mediation Hypothesis Model by Hoyer et al. This quantitative research used quota sampling in order to select 303 Filipino respondents who use Instagram and follow influencers on their accounts. The results showed that source credibility affected attitude towards the post and attitude towards the brand. Hence, both attitude towards the post and brand affected purchase intention (with p-values ≤ 0.05). The results of the present study also indicated that perceived attractiveness of influencers is the dimension of source credibility that better explain consumers’ purchase intention. The study suggests that marketers assess the perceived credibility dimensions of an influencer that influence the target market for their brands.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTG008203

Keywords

Social media—Influence; Internet advertising

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Embargo Period

2-25-2025

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