Influentiality of Social Media Influencers on Purchase Intension of Consumers: A Regional Perspective
Main Article Content
Abstract
Businesses are starting to use social media influencers (SMIs) as a new way to persuade their target audience to buy something. This is because consumer stratification is growing quickly. Social media's pervasiveness, as well as its broad reach and frequency, have made it a thriving advertising strategy, outperforming more traditional forms of advertising. In this study, the researchers focus on divulging the need to employ social media influencers in marketing services and their impact on consumers. The research attempts to trace the effectiveness of social media influencing in comparison to traditional forms of advertising and to promulgate the pros and cons of the emerging advertising strategy through social media influencers. The researchers' findings were based on a mixed method of research that included quantitative and qualitative data collected through surveys and interviews. The researchers discovered that despite influencers have a strong influence on consumer purchasing decisions, the new advertising trend through Social Media Influencers is on the rise in Kashmir Valley. However, the overall findings reveal that influencer marketing holds the upper hand in the market when it comes to influencing target groups effectively.
Downloads
Article Details
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
This is an open access journal which means that all content is freely available without charge to the user or his/her institution. The copyright in the text of individual articles (including research articles, opinion articles, and abstracts) is the property of their respective authors, subject to a Creative Commons CC-BY-SA licence granted to all others. IJMCR allows the author(s) to hold the copyright without restrictions and allows the author to retain publishing rights without restrictions.
References
Anjali Chopra, Vrushali Avhad, & Sonali Jaju. (2020, June). Influencer Marketing: An Exploratory Study to Identify Antecedents of Consumer Behaviour of Millennial.Business Perspectives and.Research,9((1)).
Angga Kurniawan, Muhammad Yusuf, Billy Manueke, NorvadewiNorvadewi, &ArrifiaNurriqli. (2022). In Tokopedia Applications, The Effect of Electronic word of Mouth and digital payment on Buying intention.
Baker, D. S. (2018, August). The Impact of Social Media Influencers as an Advertising Source in the Beauty Industry from an Irish Female Millennials' Perspective.National College of Ireland. https://norma.ncirl.ie/3391/1/daynasarabaker.pdf
Childers, C. C., & Lemon, L. L. (2018, November). # Sponsored# Ad: Agency Perspective on Influencer Marketing Campaigns. Journal of Current Issues and Research in Advertising, 40((1)), 1-17. 10.1080/10641734.2018.1521113
Chan, Yolanda & Ngai, E.W.T.. (2011). Conceptualising electronic word of mouth activity: An input-process-output perspective. Marketing Intelligence & Planning. 29. 488-516. 10.1108/02634501111153692
Carmody, B. (2016, April 6). Influencer Marketing Delivers 11X ROI Over All Other Forms of Digital Media. Inc. Magazine. Retrieved June 18, 2023, from https://www.inc.com/bill-carmody/influencer-marketing-delivers-11x-roi-over-all-other-forms-of-digital-media.html
Daniel Belanche, Arino, L. V. C., Marta Flavian, & Sanchez, S. I. (2021, April). Understanding influencer marketing: The role of congruence between influencers, products and consumers. Journal of Business Research, 132((2)), 186-195. 10.1016/j.jbusres.2021.03.067
Darashana Jayasinghe. (2021, March). Social Media and Influencer Marketing Strategies: A conceptual Review on Contemporary Applications.Global Scientific Journals, 9(3). https://www.researchgate.net/publication/350004633_Social_Media_and_Influencer_Marketing_Strategies_A_conceptual_Review_on_Contemporary_Applications
Dominik Zeljko, Bozidar Jakovic, & Ivan Strugar. (n.d.). New Methods of Online Advertising: Social Media Influencers.29th DAAM INTERNATIONAL SYMPOSIUM ON INTELLIGENT MANFACTURING AND AUTOMATION. 10.2507/29th.daam.proceedings.006
Engel, J. F., Kegerreis, R. J., & Blackwell, R. D. (1969). Word-of-Mouth Communication by the Innovator. Journal of Marketing, 33(3), 15–19. https://doi.org/10.2307/1248475
Janusz Wielki. (2020, September). Analysis of the Role of Digital Influencers and Their Impact on the Functioning of the Contemporary Online Promotional System and Its Sustainable Development.Sustainability, 12((17)), 1-20. 10.3390/su12177138
Jignesh vidani, & Das, S. G. (2021, August). A Review on Evolution of Social Media Influencer Marketing: Reflection on Consumer Behaviour and Consumer's Decision-Making Process.Turkish Online Journal of Qualitative Inquiry, 12(9), 314-327. https://www.academia.edu/51368470/A_Review_on_Evolution_of_Social_Media_Influencer_Marketing_Reflection_on_Consumer_Behavior_and_Consumers_Decision_Making_Process
Jihye Kim, &Minseong Kim. (2022). Rise of Social Media Influencers as a New Marketing Channel: Focusing on the Roles of Psychological Well-Being and Perceived Social Responsibility among Consumers. International Journal of Environmental Research and Public Health, 19((4)). 10.3390/ijerph19042362
Kamaldeep Singh. (2021, September). Influencer Marketing from a Consumer Perspective: How Attitude ,Trust, and Word of Mouth Affect Buying Behaviour. European Integration Studies, 1((15)), 231-241. 10.5755/j01.eis.1.15.28803
Khan, F. R., & Phung, S. P. (2021, April 1). Social Media Influencers and its Impacts on Consumer Behaviour:Malaysia., Annals of R.S.C.B, 25(4), 6276-6285. https://annalsofrscb.ro/index.php/journal/article/download/3218/2666/5960
Kostic, S. C., Arsenije Ivanovic, & Milan Okanovic. (2018). Influencer Marketing In A Social Media Context.,SYMORG.
Larsen, M. B., & Pedersen, E. H. (2021, June 2). The Effect of Influencer Marketing. AALBORG UNIVERSITY, 77. https://projekter.aau.dk/projekter/en/studentthesis/the-effect-of-influencer-marketing(f543a177-d3f2-4c4c-9a5d-8d82a8cfbe38).html
Michael Haenlein, Ertan Anadol, & Tyler Farnsworth. (2020, November). Navigating the New Era of Influencer Marketing : How to be Successful on Instagram, TikTok,& Co.:. California Management Review, 63((1)), 5-25. 10.1177/0008125620958166
Misshka Gupta. (2021). Impact of Influencer Marketing on Consumer Purchase Behaviour during the Pandemic.IJIRMPS, 9(4). https://www.ijirmps.org/papers/2021/4/1148.pdf
Mamta Ranga, & D. Sharma. (2014, August 20). INFLUENCER MARKETING- A MARKETING TOOL IN THE AGE OF SOCIAL MEDIA. Semantic Scholar. Retrieved June 18, 2023, from https://www.semanticscholar.org/paper/INFLUENCER-MARKETING-A-MARKETING-TOOL-IN-THE-AGE-OF-Ranga-Sharma/13e735aa017d15e76a658821acb5baf71cf93deb
Nam, L. G., & Dan, H. T. (2018, May 30). Impact of social media influencer marketing on consumer at Ho Chi Minh City. International Journal of Social Sciences and Humanities Invention, 5(5), 4710-4714. 10.18535/ijsshi/v5i5.10
Nikita Negi, & Vanishree Pabalkar. (2020). Impact of Instagram and Instagram Influencers in Purchase Consideration in India. European Journal of Molecular & Clinical Medicine, 7(11), 68-86. https://ejmcm.com/article_4707.html
Petersen Gustaf. (2018). Redefining Influencers: Scrutinizing the Term Social Media Influencer from a Public Perspective and Examining its Role in the Modern Media Landscape. Stockholm University, Faculty of Humanities, Department of Media Studies JMK., 59.
http://www.diva-portal.org/smash/get/diva2:1177130/FULLTEXT01.pdf
Pranicevic, D. G. (2020, September). Impact of Influencers to the Selection of Certain Products and Services. ENTRENOVA, 6, 422-429.
https://www.econstor.eu/bitstream/10419/224708/1/39-ENT-2020-GarbinPranicevic-422-429.pdf
Ruhi Lal, & Geeti Sharma. (2021, June 7). Social Media Influencers For Online Purchase Behaviour: Mediation By Brand Consciousness. Journal of Content, Community & Communication, 13. 10.31620/JCCC.06.21/09
Saputra, F. Y., &Dewobroto, W. S. (2022). The Influence of Social Influencers on Purchase Intention of Local Personal Care Products.International Journal of Quantitative Research, 3((1)), 13-17.
https://journal.rescollacomm.com/index.php/ijqrm/article/download/253/214
Sherien Dajah. (2020, September). Marketing through Social Media. International Journal of Business and Social Science, 11((9)). 10.30845/ijbss.v11n9p9
Steven Woods. (2016). # Sponsored: The Emergence of Influencer Marketing.University of Tennessee, Knoxville.
https://trace.tennessee.edu/cgi/viewcontent.cgi?article=3010&context=utk_chanhonoproj
Shupei Yuan & Chen Lou (2020) How Social Media Influencers Foster Relationships with Followers: The Roles of Source Credibility and Fairness in Parasocial Relationship and Product Interest, Journal of Interactive Advertising, 20:2, 133-147, DOI: 10.1080/15252019.2020.1769514
Sudha M., & Sheena K. (2017, July-September). Impact of Influencers in Consumer Decision Process: the Fashion Industry. SCMS Journal of Indian Management.
Tahirah Abdullah, Deraman, S. N. S., Zainuddin, S. A., Azmi, N. F., Abdullah, S. S., Anuar, N. I. M., Mohamad, S. R., Zulkiffli, W. F. W., Hashim, N. A. A. N., Abdullah, A. R., Rasdi, A. L. M., &Hazriah Hasan. (2020). Impact of Social Media Influencers on Instagram User Purchase Intention Towards The Fashion Products: The Perspective Of Students.European Journal Of Molecular & Clinical Medicine, 07(08). https://ejmcm.com/pdf_4700_1df3f69fec2f7e3402c757af9e91f3ae.html
Thurau, T. H., Gwinner, K. P., Gianfranco Waalsh, & Gremler, D. D. (2004). ELECTRONIC WORD-OF-MOUTH VIA CONSUMER-OPINION PLATFORMS: WHAT MOTIVATES CONSUMERS TO ARTICULATE THEMSELVES ON THE INTERNET. 18. 10.1002/dir.10073
Veirman, M. D., Veroline Cauberghe, & Liselot Hudders. (2016, August 11). Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude.International Journal of Advertising, 36(5), 798-828. 10.1080/02650487.2017.1348035
Vyatkina, O. L. (2020, March). The Impact of Influencer Marketing on the Global Economy. European Proceedings of Social and Behavioural Sciences. 10.15405/epsbs.2020.03.187
Yosra Jarrar, Olalekan Ayodeji, & Ayodeji Awobamise. (2020, November). Effectiveness of Influencer Marketing vs Social Media Sponsored Advertising.UNIVERSIDAD DEL ZULIA, 40-54. 10.5281/zenodo.4280084
Zdneka KADEKOVA, & Maria HOLIENCINOVA. (2018). Influencer Marketing As A Modern Phenomenon Creating A New Frontier Of Virtual Opportunities.Communication Today,9(2). https://communicationtoday.sk/influencer-marketing-as-a-modern-phenomenon-creating-a-new-frontier-of-virtual-opportunities/